Key Features
F8: Maximize Student Recruitment with CRM Technology • • •
David Loreto, The College at Brockport State University of New York, NY Cheri Perrillo, SUNY System Administration, NY Steve Smith, D’Youville College, NY
Agenda • • • •
Key CRM Features Audience Segmentation Recruitment Strategies Key Metrics
Hobsons Connect •
Key Features – Multiple communication channels – Event management – Dynamic student portal – Reporting module – API integration
Banner SIS Nightly Data Upload
Ellucian Recruit •
Key Features – Territory Management – Event Management – Outlook integration – Online Application/Supplemental Items – External Application Management – Communication Plans – Source Tracking – Exact Target (HTML email capability)
Talisma •
Key Features – Cloud-based – Enterprise-wide potential – Highly customizable – Solid communication tools – Robust campaign functionality
Personalization Recommendations SUNY • • •
Create custom workspaces Route emails based on alias Create “not-so-canned” responses
Travel Workspace
Travel Workspace – Detail View
Not-So-Canned Response
Personalization Recommendations •
Contact management – All contact with students is indexed in the CRM • Appointment notes • Marketing emails • Phone calls • Mailings/letters • Outlook emails • Event registrations • SMS messages
Personalization - Contact Management
Phone calls Outlook Emails
Mailings Emails Viewed Emails Viewed
Events Attended
Personalization - Contact Management
Add Email to CRM
Personalization - Contact Management
Segmentation – Targeted Events •
Instant Decision Days – 85 high schools visited – 5 dates at SUNY Welcome Center in NYC – 800 Prospects – 584 Applicants – 429 Admits – 197 Deposits
Segmentation – Targeted Events Students who attended an Instant Decision Day yielded 21 percentage points higher than average 45.9%
24.9%
Attended Instant Decision
All FTIC
Segmentation – Targeted Events
Segmentation – Targeted Events
Merge Field Merge Field
Merge Field
Segmentation – Targeted Events
Merge High School Name Merge Visit Date
Merge Counselor Name
Audience Segmentation • •
Advanced filter functionality Outreach channels – Individual emails, mass emails – Print letters, chat, phone
Advanced Filter - Talisma
CRM Recruitment Tactics • • •
Develop attribute- and behavior-based campaigns Minimize speed to answer Export leads to campuses
Campaign Workflow
Lead Distribution Talisma
Predictive Model & CRM Recruitment •
• • •
Created new attributes in CRM – Predictive Model Score (0-1) – Predictive Model Score Category (A-D) Scores imported into CRM Reports developed for staff and supervisors New system views created
Predictive Model & CRM Recruitment
Predictive Model & CRM Recruitment
Predictive Model & CRM Recruitment
Predictive Model & CRM Recruitment
Application Processing
• • • • • • •
Manage external application data Manage multiple application requirements and application completeness Manage test scores Create dialogs to ensure proper data entry Manage special application processing Create conditional content Manage counselor productivity
Managing Multiple Applications
Managing Multiple Applications
Managing Multiple Applications
Assign Supplemental Items
Track Supplemental Items
Missing Supplemental Items
Manage Test Scores
Data integrity
Data Integrity
Data Integrity
Special Application Processing
