Global Marketing and CRM Selection

Gettin Jiggy Wit It
San Diego Conference • January 2017
Presented by

A little knowledge can be a dangerous thing

Deliberately Build
a High Quality
Partner Network
Deliberate Relationships

Here’s a Myth
Work smarter, not harder
You have to do both

Using consumer data – these guys have the bandwidth to do amazing things with consumer data

Can We Do This in Academia?
No, Because
Money
Because, ROI

So, we move slowly and follow the successes of others with deeper pockets and more incentive to act

Michael Porter
Strategy is very simple:
Price and/or Differentiation
Identify your top 2 reasons your
institution is a great place to study
Strategy

Tactics are harder
How do we implement the strategy?
Creativity and Processes

Global Marketing Worksheets
Topic Reference Tool Blank Worksheet
Global Marketing Overview 
Virtual Communities – Social Media 
Virtual Communities – Messaging Apps 
Social Media Tools 
Digital Media Planning  
Audience Segmentation / Email Marketing  
Persona Development 
Agent Evaluation 
Fair Evaluation 

CRM Guide
http://services.intead.com/blog/the-essential-guide-to-
implementing-a-university-crm
Free download from
Intead.com

http://educationagentreviews.com/
Created by Anna Harrison

Analytics

Campaign Dashboard
Digital Campaign: January 15 Application Deadline
Tactic Reach Opens
Open
Rate Clicks
Click Thru
Rate Conversions
Converstion
Rate
New
Names
% new
names Cost
Cost/
New Name Applied Enrolled
Cost/
Enrolled
Country 1
Email blast 1 36,455 4,319 11.85% 782 18.11% 345 44.12% 334 96.81% 2,300$ 6.89$ 28 12 191.67$
Email blast 2 6,845 1,239 18.10% 156 12.59% 48 30.77% 45 93.75% 1,750$ 38.89$ 3 1 1,750.00$
Banner ad 1 249,000 n/a n/a 58,765 23.60% 1,676 2.85% 1,654 98.69% 400$ 0.24$ 97 27 14.81$
Facebook ad 1 271,245 n/a n/a 2,345 0.86% 234 9.98% 221 94.44% 4,500$ 20.36$ 30 12 375.00$
Agents
Email work flow 38 26 68.42% 24 63.16% 22 91.67% n/a n/a n/a n/a n/a n/a n/a
List Purchases
Test Scores List (emails) 432 87 10.10% 18 4.17% 4 22.22% 4 100.00% 6,048$ 1,512$ 1 1 6,048.00$
Landing Pages
Landing page 1 n/a n/a n/a n/a n/a 829 n/a 819 98.79% n/a n/a 32 8 n/a
NOTE: All figures are fabricated but fall within reasonable ranges for each tactic

Analytics Will Help You Plan:
• Website design
• Travel decisions
• Social media/digital advertising
• Email content
• Alumni participation
Using data to plan recruitment

Know your audience. ALWAYS!
Who is here at the
Bootcamp and how
are they recruiting?

Current # of enrolled international students

Recruitment channels used

Most common social media channels
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Facebook
English
WeChat Twitter YouTube WhatsApp

Control of content on website

Number of clicks to international student information

Frequency of checking Google Analytics

Sending out automated emails

Let’s Get Started

International Media and the Political Landscape
January 30, 2017

Refine Your Ideas
Get to good, not perfect
Because DONE is better than perfect

Recruiting Best Practices
• Market diversification is
more important now than ever
• Diversify globally
• AND in your own backyard

CRM Challenged:
How to select and sustain one that works for you
Kellie Faulkner | International Education Advantage, LLC
Director, Client Services
Presented by

INTRODUCTION
International Student Recruitment
It’s not JUST about cultural differences when recruiting.
You need systems that make your work more effective, targeted and trackable.

CUSTOMER RELATIONSHIP MANAGER (CRM)
 Makes the sales department more productive
 Makes the sales process simpler
 Improves the overall customer experience
 Provides analytics to inform business decisions
 Generates and tracks leads
What is a CRM?
Customer Relationship Management System

CRM TOOLS
Consider benefits of industry specific vs. cross industry

TIME TO SET THE RECORD STRAIGHT!
• What is a MAP?
Marketing Automation Platform
 Generates and qualifies leads
 Nurtures leads from inquiry to customer
 Manages email marketing campaigns
 Reports on the success of your campaigns

MARKETING AUTOMATION PLATFORM (MAP)
Benefits of a MAP:
 Visitor tracking
 Lead nurturing
 Create forms and landing pages
 Set up workflows (automation)
 Real-time alerts on lead activity
 Personalized digital experience
 Reporting

MAP TOOLS
Consider benefits of industry specific vs. cross industry

CRM MYTH BUSTER
Buy it and they will come…
Everything’s automatic…
It will reduce my workload…
We can’t afford it…

SELECTION PROCESS
• How do I select the right digital platform for my needs?

