Download - Keeping In Touch: CRM Strategy
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KEEPING IN TOUCHUsing an Effective Email and CRM Strategy
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◉ Michael Giordano
Assistant Director, Graduate Admissions
The University of Texas at Tyler
◉ Jessica Miller
Online Graduate Recruiter
The University of Texas at Tyler
Your Presenters
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◉ Small Public University
◉ 8,500 total students
◉ 2,500 graduate students
◉ Serves East Texas region
The University of Texas at Tyler
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◉ No strategy
◉ Philosophy: turn prospects into applicants
◉ Disorganized
◉ Non-uniform
◉ No follow up
What We Were Doing…
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◉ Lose contact
◉ Could only track individuals
◉ No call to action
Why It Was Ineffective…
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◉ Strategic CRM/Email usage
◉ Philosophy: Engage students throughout cycle
◉ Changed Email format
◉ Identified Status Categories
What We Changed…
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1. Prospect
2. Applicant (Not Accepted)
3. Accepted (Not Enrolled)
4. Enrolled
5. Inactive
Status Categories
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◉ Created calendars and spreadsheet
- Relative
- Absolute
New Emails
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◉ Populated calendar
◉ Rewrote emails
◉ Redesigned format
◉ Created tracking
New Emails
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◉ Populated calendar
◉ Rewrote emails
◉ Redesigned format
◉ Created tracking
New Emails
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◉ Filters of 4 stages
◉ Weekly analysis
◉ Monthly analysis
Results
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0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000
Prospect
Applicant
Accepted
Enrolled
Contact Stages - Monthly Comparison
9/1 10/1 11/1 12/1 1/1 2/1 3/1 4/1 5/1
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THANKS!Any questions?