Create Conditional Content
Create Conditional Content
Counselor Application Processing
Counselor Application Processing
Duplicate Matching
Key Metrics - Deposits
Key Metrics – Event Registrations Registrations by Time of Day
• • • •
126
Attended vs Registered Registrations by time of day Registrations by day of week Registrations by days before event
103
9 AM
Registrations by Day of Week 190 169
173
170
155 134 100
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
109 95
10 AM
11 AM
110
109
8 PM
9 PM
93
1 PM
79
81
78
3 PM
4 PM
6 PM
7 PM
Key Metrics - Applications Hour Sunday Monday Tuesday Wednesday Thursday Friday Saturday 12:00 AM 323 456 548 529 508 418 375 1:00 AM 254 243 258 302 282 243 206 2:00 AM 118 193 173 181 174 181 130 3:00 AM 90 110 111 123 117 118 95 4:00 AM 48 75 78 91 71 98 49 5:00 AM 58 86 72 93 66 80 68 6:00 AM 57 79 124 122 109 96 56 7:00 AM 91 152 209 208 206 174 89 8:00 AM 165 663 707 707 609 583 178 9:00 AM 338 1388 1463 1596 1303 1342 353 10:00 AM 550 2062 2283 2366 1900 2181 804 11:00 AM 817 2684 2839 2906 2598 2569 919 12:00 PM 1015 2998 3108 2909 2527 2440 1096 1:00 PM 1172 3112 2909 2945 2699 2300 1204 2:00 PM 1238 2839 3028 2674 2416 2288 1141 3:00 PM 1232 2616 2540 2402 2237 1666 1156 4:00 PM 1318 2123 2067 1896 1938 1335 1018 5:00 PM 1262 1806 1595 1556 1671 1034 924 6:00 PM 1398 1697 1778 1472 1443 934 801 7:00 PM 1464 1941 1869 1639 1382 891 805 8:00 PM 1530 1995 1926 1697 1469 785 754 9:00 PM 1521 1988 1931 1564 1419 738 694 10:00 PM 1198 1437 1364 1251 1026 708 634 11:00 PM 763 1111 1001 780 764 579 496
Key Metrics - Applications Hour Sunday Monday Tuesday Wednesday Thursday Friday Saturday 12:00 AM 323 456 548 529 508 418 375 1:00 AM 254 243 258 302 282 243 206 2:00 AM 118 193 173 181 174 181 130 3:00 AM 90 110 111 123 117 118 95 4:00 AM 48 75 78 91 71 98 49 5:00 AM 58 86 72 93 66 80 68 6:00 AM 57 79 124 122 109 96 56 7:00 AM 91 152 209 208 206 174 89 8:00 AM 165 663 707 707 609 583 178 9:00 AM 338 1388 1463 1596 1303 1342 353 10:00 AM 550 2062 2283 2366 1900 2181 804 11:00 AM 817 2684 2839 2906 2598 2569 919 12:00 PM 1015 2998 3108 2909 2527 2440 1096 1:00 PM 1172 3112 2909 2945 2699 2300 1204 2:00 PM 1238 2839 3028 2674 2416 2288 1141 3:00 PM 1232 2616 2540 2402 2237 1666 1156 4:00 PM 1318 2123 2067 1896 1938 1335 1018 5:00 PM 1262 1806 1595 1556 1671 1034 924 6:00 PM 1398 1697 1778 1472 1443 934 801 7:00 PM 1464 1941 1869 1639 1382 891 805 8:00 PM 1530 1995 1926 1697 1469 785 754 9:00 PM 1521 1988 1931 1564 1419 738 694 10:00 PM 1198 1437 1364 1251 1026 708 634 11:00 PM 763 1111 1001 780 764 579 496
Key Metrics - Open Rates vs Click Through Rates
Key Metrics - Open Rates vs Click Through Rates
View Rate 17% Viewed/Attempted = View Rate (16.91%) Subject Line Effectiveness
Links Clicked Clicks/Attempted = Click Rate (0.56%) Call-to-Action Effectiveness
Key Metrics - Context is Important Email Open Rates Prospects vs Applicants
21%
Email 1
18%
17%
Email 2
Email 3
% Prospect View
16%
Email 4
15%
Email 5
% Applicant View
14%
Email 6
Key Metrics - Context is Important Email Open Rates Prospects vs Applicants 55%
53%
21%
Email 1
50%
18%
48%
17%
Email 2
Email 3
% Prospect View
47%
16%
Email 4
43%
15%
Email 5
% Applicant View
14%
Email 6
Key Metrics - Conversion Rates
Key Metrics - Funnel Reporting
Continue the Discussion… Dave Loreto Cheri Perrillo Steve Smith
