This document discusses how Freed-Hardeman University was able to double applications and halve staff by leveraging their CRM tools. It emphasizes allowing the tools to do more of the "heavy lifting" like automating tasks and providing data, in order to free up recruiters and staff to have more high-impact conversations with students. It also stresses using tools to provide clarity and a seamless experience for both students and recruiters, such as through customized checklists, reports, and dashboards. The goal is to enable success for all through an efficient use of available tools.

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Bring it On: Double the Apps and Half
the Staff
Lisa Raine
CRM Coordinator
Freed-Hardeman University

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● Small, private Christian
university in Henderson, TN
● FHU Memphis
● FHU Dickson

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● Our story
● Tools
● Questions
● RAD = Regional
Admissions Director

7. Recruitment
Stakeholders
Cost
Discount Rate
Financial Aid
Increase
Diversity
Increase
Enrollment
Winning
Programs
Increase
Retention
Increase Grad
Rates
Provide More
Services
Communication

9. Now What?

10. ● On board so that recruiters can
recruit effectively
● Give data that is pertinent and
impactful
● Ensure students continue to
have great experiences

11. ● Allow the tools to do the heavy
lifting for you.
● Allow the tools to provide clarity
and streamline processes for
your students.
● Allow the tools to provide clarity
for your recruiters.

12. Choosing the Right Tool

13. ● Be clever, not cute
● Be simple
● Be sure the tool meets your true
needs
Excitement can be blinding

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● Look for ways to be innovative, but utilize tools effectively.
● Don’t bend tools to your will.

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● What do you hear?
● Complexity does not correlate with effectiveness
● Complexity does not correlate with mastery
● Questions to consider:
○ Is complexity necessary?
○ Is this tool maintainable and scalable over time?

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● Leverage the tools to solve
problems, not create new ones.
● Avoid repeat implementations.

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● What does this tool actually do?
● Is the tool a true solution to our needs?
● Is the tool maintainable and scalable over time?

18. Allow the Tools to Do the Heavy Lifting

19. What we want it to look like:
● Be a student’s hero
● Enablement
● High impact conversations
What it often looks like:
● Make the sale
● Still have to complete files
● Task oriented conversations

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● How do we accomplish some of the mundane tasks and allow for high impact
conversation?
● What tools(s) in the CRM can we leverage to accomplish this goal?

21. Email

22. Goals:
● Student Focused
● No Fluff
● Actionable
Date Mike

23. 1. Text
2. Short
3. Signature

24. The Numbers The Student Experience
● Freed-Hardeman University is
the only school talking with me.
● Alleviates the workload for
recruiters.
● Received: 99.42%
● Open: 59.21%
● Interact: 10.22%
● Opt Out: 0.51%

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● Drive more clicks and interactions with a more direct next step
● Catchier subjects?

26. Allow the Tools to Provide Clarity for
Students

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● Easy and seamless experience
● Institution knows and understands students’ needs
● What tools(s) in the CRM can we leverage to accomplish this goal?

29. Portal and Checklist Items

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● Customized Content
● Cut out clicks
● Communicate on a student’s level

32. ● Clear checklist of
items to complete
● Great for in
person
interactions
● Limited to one
student type

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● Specific items to complete
● Reaches all student types
● Easily tracked

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● Build trust with students
● Enable students for success
● Alleviate workload of recruiters

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● Design
● Financial Aid Guide

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● Create a truly seamless admissions experience
“Process”

37. Allow the Tools to Provide Clarity for
Recruiters

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● Enable recruiters for success
● Efficient and effective
“Process”

39. Reports and Dashboards

40. ● No saved reports
● No notifications
● No emails
● No automation

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● Learning about the institution
● Learning processes
● Understanding Financial Aid
● Communicating with students and
parents
● Knowing when to act
“Process”

44. ● Create a seamless experience for
recruiters
● Lightning record, app, and home pages
● Highlight the right information at the right
time

45. The Rest of the Story

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● Poised to see a 5% increase in enrollment
“Process”
● Allow the tools to do the heavy lifting for you, so you free up your recruiters to have more
meaningful conversations with students.
● Allow the tools to provide a clear and seamless admissions experience for your students
so they are enabled for success.
● Allow the tools to provide clarity for your recruiters so they too are enabled for success.

47. Lisa Raine
lraine@fhu.edu
Twitter: @lisamraine

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Session Title
Presenter Name