algonquin college accelerates student recruitment with salesforce
Post on 21-Oct-2014
1.006 views
DESCRIPTION
Listen to Doug Wotherspoon, Executive Director of Advancement at Algonquin College in Canada talk about how the salesforce platform has allowed them to revamp their student recruitment process.TRANSCRIPT
![Page 1: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/1.jpg)
ACCELERATING STUDENT
RECRUITMENT WITH SALESFORCE
Doug Wotherspoon Executive Director, Advancement
![Page 2: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/2.jpg)
Welcome to Canada
![Page 3: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/3.jpg)
Agenda
• Introduction to Algonquin • The business imperative • Why Salesforce? • Our Sales System • Results • Demo • Lessons Learned + Q&A
![Page 4: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/4.jpg)
BACKGROUND
![Page 5: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/5.jpg)
Overview
• 20,000 FT & 35,000 PT Students • 4 campuses + online • Salesforce.com client for 24 months • 52 licenses • Using SF:
• Student Recruitment • Corporate Training • Student Retention (February)
![Page 6: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/6.jpg)
Context
![Page 7: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/7.jpg)
Ontario Population
![Page 8: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/8.jpg)
15-24 years of age
![Page 9: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/9.jpg)
![Page 10: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/10.jpg)
![Page 11: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/11.jpg)
SALES & MARKETING AUTOMATION
![Page 12: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/12.jpg)
CRM Evolution
NOV. 2010 TODAY
![Page 13: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/13.jpg)
November, 2010
![Page 14: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/14.jpg)
Today
![Page 15: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/15.jpg)
Cost
2010-11 • $100,000 • CRM Administrator • + Re-organized the
Advancement unit
2011-12 • $109,000 • CRM Administrator
![Page 16: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/16.jpg)
Why Salesforce?
1. Ease of use 2. Foundation pricing 3. IT Lite 4. Pay as you go 5. Proven sales
process
6. Employee engagement via Chatter
7. Foundation Community 8. AppExchange 9. Enterprise-ready 10.Marketing Cloud
Expected Unexpected
![Page 17: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/17.jpg)
Traditional Approach
Open House
Recruitment Presentation
Advertising Campaign
Pick up Brochure
Website
Tour
![Page 18: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/18.jpg)
Modern Approach
Open House
Recruitment Presentation
Advertising Campaign
Pick up Brochure
Website
Tour
CRM
Lead Nurturing
![Page 19: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/19.jpg)
Modern Approach
![Page 20: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/20.jpg)
Information Card
3-7 minutes to enter data
![Page 21: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/21.jpg)
Out
side
Sal
es R
ep
Clie
nt
CRM
D
ata
Cler
k
Presentation Booked
Info Cards Distributed
Student Fills out Info Card in
Writing
Info Cards Delivered to
Inside Sales Rep
Card Reviewed for Missing Data
Data Entered into CRM
NO
Contact Client
Client Receives
Information
YES
Client Responds
Missing Data
YES
NO
YES / NO
Information Sent
Incorrect Data
Pre-iPad App
![Page 22: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/22.jpg)
Out
side
Sal
es
Clie
nt
CRM
D
ata
Cler
k
Presentation Booked
iPad Distributed
Student Enters Data into iPad
Auto Transfer of Data into CRM
Client Receives
Information
YES
NO
Information Sent
Incorrect Data
Post-iPad App
![Page 23: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/23.jpg)
Pilot Project
![Page 24: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/24.jpg)
Lead collection
![Page 25: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/25.jpg)
Sales Process Awareness
Consideration
Preference
Apply/Opportunity
Offer
Confirmation
Paid
Register
![Page 26: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/26.jpg)
Lead Nurturing
Open House
Campus Tour
Applicant Registered
![Page 27: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/27.jpg)
Personas Jasper Cory Rhonda Jane Mrs. Smith
Prospect High Schooler
Prospect Late Bloomer
Prospect Upgrader
Applicant Influencer Parents
• 17-19 yrs • Eastern Ontario • Low-Mid family
income • One parent went to
College • Updates Facebook
daily • Texting machine
• 19-24 yrs • Ottawa/Eastern Ontario
based • Works low paying job • Disenchanted with High
School • Highly social • Facebook and Twitter
daily • Texting machine
• 25-35 yrs • Canada • Earning $25-40k • Graduated from PSE
within past 10 years • Uses email regularly for
work • Moderate Facebook and
LinkedIn user.
• Timeline for acceptance,
payment, course selection.
• Interested in Fee deferrals, Scholarships, Awards and bursaries
• Will I fit in? • How will I meet friends? • Where will I live?
• 40-55 years • Low-Mid family income • 70% • Uses email regularly • Scholarships, safety,
housing • Seeks personal
interaction throughout sales cycle
![Page 28: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/28.jpg)
Basic Automation
1 Capture
Prospective Student
Information off a
Landing Page.
2 3 4 5 System assigns
Prospect to the right
Enrolment Coach & adds the
Lead to the Chatter Feed.
System assigns
Prospect to appropriate
Nurture Campaign.
Updates Prospect’s
file in Salesforce
and appends all
previous anonymous
activity.
Scores the Prospect & creates a
“Follow-up” Call for the
Inside Sales Rep within Salesforce.
![Page 29: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/29.jpg)
Send Email Why Ottawa
Send Email Intro to Residence
Send Email Living in Ottawa
webinar Invite
Wait 1 week •Clicks links +1 •Views video +5
•Clicks link +1 •Registers+5, int. moment •Attends webinar +10, follow-up phone call
Wait 1 week •Clicks links +1 •Views video +5
Basic Nurturing
![Page 30: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/30.jpg)
DEMO
![Page 31: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/31.jpg)
![Page 32: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/32.jpg)
![Page 33: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/33.jpg)
![Page 34: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/34.jpg)
![Page 35: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/35.jpg)
![Page 36: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/36.jpg)
![Page 37: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/37.jpg)
RESULTS
![Page 38: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/38.jpg)
Today • Automated lead capture • Automated print fulfillment • Automated nurture campaigns
based on stage and persona • Event management • Follow up surveys • Lead scoring • Student Information System
integration (Dec/Jan)
![Page 39: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/39.jpg)
Results
2009-10 Recruiter
Productivity
0.4 presentations/day
2010-11 Recruiter
Productivity
1.1 presentations/day
2011-12 Recruiter
Productivity
1.5 presentations/day
![Page 40: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/40.jpg)
Results
2010-11 Lead
Generation
23%
2011-12 Lead
Generation
71%
![Page 41: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/41.jpg)
Results
Lower Publications
Costs
$50k
Improved Response
Time
Days-Minutes
![Page 42: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/42.jpg)
Lessons Learned
• Attend Dreamforce • Hire a CRM Administrator • Invest in training • Ask the community – HigherEd Chatter • Talk about your successes • Act locally, think enterprise
![Page 43: Algonquin College accelerates student recruitment with Salesforce](https://reader034.vdocuments.mx/reader034/viewer/2022051512/54472333afaf9f69178b48ea/html5/thumbnails/43.jpg)
QUESTIONS
Doug Wotherspoon Executive Director, Advancement Algonquin College [email protected] @wotherspoond 613-727-4723, ext. 7035
Accelerating Student Recruitment with Salesforce.com
by Algonquin College is licensed under a Creative Commons
Attribution-NonCommercial-ShareAlike 3.0 Unported
License.