accelerate student recruitment: algonquin college
DESCRIPTION
Many higher education institutions are facing declining enrollment and it's becoming imperative to explore new, innovative ways to approach recruiting. Hear how the Salesforce platform has allowed these higher education institutions to revamp their student recruitment process and boost lead generation.TRANSCRIPT
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sfdc_ppt_corp_template_01_01_2012.ppt
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Presented by
Doug Wotherspoon, Algonquin College Dan Scheunert, OnPath
Accelerating Student Recruitment Round 2
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Salesforce @ AC
� 20,000 FT & 35,000 PT Students � 4 campuses + online � Salesforce.com client for 30 months � 57 licenses
� Sales Cloud � Service Cloud � Marketing Cloud � Chatter & Salesforce Communities
� Establishing a 4 person development team
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Round 1 – Accelerating Webinar
http://www.youtube.com/watch?v=IQQtGUS5_zE
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
17-29 year olds in Canada
2013-14
http://www.statcan.gc.ca/pub/81-595-m/81-595-m2007058-eng.pdf
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Today’s Recruitment Reality
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Today’s Recruitment Reality
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Sales Process Awareness
Considera-on
Preference
Apply/Opportunity
Offer
Confirma-on
Paid
Register
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Traditional Approach
Open House
Recruitment Presentation
Advertising Campaign
Pick up Brochure Website
Tour
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Modern Approach
Open House
Recruitment Presentation
Advertising Campaign
Pick up Brochure Website
Tour
CRM
Lead Nurturing
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Goal
2% ↑ in Applications
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Demand Generation “It’s the art of educating buyers and nurturing these relationships from earliest awareness through to maximizing customer lifetime value.” “It’s about sparking, nurturing and monetizing initial demand; it’s also about sustaining and growing that demand among current customers.” Dave Needles, LeftBrainDGA http://leftbraindga.com/blog/2010/09/30/revising-our-demand-generation-definition-as-b2b-marketers/
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Demand Generation – Lead Nurturing Open House
Campus Tour Applicant Registered
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Round 2: Making it Personal
Deliver the right information, to the right person, at the right time.
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
� Social Media � Profile Centre � Webinar � Call Centre
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Marketing Cloud - Listen
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Marketing Cloud - Listen Conversation Spikes
Offers sent for most programs
Offers sent for highly competitive programs
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Marketing Cloud - Listen
Offers of admission sent in February & March
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Marketing Cloud - Listen
“accepted” Future student?
Potential brand advocate?
Extra Nurturing?
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Marketing Cloud – Engage
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Marketing Cloud – Engage
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Marketing Cloud - Measure
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Results
% Registered All
31%
% Registered with SM
Engagement
56%
Graduation Rate of SM Engaged
Students
?
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Sales Cloud & Marketo – Profile Centre
How to personalize when you collect limited data?
� First & Last Name � Email Address � Grade
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Sales Cloud & Marketo – Profile Centre
Progressive Profiling The collection of new prospect information based on the data points previously collected.
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Sales Cloud & Marketo – Profile Centre
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Sales Cloud & Marketo – Profile Centre
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Sales Cloud & Marketo – Profile Centre
1. Email link click drives to profile centre
2. GeoIP Lookup
3. SOAP api fetches lead details
4. Salesforce REST api lookup for custom object data
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Results
2011-12 Data
Completion
33%
2012-13 Data
Completion
47%
Likelihood to Accept
1.8x
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Service Cloud – Call Centre
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Service Cloud – Call Centre
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Service Cloud – Call Centre
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Service Cloud – Call Centre
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Results
Student Ambassador
Calls
21K
Algonquin Confirmations
9%
% of Called Students who
Register
?
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Sales Cloud - Webinar
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Sales Cloud – Webinar
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Sales Cloud – Webinar
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Sales Cloud – Webinar
Webinar Open Rate
22%
Webinar Registration
Rate
9%
Webinar Attendance
Rate
3%
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sfdc_ppt_corp_template_01_01_2012.ppt
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Where to Start?
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Crawl, Walk, Run
NOV. 2010
TODAY
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Begins with Strategy
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Nice to have Senior Support
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
But not required
Think
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Algonquin’s Evolution Ye
ar 1
$100k
- Sales Cloud
Ye
ar 2
$200k - Sales Cloud
- Marketing Cloud
Year
3
$700k - Sales Cloud
- Marketing Cloud
- Service Cloud
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Follow a Simple Process
Design Develop Iterate
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
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sfdc_ppt_corp_template_01_01_2012.ppt
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Doug Wotherspoon – [email protected] Dan Scheunert – [email protected]
Questions?