enrollment management evolution

ENROLLMENT MANAGEMENT EVOLUTION

INTELLIWORKS WEBINAR

Presented by Lesley University

Jane Raley, Director of Enrollment Management Operations, Lesley University

email: jraley@lesley.edu

WWW.INTELLIWORKS.COM

LOGISTICS

• Recording will be available within 24-48 hours of today’s event.

• Q&A session following the presentation. You may submit your questions in writing via the GoToWebinar panel on your screen.

• For more information, contact dan.obregon@intelliworks.com

WHAT IS INTELLIWORKS?

• Intelliworks is a Relationship Management Solution for Higher Education.

• Intelliworks provides software and services that enable enrollment, admissions, and marketing professionals to make purposeful connections with students, prospects and alumni.

• Intelliworks helps institutions recruit students, market their programs, grow and shape enrollment, raise awareness and drive tuition-based revenue.

WHY THIS WEBINAR?

GLOBAL CHALLENGES

• The number of secondary school graduates will start to decline in 2010

• Other English speaking countries are actively enrolling more international student

• Online programs are creating a more broad and attractive set of options for student

• Looming recession will put higher education in greater competition with other public services

• An expectation for personalized relationships comes ‘standard’ with the millennial student

• Doing a whole lot more with a whole lot less may be a permanent reality for higher education

Source: Nicole Engelbert, Ovum

Growth

Quality

Intelligence

Efficiency

Growth

Quality

Intelligence

Efficiency

GROWTH• Increase inquiries,

applications, enrollments, etc.

• Raise awareness of your program in the market

• Expand the diversity of your offerings

Growth

Quality

Intelligence

Efficiency

EFFICIENCY• Reduce the number of clicks it

takes to complete an application

• Improve your inquiry response time

• Automate workflow and communications

Growth

Quality

Intelligence

Efficiency

QUALITY• Attract more qualified

students or attract the right students for your program

• Differentiate your program from the competition

• Improve customer experience

Growth

Quality

Intelligence

Efficiency

INTELLIGENCE• Year-over-year comparisons of

your key metrics

• Responses to your marketing messages (opens/click throughs, etc.)

• Engagement of your community

OUR EXPERT

Jane Raley, Director of Enrollment Management Operations,Lesley University

• More than 25 years of experience working in higher education admissions and enrollment;

• Experience with recruitment for undergraduate, graduate and adult education programs;

• Plus several years experience in managing and implementing admissions and CRM systems.

Enrollment Management Evolution

An incremental approach to CRM that will

radically change how you manage enrollment.

Agenda

Admissions…My How We’ve Changed

A Snapshot of Lesley University

CRM Goals and Objectives

What I Knew Then…What I Know Now

Capturing and Working with Data

Top 5 Tips

Questions?

My how we’ve changed…

Demographic Shifts

Source: New England Board of Higher Education analysis of Western Interstate Commission for Higher Education (WICHE) data.

Competitive Threats

Technology Developments

Evolving Student Expectations

THE OLD WAY THE NEW WAY

Inconsistent Consistent

One-Way Two-Way

Fragmented Unified

Weak Community Social

Non-Targeted Personalized

Reactive Proactive

Making Data Accessible

• Knowledge about prospective student

• Information about their interests

• Ability to personalize communication based on that information

• Access to that data…any time…anywhere!

Agenda

Admissions…My How We’ve Changed

A Snapshot of Lesley University

CRM Goals and Objectives

What I Knew Then…What I Know Now

Capturing and Working with Data

Top 5 Tips

Questions?

A Snapshot of Lesley University

Student Population

Located in Cambridge, Ma., Lesley University offers undergraduate and advanced degrees that prepare individuals to become leaders in education, human services, the arts, environmental studies and a variety of other professional fields.  Roughly 10,000 students. 1/3 Undergraduate. 2/3 Graduate and Adult Learners.

Admissions OfficesThree admissions offices. Two cater to traditional undergraduate students (Lesley College and Art Institute of Boston) and the third to adults seeking graduate or bachelor’s degree completion programs.

Go Live Timeline

Evaluated Vendor Options/Conducted Formal RFP

Winter 2010

Signed Contract with Intelliworks

Began Planning Implementation

Spring 2010 Go LiveSummer 2010

Agenda

Admissions…My How We’ve Changed

A Snapshot of Lesley University

CRM Goals and Objectives

What I Knew Then…What I Know Now

Capturing and Working with Data

Top 5 Tips

Questions?

1) Provide unified system for tracking prospect recruitment efforts that could be accessed easily by all recruiters (both campus-based and remote);

2) Give admissions counselors a single access point for all inquiry data;

3) Quantify the effectiveness of recruitment marketing and event efforts;

4) Have insight into counselor outreach efforts in order to better manage their efforts;

5) Improve efficiency by eliminating/reducing need for manual data entry;

6) Decrease reliance on University Technology resources.

Strategic Goals and Objectives

End-to-End, Front-End Solution

System now used to manage…

Online Applications

Prospect Inquiries

Event Registrations

Email Marketing

Visit Confirmations

Personalized and Proactive

Facts & Figures Slide

Agenda

Admissions…My How We’ve Changed

A Snapshot of Lesley University

CRM Goals and Objectives

What I Knew Then…What I Know Now

Capturing and Working with Data

Top 5 Tips

Questions?

Mandate from Leadership

Strong executive support from VP of Enrollment Management.

CRM usage would be mandatory for all members involved in enrollment/admissions.

Period.

Your Largest Investment? Time.

Who will use the system?

What data will we capture?

How will be use that data?

What is the process?

Assemble Your A-Team

What’s an A-Team?

Small, but knowledgeable group comprised of both: people who know admissions data and people who will be on the frontlines of using the system.

Take the Plunge

More than just technology…

We Had to Change the Culture

•Be more proactive

•Access information

•Think creatively

Agenda

Admissions…My How We’ve Changed

A Snapshot of Lesley University

CRM Goals and Objectives

What I Knew Then…What I Know Now

Capturing and Working with Data

Top 5 Tips

Questions?

Capturing Data

Wanted to avoid counselor overload…

Initial Concerns

“I feel like it’s more work…”

“Entering data takes too much time.”

“I’m used to doing it the old way.”

Overcoming Objections

How could we help our counselors work more efficiently?

Efficiency Ideas

Create Templates for

Common Interactions

Enter Data As You Go

Have

CRM

Open At

Desk

Where we’ve gained efficiency

•Reduced manual entry of data

•Mass import of lead source data

•Instant capture of student/faculty phonathon results

•Automatic visit confirmations using email templates

•Management of event emails

Where we’ve gained efficiency

Time Spent Entering Inquiries

Number of Inquiries

Processed

• 45,000 inquiries annually:o20,000 Lesley Collegeo5,000 Art Institute of Bostono20,000 Graduate and Adult Bachelor’s

• Manual entry reduced by half at each institution due to either mass import of inquiries into Intelliworks or online forms.

Tracking Progress Over Time

Track interaction usage (month by month)

Analyze Marketing Efforts

Analyze Event Effectiveness

Agenda

Admissions…My How We’ve Changed

A Snapshot of Lesley University

CRM Goals and Objectives

What I Knew Then…What I Know Now

Capturing and Working with Data

Top 5 Tips

Questions?

Top 5 Tips

1. Think incrementally

2. Train the Trainer

3. Meet people where they are

4. Provide resources internally

5. Have top-down mandate for change

Questions?

Jane Raley,

Director of Enrollment Management Operations

jraley@lelsey.edu

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