SELECTION PROCESS
Selecting a CRM/MAP:
What is your goal?
 Create a vision
 What do you want to get out of the system?
Things to consider:
 School-wide or departmental
 Budget
 Resources (internal and external)
 Timeline
 Who needs to be involved (control issues - IT, Marketing)
 Current path of a lead (mapping out your processes)

SELECTION PROCESS

COMPARISONS OF MAP AND CRM
Lead Nurturing
Leads can be nurtured based on a variety of attributes (behavior, demographics,
buying stage)
Campaign Management
Inbound marketing and outbound campaigns
Lead Management
Allows the leads to move through the entire marketing funnel
Landing Pages
Allows for the building of landing pages independently or within a CMS
Email marketing
Has a majority (if not all) of the functionality used regularly in existing e-mail
marketing platforms
Social Marketing
Built-in social media marketing and management tools
Sales Intelligence
Real-time sales intelligence and insights
Visitor Tracking
Allows for the identification of companies by IP, and the individual visitors’ activities
on the site. Segments the database based upon those tracked activities.
Reporting and Analytics
Easily examine raw data to make business decisions
Google AdWords Visibility
Offers integration with AdWords for calculating ROI
Mobile Devices
Available via mobile devices with real time alerts
Marketing Automation Features
Contact Management
Allows for the organizing of contacts into groups
Sales Team and Customer Opportunity Management
Offers the ability to locate customers that are most likely to convert
Lead Management for determining high-quality leads
Determine the best customers to follow up with based upon demographic and
pyschographic factors
Web Forms, Web-to-Lead
Create embeddable web forms without hassle
Reports and Dashboards
Users can view statistics in a highly visual, engaging perspective using customized
reports and dashboards
Mobility
Receive valuable alerts from a central location on a mobile device
Sales Force Automation
Automate outgoing calls and follow up campaigns
Email Client Integration, e.g. Outlook and Gmail
Automation and organization of a dedicated email client inside of the CRM
user interface
Territory Management
Organize leads lists by geographic location and assign to respective
sales representatives
Web Analytics Integration e.g. Google Analytics
Check the stats behind your website on your UI
Social Media Management Integration
Dedicated SMM efforts can be managed from the CRM UI
CRM Features

DIGITAL MARKETING AUTOMATION
How does it all work?

DIGITAL MARKETING AUTOMATION
Prospect
1 Week
2
2 Days
1 3
2 Weeks
4
1 Month

CRM/MAP IN ACTION – CASE STUDY (Sandy Spring Friends School)
(Front)
(Back)
Offline to Online Tactics

CRM/MAP IN ACTION – CASE STUDY (Sandy Spring Friends School)

THINGS TO CONSIDER
The ugly truth about implementing a CRM:

WHAT THE RESEARCH SHOWS
• According to AACRAO’s 2014-2015 State of CRM Use in Higher Education
Report:
75%
are not maximizing
the use of their CRM
59%
Indicated their institution
has been “moderately
successful” in the use of
their CRM
70%
of CRM initiatives fail to achieve their expected objectives
Source: Cap Gemini Ernst & Young

ROADBLOCKS
Biggest Roadblocks to “maximizing the use” of the CRM:
#1 - Time to learn and implement
#2 - Having the people to do the work

TIPS AND RESOURCES
• Resources available to assist with the process:
 Canva for design
 Visio to map out processes
 Marketing consultants (i.e. INTEAD 😀😀)
Important tips:
 Have a plan (including resources)
 3rd party vs direct (contracting/support)
 Be aware of hidden costs
 Support is key!
Don’t forget to look under the hood!
Continual analysis of what is working is critical to success.
You must have analytics built in and the skill set and time to evaluate the data you are getting from this activity.

THANK YOU!
Time for questions and open discussion!

Global Marketing and CRM Selection

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