[email protected] [email protected] [email protected]
David Loreto, The College at Brockport State University of New York, NY Cheri Perrillo, SUNY System Administration, NY Steve Smith, D’Youville College, NY
Agenda • • • •
Key CRM Features Audience Segmentation Recruitment Strategies Key Metrics
Hobsons Connect •
Key Features – Multiple communication channels – Event management – Dynamic student portal – Reporting module – API integration
Banner SIS Nightly Data Upload
Ellucian Recruit •
Key Features – Territory Management – Event Management – Outlook integration – Online Application/Supplemental Items – External Application Management – Communication Plans – Source Tracking – Exact Target (HTML email capability)
Talisma •
Key Features – Cloud-based – Enterprise-wide potential – Highly customizable – Solid communication tools – Robust campaign functionality
Personalization Recommendations SUNY • • •
Create custom workspaces Route emails based on alias Create “not-so-canned” responses
Travel Workspace
Travel Workspace – Detail View
Not-So-Canned Response
Personalization Recommendations •
Contact management – All contact with students is indexed in the CRM • Appointment notes • Marketing emails • Phone calls • Mailings/letters • Outlook emails • Event registrations • SMS messages
Personalization - Contact Management
Phone calls Outlook Emails
Mailings Emails Viewed Emails Viewed
Events Attended
Personalization - Contact Management
Add Email to CRM
Personalization - Contact Management
Segmentation – Targeted Events •
Instant Decision Days – 85 high schools visited – 5 dates at SUNY Welcome Center in NYC – 800 Prospects – 584 Applicants – 429 Admits – 197 Deposits
Segmentation – Targeted Events Students who attended an Instant Decision Day yielded 21 percentage points higher than average 45.9%
24.9%
Attended Instant Decision
All FTIC
Segmentation – Targeted Events
Segmentation – Targeted Events
Merge Field Merge Field
Merge Field
Segmentation – Targeted Events
Merge High School Name Merge Visit Date
Merge Counselor Name
Audience Segmentation • •
Advanced filter functionality Outreach channels – Individual emails, mass emails – Print letters, chat, phone
Advanced Filter - Talisma
CRM Recruitment Tactics • • •
Develop attribute- and behavior-based campaigns Minimize speed to answer Export leads to campuses
Campaign Workflow
Lead Distribution Talisma
Predictive Model & CRM Recruitment •
• • •
Created new attributes in CRM – Predictive Model Score (0-1) – Predictive Model Score Category (A-D) Scores imported into CRM Reports developed for staff and supervisors New system views created
Predictive Model & CRM Recruitment
Predictive Model & CRM Recruitment
Predictive Model & CRM Recruitment
Predictive Model & CRM Recruitment
Application Processing
• • • • • • •
Manage external application data Manage multiple application requirements and application completeness Manage test scores Create dialogs to ensure proper data entry Manage special application processing Create conditional content Manage counselor productivity
Managing Multiple Applications
Managing Multiple Applications
Managing Multiple Applications
Assign Supplemental Items
Track Supplemental Items
Missing Supplemental Items
Manage Test Scores
Data integrity
Data Integrity
Data Integrity
Special Application Processing
Create Conditional Content
Create Conditional Content
