Recruitment: Increasing Student Recruitment Efficiency
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1 HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Brian Wm. Niles, TargetX Karen Full, Kettering University Thomas Kasper, Eastern Michigan University Increasing Student Recruitment Efficiency
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Colleges continue to face increasing pressure to be more affordable from a growing, skeptical consumer audience. They must increase their efficiency in all areas of campus, including student recruitment. Admissions officers have been forced to do more with less and still bring in a class each year. Two colleges -- Kettering University and Eastern Michigan University -- will share their experiences of creating efficiencies by embracing the Salesforce platform in their admissions offices.
Transcript of Recruitment: Increasing Student Recruitment Efficiency
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Brian Wm. Niles, TargetX Karen Full, Kettering University
Thomas Kasper, Eastern Michigan University
Increasing Student Recruitment Efficiency
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
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The Perfect Storm Declining High School Graduates Shifting Parental Generation Economic Collapse
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
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The Perfect Storm Declining High School Graduates Shifting Parental Generation Economic Collapse
December 2011!
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
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Strategies that Work Cost Containment Measuring Effectiveness Reducing Redundancy Focusing Effort Targeted Messaging Automation (communication, reports)
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Karen Full Director of Undergraduate Admissions
Kettering University
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
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Who we are:
� Kettering University is the national leader in experiential STEM education, integrating an intense academic curriculum with applied professional experience. Through this proven approach we inspire students to realize their potential and advance their ideas.
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
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What works well for us:
� Telling the Kettering University story � Learning the student’s story � Strategic communication � Hosting outstanding events � Excellent follow-up / customer service
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
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Salesforce=Streamlining of Processes
Lead/Inquiry Generation
Communication Plan
Travel/Outreach Events Customer
Service/Follow-up
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
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Salesforce x Kettering Recruitment Team = Optimization
� Data-Driven!
Relationships Communication Mobility Transparency
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
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What else is working?
� Email Campaigns & Segmentation � Consistent Templates for Recruiters � Tracking Campaigns and Conversations � Recruiter Task Management
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
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And what’s next?
� Parent communication plan � Alumni recruiters and communication � Utilization of current students in recruitment � Expand social networking opportunities
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Thomas Kasper Senior Admissions Advisor
Eastern Michigan University
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
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Who we are:
� Eastern Michigan University is a comprehensive regional public university with a focus on the Arts & Sciences, Business, Education, Health & Human Services, and Technology.
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
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Critical Needs:
� Ability to be distinct in a pool of similar schools � Maximize prospect/inquiry/ applicant touch points � Strategic communication � Tracking data on everyone, everything � Banner Integration � Turn ‘applicants’ in to ‘applicans’
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
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Salesforce + Eastern Michigan = Streamlined Processes
� Workflows automate tasks � Campaigns send directed messages and track the
results � Reports can be written and scheduled to run and
distribute � Data can be easily uploaded, extracted or analyzed
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
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Salesforce + Eastern Michigan = Unification
� Messages � Outreach efforts � Event registrations and confirmations � Reporting
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
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Salesforce + Eastern Michigan = Unification
� The CRM allows us to create consistency with methods, messages and expectations of service
� Real time data and use of dashboards get everyone on the same path towards our common-goal, increased enrollment of quality students
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
