RESEARCH. Agenda 7/19/2013. Inquiry Management and Baldwin Wallace University s Success Story

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Myrtle Mosley
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1 Inquiry Management and Baldwin Wallace University s Success Story Frank Bevec, Vice President & Senior Consultant, RuffaloCODY Susan Dileno, Vice President of Enrollment Management, Baldwin Wallace University Agenda Inquiry Management aka Enrollment Strategy Profiler (ESP) Research Baldwin Wallace University Case Study Best Practices/How to get most out of the ESP tool Enhancements Discussion/ Q&A RESEARCH 1

University Agenda Inquiry Management aka Enrollment Strategy Profiler (ESP) Research Baldwin Wallace

2 Defining Grades and Codes PREDICTIVE MODELING A B C D E F G H I J LEVEL INTEREST L 1 2 BREAD & BUTTER ASPIRERS 3 4 LOOKERS/DRAINERS 5 0 NOT SURVEYED HISTORIC NOT INTERESTED LOOKERS/DRAINERS Conversion Rates 2012 Final Conversion Rates by ESP Quad Codes Inq to App Completion Rate Admit Rate Yield Inq to Dep BR 28.86% 90.36% 92.74% 35.99% 8.70% AS 23.59% 84.89% 85.71% 31.41% 5.39% SS 10.93% 90.40% 92.55% 26.38% 2.41% HC 8.89% 84.79% 90.04% 31.73% 2.15% LS 3.37% 37% 79.59% 85.00% 20.87% 0.48% NI 1.98% 82.14% 91.36% 21.30% 0.32% Not Sent to RC 8.32% 80.10% 85.37% 28.80% 1.64% 2012 Final Conversion Rates by ESP Profile Inq to App Completion Rate Admit Rate Yield Inq to Dep HIGH PROFILE 16.86% 88.38% 91.33% 33.70% 4.58% LOW PROFILE 2.74% 80.43% 87.15% 21.02% 0.40% Not Sent to RC 8.32% 80.10% 85.37% 28.80% 1.64% Inquiry Pool Composition 2012 Inquiries by Quads 2012 Inquiries by ESP Profile NI 32% BR 10% AS 2% SS 4% HIGH PROFILE 29% HC 14% LS 38% LOW PROFILE 71% 2

93% 90.40% 92.55% 26.38% 2.41% HC 8.89% 84.79% 90.04% 31.73% 2.15% LS 3.37% 37% 79.59% 85.00% 20.87% 0.48% NI 1.98% 82.14% 91.36% 21.30% 0.32% Not Sent to RC 8.32% 80.10% 85.37% 28.80% 1.

3 Applicant Pool Composition 2012 Applications by Quads 2012 Applications by ESP Profile NI 9% LOW PROFILE 28% LS 19% BR 40% HIGH HC 18% SS 6% AS 8% PROFILE 72% Deposit Pool Composition 2012 Deposits by Quads 2012 Deposits by ESP Profile NI LS 11% 6% LOW PROFILE 18% HIGH PROFILE BR 82% HC 51% 18% SS 6% AS 8% Conversion Rates by Profile 2012 Inquiry to Application Conversion Rate by ESP Profile 2012 Inquiry to Deposit Conversion Rate by ESP Profile HIGH PROFILE 16.86% HIGH PROFILE 4.58% LOW PROFILE 2.74% LOW PROFILE 0.40% 3

4 Retention Impact 9% 43% 53% 54% 41% 19% 12% 11% Bread d& Butter Aspirers Settlers Historic Lookers Not Interested Inquiries Applicants Enrollees Sophomores RuffaloCODY, Fall 2012 Consolidated Analysis of Fall 2011 Cohort How does Baldwin Wallace utilize Inquiry Management? BALDWIN WALLACE CASE STUDY Baldwin Wallace University 4

RuffaloCODY, Fall 2012 Consolidated Analysis of Fall 2011 Cohort How does Baldwin

5 Baldwin Wallace & Inquiry Management Baldwin Wallace University has used RuffaloCODY for many years to help manage a large inquiry database. The tool allows us to identify students, early in the recruitment cycle, who are most interested in BW and therefore likely to apply and enroll. How Baldwin Wallace Utilizes Inquiry Management Provides us with a manageable list of highly qualified prospects that we can engage in a more personal and active way The targeted list allows the admission staff to focus efforts on those most likely to be interested in BW, rather than spending time on prospects who are unlikely to apply or enroll Admission staff have better results in their phoning efforts and more engaging conversations Also, by reducing their call lists, they can redirect their efforts to other activities that are more productive Inquiry Pool Composition 5

