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

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

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

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

Round 1 – Accelerating Webinar

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

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

17-29 year olds in Canada

2013-14

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

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

Today’s Recruitment Reality

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

Today’s Recruitment Reality

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

Sales Process Awareness  

Considera-on  

Preference  

Apply/Opportunity  

Offer  

Confirma-on  

Paid  

Register  

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

Traditional Approach

Open House

Recruitment Presentation

Advertising Campaign

Pick up Brochure Website

Tour

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

Modern Approach

Open House

Recruitment Presentation

Advertising Campaign

Pick up Brochure Website

Tour

CRM

Lead Nurturing

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

Goal

2% ↑ in Applications

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

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/

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

Demand Generation – Lead Nurturing Open House

Campus Tour Applicant Registered

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

Round 2: Making it Personal

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

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

� Social Media � Profile Centre � Webinar � Call Centre

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

Marketing Cloud - Listen

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

Marketing Cloud - Listen Conversation Spikes

Offers sent for most programs

Offers sent for highly competitive programs

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

Marketing Cloud - Listen

Offers of admission sent in February & March

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

Marketing Cloud - Listen

“accepted” Future student?

Potential brand advocate?

Extra Nurturing?

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

Marketing Cloud – Engage

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

Marketing Cloud – Engage

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

Marketing Cloud - Measure

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

Results

% Registered All

31%

% Registered with SM

Engagement

56%

Graduation Rate of SM Engaged

Students

?

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

Sales Cloud & Marketo – Profile Centre

How to personalize when you collect limited data?

�  First & Last Name �  Email Address �  Grade

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

Sales Cloud & Marketo – Profile Centre

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

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

Sales Cloud & Marketo – Profile Centre

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

Sales Cloud & Marketo – Profile Centre

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

Sales Cloud & Marketo – Profile Centre

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

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

Results

2011-12 Data

Completion

33%

2012-13 Data

Completion

47%

Likelihood to Accept

1.8x

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

Service Cloud – Call Centre

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

Service Cloud – Call Centre

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

Service Cloud – Call Centre

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

Service Cloud – Call Centre

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

Results

Student Ambassador

Calls

21K

Algonquin Confirmations

9%

% of Called Students who

Register

?

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

Sales Cloud - Webinar

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

Sales Cloud – Webinar

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

Sales Cloud – Webinar

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

Sales Cloud – Webinar

Webinar Open Rate

22%

Webinar Registration

Rate

9%

Webinar Attendance

Rate

3%

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

Where to Start?

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

Crawl, Walk, Run

NOV. 2010

TODAY

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

Begins with Strategy

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

Nice to have Senior Support

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

But not required

Think

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

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

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

Follow a Simple Process

Design Develop Iterate

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

sfdc_ppt_corp_template_01_01_2012.ppt

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

Doug Wotherspoon – wotherd@algonquincollege.com Dan Scheunert – dan.scheunert@onpath.com

Questions?