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Quick and Simple Methods to Integrate GRE and GMAT Purchases with your CRM System
Sam Houston State University uses the ETS GRE Score Search Service and Hobsons CRM to purchase names of test takers and integrate them into their system. They set search criteria like GPA, intended graduate program, and test date range. Names are imported into their CRM where they are assigned to programs and communication plans. SHSU has tested various targeted emails and found open and click rates are highest for messages from program directors. While initial enrollment yields are low, they see more applicants and enrollments in the years following a student's first appearance in their search results. SHSU plans to expand their major search options with ETS and migrate to a new CRM.
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Quick and Simple Methods to Integrate GRE and GMAT Purchases with your CRM System
- 1. Quick and SimpleMethods to Integrate GRE/GMAT Purchases with your CRM Mary Pascarella Lauren Sears
- 2. • Overview ofSam Houston State University • Ideas for Search Criteria • Communications and CRM systems • Return on Investment • Looking Ahead Session Objectives
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- 4. Graduate Program Considerations •Does it make sense to buy test taker names? • What is the structure of your administrative offices? - What programs require the GRE? - What programs have room to grow? - Do you have score band requirements? • How much money do you have? • How will you communicate the results?
- 5. • SHSU usesETS GRE Score Search Service via Hobsons - We receive bio/demo and target graduate program • Scores are purchased for Humanities and Sciences • Searches are set-up by each program - Domestic and International are separate searches • Searches are run monthly for the academic year GRE Search Criteria
- 6. • Limit toundergraduate seniors • No GRE score bands • GPA is 3.0 and above • Target program indicated by student is key criteria GRE Search Criteria . . .cont’d
- 7. • Graduate ManagementAdmission Search Service - GMASS® - new this year • Cost is .75 per name • Criteria - Test date range - UG GPA - Degree Interests that align with SHSU MBA concentrations GMAT Search Criteria
- 8. • Besides program– what concentrations are relevant? - SHSU offers a degree in forensic science but we buy Chemistry and Biology names for this program • Consider buying scores for programs that don’t require the GRE - We bought for International Literacy - We include MPA when buying GMAT scores Thinking Outside of the Box
- 9. What Data ComesInto CRM? • Majors paired with best fit among our academic programs • Leads assigned our best guess for entry term and year • Mailing address, DOB, email address, etc. First Name Sammy Last Name Bearkat Street Address 1 3150 Avenue of the Stars Street Address 2 Apt 1425 City Frisco State/Province (USA/Canada) TX Zip 75034 Country US Gender M Email sammy@gmail.com Entry Year 2016 Entry Term 40 Phone Major 1 BADM_MBA Open Question Finance
- 10. 8+ Email Plan Phone Call Mailed Brochure Communications Experiment andtest! We tried all of the following! Targeted Emails
- 11. Import GRE/GMAT Leads Same Day: Emailfrom Program Director (modified) 1 Day Later: "What Sparks Your Interest" Email Eligible to Receive Additional: If Same Lead is Imported 2x as GRE/GMAT Lead Same Day: "More than a Number" Email • Online Chat Invites • Ad hoc Program- Specific News or Announcements
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- 16. Advisor Email Reception AverageBest Open Rate 56.70% 68.38% (Math) Click Rate 2.79% 9% (CW)
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- 19. General Email Reception “WhatSparks Your Interest” “More Than a Number” Open Rate 41.71% 38.94% Click Rate 1.79% 1.83%
- 20. ETS Performance GRE/GMAT Leads Imported 53,000+ OptedOut of Emails 4,528 That is only 8%!
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- 22. FY2014 Two Year Maturation Yield Rate After Applied% Accepted % Enrolled % One Year 35 .23% 15 .10% 11 .07% Two Years 45 .30% 21 .14% 15 .10% Source Prospects 2014 ETS Purchases 15,230
- 23. • Migrating ourprocess to a new CRM • Expanding major selections at ETS where possible Next Steps
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Editor's Notes
- #4 University Deet’s
- #5 When we initially bought – it was found money and GRE was a one-time purchase at the end of the fiscal and it yielded an enrollee. The following year we thought we’d make it an official marketing channel We decided we would follow industry best-practices and schedule the buy over an 8-month period. We had a few internal conversations about which programs had room to grow and those that do not. We identified fairly quickly our doctoral programs want us to butt-out Not all of our programs require the GRE but we decided to buy GRE scores for those programs if it made sense We don’t have known GRE score bands but the programs for which we buy scores all require a GPA > 3.0
- #6 Cost is .43 cents per name Using the search service – you can estimate what something will cost - set-up your searches and plan on executing them monthly this will help you determine an approximation of how many names would yield on a monthly basis Once you have your cost projects, you can then create one more search which is your initial “catch-up” going back a year
- #7 Know your programs and the concentrations they offer. There are not always one-to-one relationships between indicated major on the GRE and what your school offers so you might have to get creative
- #8 This is new but
- #11 We chose not to send full comm plan– too many opt outs, losing ability to communicate to these leads We chose not to mail – too expensive to mail to “cold” leads We chose not to call – leads not receptive to phone call from unknown school, but the emails are well received. Targeted emails best.
- #12 We do invite to our 2x yearly Virtual Open House (online chat) We do send program specific emails about news stories, accolades, program grants We do send another email when we get a person’s name from a second test date
- #14 We maintain a program director email for nearly every grad program. These emails are plain text, fairly direct, and reply to the faculty advisor. Originally we sent these to GRE names as well, but GRE leads occasionally reply with frustration “Why do you have my name?” – so we modified the advisor email, formatted it with some call outs, and have it reply to Grad Admissions email account.