This document summarizes a presentation about using student data in customer relationship management (CRM) systems like Salesforce to enhance university recruitment efforts. It discusses collecting data at various touchpoints in the enrollment process, how that data can be used for segmentation, communication, and lead scoring. Examples are given of how data could enable personalized outreach like an email from a student who attended the same high school. The document cautions that data collection should have clear reasons and not overwhelm students, and that approaches need to be reportable. It suggests starting small and easing into more complex uses of student data in the CRM over time.

1. #TargetXSummit
Using your data to enhance
recruitment
By Mickey Baines, Kennedy & Company

2. Introductions & Context
● Consulting focus
● Intro into CRM
● Impetus for this session
● My personality type
● Your objectives
● Your tools

3. #TargetXSummit
Topics to Cover
● Knowing Your Recruitment Process
● Use Cases
● Data Collection
● Proceed With Caution
● Additional Use Cases

4. Understanding your Enrollment Process
Inquire Visit Apply Deposit Enroll

5. Understanding your Enrollment Process
Inquire Visit Apply Deposit Enroll

6. How data is used through the path(s)

7. How data is used through the path(s)
Segmentation
Triggers
Communication
Lead Scoring
Post-enrollment

8. Use Cases
● FAFSA Status Integration
● Personalized email from a tour
guide
● A phone call from the President
● A transfer guide to incoming
freshmen
● An email from a student that
attended the same high school
● An email from that same
student to the HS counselor
about the process and
experience
Do you know
if we can do
XYZ in the
CRM?
It’s salesforce. Of
course we can,
but we don’t
know how to tag
that group of
students.

9. Data Collection
Easy collection points:
● RFI and Application
Alternatives:
● Event forms
● Post-Event Evaluations
● Paper Docs
● Financial Aid
● Bursar’s Office
● Marketing Software
● Admission Interviews
● Transcripts
Do you know
if we can do
XYZ in the
CRM?
It’s salesforce. Of
course we can,
and thanks to
Mickey, we have
some ideas...

10. How/when should we collect this information?
Where is the prospective student in the enrollment process?
Balancing the relationship
Is the data already collected elsewhere?

11. Where do we put all this data
● Custom Objects
● Contact Objects
● Existing Objects
● Some data may not be needed
○ Just used to trigger
checkbox, or other picklist
value
●

12. Cautionary Tales
Overcollection of data without
reason
Overwhelming students with data
needs
This can become very complex very
quickly
New Salesforce users, or small
teams should ease into this process
Creating approaches that aren’t
reportable

13. Additional data points used
Emails opened and/or clicked
Website pages visited
Chat-based questions (AI and human-based)
Tracking topics of web pages, emails or chat questions
Dual Enrollment participation

14. Questions?
Mickey Baines
mbaines@kennedyandcompany.com