Counselor Application Processing
Counselor Application Processing
Duplicate Matching
Key Metrics - Deposits
Key Metrics – Event Registrations Registrations by Time of Day
• • • •
126
Attended vs Registered Registrations by time of day Registrations by day of week Registrations by days before event
103
9 AM
Registrations by Day of Week 190 169
173
170
155 134 100
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
109 95
10 AM
11 AM
110
109
8 PM
9 PM
93
1 PM
79
81
78
3 PM
4 PM
6 PM
7 PM
Key Metrics - Applications Hour Sunday Monday Tuesday Wednesday Thursday Friday Saturday 12:00 AM 323 456 548 529 508 418 375 1:00 AM 254 243 258 302 282 243 206 2:00 AM 118 193 173 181 174 181 130 3:00 AM 90 110 111 123 117 118 95 4:00 AM 48 75 78 91 71 98 49 5:00 AM 58 86 72 93 66 80 68 6:00 AM 57 79 124 122 109 96 56 7:00 AM 91 152 209 208 206 174 89 8:00 AM 165 663 707 707 609 583 178 9:00 AM 338 1388 1463 1596 1303 1342 353 10:00 AM 550 2062 2283 2366 1900 2181 804 11:00 AM 817 2684 2839 2906 2598 2569 919 12:00 PM 1015 2998 3108 2909 2527 2440 1096 1:00 PM 1172 3112 2909 2945 2699 2300 1204 2:00 PM 1238 2839 3028 2674 2416 2288 1141 3:00 PM 1232 2616 2540 2402 2237 1666 1156 4:00 PM 1318 2123 2067 1896 1938 1335 1018 5:00 PM 1262 1806 1595 1556 1671 1034 924 6:00 PM 1398 1697 1778 1472 1443 934 801 7:00 PM 1464 1941 1869 1639 1382 891 805 8:00 PM 1530 1995 1926 1697 1469 785 754 9:00 PM 1521 1988 1931 1564 1419 738 694 10:00 PM 1198 1437 1364 1251 1026 708 634 11:00 PM 763 1111 1001 780 764 579 496
Key Metrics - Applications Hour Sunday Monday Tuesday Wednesday Thursday Friday Saturday 12:00 AM 323 456 548 529 508 418 375 1:00 AM 254 243 258 302 282 243 206 2:00 AM 118 193 173 181 174 181 130 3:00 AM 90 110 111 123 117 118 95 4:00 AM 48 75 78 91 71 98 49 5:00 AM 58 86 72 93 66 80 68 6:00 AM 57 79 124 122 109 96 56 7:00 AM 91 152 209 208 206 174 89 8:00 AM 165 663 707 707 609 583 178 9:00 AM 338 1388 1463 1596 1303 1342 353 10:00 AM 550 2062 2283 2366 1900 2181 804 11:00 AM 817 2684 2839 2906 2598 2569 919 12:00 PM 1015 2998 3108 2909 2527 2440 1096 1:00 PM 1172 3112 2909 2945 2699 2300 1204 2:00 PM 1238 2839 3028 2674 2416 2288 1141 3:00 PM 1232 2616 2540 2402 2237 1666 1156 4:00 PM 1318 2123 2067 1896 1938 1335 1018 5:00 PM 1262 1806 1595 1556 1671 1034 924 6:00 PM 1398 1697 1778 1472 1443 934 801 7:00 PM 1464 1941 1869 1639 1382 891 805 8:00 PM 1530 1995 1926 1697 1469 785 754 9:00 PM 1521 1988 1931 1564 1419 738 694 10:00 PM 1198 1437 1364 1251 1026 708 634 11:00 PM 763 1111 1001 780 764 579 496
Key Metrics - Open Rates vs Click Through Rates
Key Metrics - Open Rates vs Click Through Rates
View Rate 17% Viewed/Attempted = View Rate (16.91%) Subject Line Effectiveness
Links Clicked Clicks/Attempted = Click Rate (0.56%) Call-to-Action Effectiveness
Key Metrics - Context is Important Email Open Rates Prospects vs Applicants
21%
Email 1
18%
17%
Email 2
Email 3
% Prospect View
16%
Email 4
15%
Email 5
% Applicant View
14%
Email 6
Key Metrics - Context is Important Email Open Rates Prospects vs Applicants 55%
53%
21%
Email 1
50%
18%
48%
17%
Email 2
Email 3
% Prospect View
47%
16%
Email 4
43%
15%
Email 5
% Applicant View
14%
Email 6
Key Metrics - Conversion Rates
Key Metrics - Funnel Reporting
Continue the Discussion… Dave Loreto Cheri Perrillo Steve Smith
[email protected] [email protected] [email protected]