How Baldwin Wallace Utilizes Inquiry Management Provides us with a manageable list of highly qualified prospects that we can engage in a more personal and active way The targeted list allows the

6 Inquiry to Applicant Conversion Class entering Fall 2012 Outcomes Inquiry Management saves us dollars. Students who have a marginal interest do not receive our expensive print pieces, like the viewbook, which save us print and postage costs. Nearly 70% of our prospect database is comprised of low profile students Just over 2% of those students actually apply. 31% of our inquiry pool produces 88% of our deposits. Baldwin Wallace Inquiries & Deposits Class entering Fall

7 The Power of the Geodemographic Data Provided This information allows us to target inquiry segments in which we would like to increase enrollment Example: Household Income information If we wish to grow enrollment among students with little to no financial need, the data provides that intelligence for us to shape our class. Baldwin Wallace Retention GRADE 2011 APP RATE (Inq to App) 2011 DEP RATE (Inq to Dep) 2012 RETENTION RATE (Inq to So) BREAD & BUTTER 33.4% 8.2% 6.6% ASPIRERS 23.7% 5.3% 4.2% SETTLERS 7.9% 1.3% 0.9% HISTORIC 12.9% 2.5% 2.0% LOOKERS 2.3% 0.3% 0.2% NOT INTERESTED 0.9% 0.1% 0.1% TOTAL 6.5% 1.4% 1.1% Retention by Category BREAD & BUTTER ASPIRERS SETTLERS HISTORIC LOOKERS NOT INTERESTED Deposit Sophomore Year 7

Baldwin Wallace Retention GRADE 2011 APP RATE (Inq to App) 2011 DEP RATE (Inq to Dep) 2012 RETENTION RATE (Inq to So) BREAD & BUTTER 33.4% 8.2% 6.6% ASPIRERS 23.7% 5.3% 4.2% SETTLERS 7.9% 1.3% 0.

8 Baldwin Wallace Retention RuffaloCODY Recommendations BEST PRACTICES Timing Upload results into your CRM or student database within 72 hours. Please make certain that all information is loaded, as communication strategy can be created based on the answers to the survey questions. 8

9 Channels Send all electronic communication to students with addresses who have a segment code of: ESP: Bread and Butter (BR), Aspirers (AS), Settlers (SS), and Lookers and Drainers (LS) RCQ: Grades 1 through 5 We suggest you send your first electronic piece within 72 hours of receiving the student response file. E communication should include information about: visiting campus campus event days application requirements and drivers other branding messages. Channels Send all direct mail to students with addresses who have a code of: ESP: BR, AS, and SS. RCQ: Grades 1 through 5 Send printed, pre populated applications to these same students Send electronic application campaigns with triggers to students who have a code of: ESP: BR, AS, SS, and LS RCQ: Grades 1 through 3 Staff Outreach Recruitment staff should reach out to: ESP: BR, AS, SS RCQ: Grades 1 through 3 They should develop a personal communication plan: This plan should include at least six touches Use a combination of phone calls, s, personal meetings, or other means of building a one to one recruitment relationship with the student. If you have a student calling center, we recommend that student callers develop a three touch communication plan to reach out to: ESP: HC RCQ: Grades 4 and 5 9

E communication should include information about: visiting campus campus event days application requirements and drivers other branding messages.

10 Optimize Your Communications Remove students coded as Not Interested from your communication flow You can withdraw them in your CRM or student database. DON T BE AFRAID TO LET GO. Data Checking At the conclusion of your program, you receive a master list of student records and results Check this list against your CRM or student database to make sure all data has been uploaded correctly For ESP clients, the master list of code HC will be available at this time HC students have a high propensity to apply: add them to your electronic and direct mail communication flow. ENHANCEMENTS 10

Data Checking At the conclusion of your program, you receive a master list of student records and results Check this list against your CRM or

11 Enhancements Task Management and E reporting Travel Management Print On Demand postcards Intelligent Recruiting Counseling staff receive s throughout the campaign directing them to the right students They can record their interactions within our system Management receives regular reports to assess counselor activity relative to campaign results With the optional travel management system, streamline a notoriously cumbersome process Staff Outreach Prompts 11

interactions within our system Management receives regular reports to assess counselor activity relative to campaign

12 DISCUSSION Thank you! For more information contact: Frank Bevec (262) Please complete the session evaluation at: 12

FLORIDA SOUTHERN COLLEGE

Florida Southern College 1 FLORIDA SOUTHERN COLLEGE Florida Southern College 2 In 2005, Florida Southern College in Lakeland, Fla., partnered with RuffaloCODY to strengthen one key area of its enrollment