Colleges continue to face increasing pressure to be more affordable from a growing, skeptical consumer audience. They must increase their efficiency in all areas of campus, including student recruitment. Admissions officers have been forced to do more with less and still bring in a class each year. Two colleges -- Kettering University and Eastern Michigan University -- will share their experiences of creating efficiencies by embracing the Salesforce platform in their admissions offices.

1. 1
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Brian Wm. Niles, TargetX
Karen Full, Kettering University
Thomas Kasper, Eastern Michigan University
Increasing Student
Recruitment Efficiency

2. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
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The Perfect Storm
Declining High School Graduates
Shifting Parental Generation
Economic Collapse

3. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
3
The Perfect Storm
Declining High School Graduates
Shifting Parental Generation
Economic Collapse

4. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
4
Strategies that Work
Cost Containment
Measuring Effectiveness
Reducing Redundancy
Focusing Effort
Targeted Messaging
Automation (communication, reports)

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HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Karen Full
Director of Undergraduate Admissions
Kettering University

6. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
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Who we are:
— Kettering University is the national leader in experiential
STEM education, integrating an intense academic
curriculum with applied professional experience.
Through this proven approach we inspire students to
realize their potential and advance their ideas.

7. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
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What works well for us:
— Telling the Kettering University story
— Learning the student s story
— Strategic communication
— Hosting outstanding events
— Excellent follow-up / customer service

8. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
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Salesforce=Streamlining of Processes
Lead/Inquiry
Generation
Communication
Plan
Travel/Outreach Events
Customer
Service/Follow-
up

9. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
9
Salesforce x Kettering Recruitment Team =
Optimization
— Data-Driven!
Relationships Communication Mobility Transparency

10. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
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11. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
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12. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
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What else is working?
— Email Campaigns & Segmentation
— Consistent Templates for Recruiters
— Tracking Campaigns and Conversations
— Recruiter Task Management

13. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
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And what s next?
— Parent communication plan
— Alumni recruiters and communication
— Utilization of current students in recruitment
— Expand social networking opportunities

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HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Thomas Kasper
Senior Admissions Advisor
Eastern Michigan
University

15. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
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Who we are:
— Eastern Michigan University is a comprehensive
regional public university with a focus on the Arts
& Sciences, Business, Education, Health &
Human Services, and Technology.

16. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
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Critical Needs:
— Ability to be distinct in a pool of similar schools
— Maximize prospect/inquiry/ applicant touch points
— Strategic communication
— Tracking data on everyone, everything
— Banner Integration
— Turn applicants in to applicans

17. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
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Salesforce + Eastern Michigan =
Streamlined Processes
— Workflows automate tasks
— Campaigns send directed messages and track the
results
— Reports can be written and scheduled to run and
distribute
— Data can be easily uploaded, extracted or analyzed

18. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
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Salesforce + Eastern Michigan =
Unification
— Messages
— Outreach efforts
— Event registrations and confirmations
— Reporting

19. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
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Salesforce + Eastern Michigan =
Unification
— The CRM allows us to create consistency with
methods, messages and expectations of service
— Real time data and use of dashboards get everyone
on the same path towards our common-goal,
increased enrollment of quality students

20. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.