accelerate student recruitment: algonquin college

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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

Presented by

Doug Wotherspoon, Algonquin College Dan Scheunert, OnPath

Accelerating Student Recruitment Round 2


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


Round 1 – Accelerating Webinar

http://www.youtube.com/watch?v=IQQtGUS5_zE


17-29 year olds in Canada

2013-14

http://www.statcan.gc.ca/pub/81-595-m/81-595-m2007058-eng.pdf


Today’s Recruitment Reality


Sales Process Awareness

Considera-on

Preference

Apply/Opportunity

Offer

Confirma-on

Paid

Register


Traditional Approach

Open House

Recruitment Presentation

Advertising Campaign

Pick up Brochure Website

Tour


Modern Approach

Open House

Recruitment Presentation

Advertising Campaign

Pick up Brochure Website

Tour

CRM

Lead Nurturing


Goal

2% ↑ in Applications


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/


Demand Generation – Lead Nurturing Open House

Campus Tour Applicant Registered


Round 2: Making it Personal

Deliver the right information, to the right person, at the right time.


� Social Media � Profile Centre � Webinar � Call Centre


Marketing Cloud - Listen


Marketing Cloud - Listen Conversation Spikes

Offers sent for most programs

Offers sent for highly competitive programs



Offers of admission sent in February & March



“accepted” Future student?

Potential brand advocate?

Extra Nurturing?


Marketing Cloud – Engage


Marketing Cloud - Measure


Results

% Registered All

31%

% Registered with SM

Engagement

56%

Graduation Rate of SM Engaged

Students

?


Sales Cloud & Marketo – Profile Centre

How to personalize when you collect limited data?

�  First & Last Name �  Email Address �  Grade



Progressive Profiling The collection of new prospect information based on the data points previously collected.



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


Results

2011-12 Data

Completion

33%

2012-13 Data

Completion

47%

Likelihood to Accept

1.8x


Service Cloud – Call Centre


Results

Student Ambassador

Calls

21K

Algonquin Confirmations

9%

% of Called Students who

Register

?


Sales Cloud - Webinar


Sales Cloud – Webinar


Sales Cloud – Webinar

Webinar Open Rate

22%

Webinar Registration

Rate

9%

Webinar Attendance

Rate

3%



Where to Start?


Crawl, Walk, Run

NOV. 2010

TODAY


Begins with Strategy


Nice to have Senior Support


But not required

Think


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


Follow a Simple Process

Design Develop Iterate



Doug Wotherspoon – [email protected] Dan Scheunert – [email protected]

Questions?

accelerate student recruitment: algonquin college

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