how to growth hack your crm to increase student sign-ups and digital engagement
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How to Growth Hack Your CRM to Increase Student Sign-Ups and
Digital Engagement
Jon Hinderliter
Levi LockeAssistant Director
CRM Administrator
University Marketing and CommunicationsUniversity of Missouri–St. Louis
University of Missouri-St. Louis
• Public research university• Over 16,000 students
• 13,569 undergraduate• 3,068 graduate• 172 professional
• 83% from St. Louis region (88% from Missouri)
• Founded in 1963
What do you want to grow?
UMSL Day Open House
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What is growth hacking?
Growth hacking are marketing techniques from startups
Hotmail – PS: I Love You. Get Your Free Email at Hotmail
DropBox- Friend joins, increase storage size
AirBnB – Craigslist cross-listing via API
Twitter – Follower of 5-10 account likely to become long-term user
Mailbox – Waiting list queue
Creative solutions based on data analytics that grow the marketing funnel
Prospective Students
100 Freshmen applicants
53 admitted
✓21 enrolled
100 Transfer applicants
70 admitted
✓55 enrolled
60% loss
59% loss 21% loss
College fairs, open house registrations, campus tours, web forms, inquiries…
CRM Source Data
1. Application Import2. Exam Scores3. Friend or Family4. Undergraduate
Inquiry IP5. E-Mail6. Campus Tour7. Web8. UMSL Day
Registration Page9. ACT Test Score10. HS/College
Faculty/Staff11. CBSS Prospect list12. ACT Purchased
List13. Advanced Credit14. College day/night
program15. Recruiter visited
high school16. Recruiter visited
my college17. Phone-When a
student calls us18. College Fair19. Radio ad20. Special Events21. College Visit22. Transfer Piece
23. Newspaper ad24. SAT25. Pi Theta Kappa
bought list26. UMSL Day Walk-in27. NextStep
purchased list28. Group Tour29. Inquiry from
Preview
The “Aha!” Moment
Campus Tours happen almost DAILY
Twitter – Social network
Quora – Question and answer site
Grouper – 3:3 dating site
User onboarding
Biggest takeaway reduce the initial barrier to entry
Where does the data go?
Web
API
CRM
Campus tour track part 1
Campus Tour track part 2
First 3 months
increase of 37%
Largest campus tour attendance in school history
CRM Source Data
1. Application Import2. Exam Scores3. Friend or Family4. Undergraduate
Inquiry IP5. E-Mail6. Campus Tour7. Web8. UMSL Day
Registration Page
9. ACT Test Score10. HS/College
Faculty/Staff11. CBSS Prospect list
12. ACT Purchased List
13. Advanced Credit14. College day/night
program15. Recruiter visited
high school16. Recruiter visited
my college17. Phone-When a
student calls us18. College Fair19. Radio ad20. Special Events21. College Visit
22. Transfer Piece23. Newspaper ad24. SAT25. Pi Theta Kappa
bought list26. UMSL Day Walk-in27. NextStep
purchased list28. Group Tour29. Inquiry from
Preview
But is it still popular with teens?
Does Facebook still matter?
Use Twitter Use Instagram Use Pinterest Use LinkedIn Use Facebook
% of Twitter users who…
N/A 53 34 39 90
% of Instagram users who…
53 N/A 37 30 93
% of Pinterestusers who…
29 31 N/A 29 87
% of LinkedInusers who…
31 24 28 N/A 83
% of Facebook users who…
22 23 25 25 N/A
Pew Research Center’s Internet Project August Tracking Survey, August 07-September 16,2013.
% of users of each particular site who use another particular site (e.g., 29% of Pinterest users also use Twitter)
Does Facebook still matter?
Use Twitter Use Instagram Use Pinterest Use LinkedIn Use Facebook
% of Twitter users who…
N/A 53 34 39 90
% of Instagram users who…
53 N/A 37 30 93
% of Pinterestusers who…
29 31 N/A 29 87
% of LinkedInusers who…
31 24 28 N/A 83
% of Facebook users who…
22 23 25 25 N/A
Pew Research Center’s Internet Project August Tracking Survey, August 07-September 16,2013.
% of users of each particular site who use another particular site (e.g., 29% of Pinterest users also use Twitter)
Facebook Snapchat Twitter Instagram LinkedIn
How do we find them?
Facebook marketing
Custom audiencesLikely audiences
Facebook custom audiences
CRM Facebook
Prospective Students
CRM Facebook
Prospect
Applied
Admitted
Enrolled
Similar Facebook users based on our CRM data
Facebook does the matching based on their meta-data understanding of their users
Example: 300 students that signed up for a Fall UMSL Day becomes 420,000 people in MO & IL age 17-25
Facebook likely audienceFall 2014 ProspectsFall 2013 AppliedUMSL Day Registrations 2012UMSL Day Registrations 2013UMSL Day Registrations 2014
UMSL Day Open House
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How to start your own growth hacking engine
Think outside the edu-verse
Everything is a remix
Questions?