How do US Universities Manage and Succeed in the Recruitment of Students?

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1 How do US Universities Manage and Succeed in the Recruitment of Students? Manuel R. Luján Vice President for Enrollment Management at Texas A&M University Kingsville

2 Introduction SW&Services for Higher Education CRM - 100% owned Spain

3 Presentation Outline How do US universities organize themselves to meet the challenges of recruitment? They create Enrollment Management units/divisions. What strategies do they use to recruit undergraduate students? graduate students? They are all connected to the Recruitment Funnel. What tools do they use to coordinate and facilitate their communications? The most successful ones use CRM.

4 Strategic Enrollment Management Strategic Enrollment Management is an organizational concept and a systematic set of activities designed to enable educational institutions to exert more influence over their student enrollments.

5 Strategic Enrollment Management Strategic Enrollment Management is heavily involved with: Recruitment Retention Marketing Data Management Customer Service

6 Enrollment Management Organization Office of Admission Recruitment Event management Application processing Systems design Data management/analysis Office of Student Financial Aid Outreach Financial aid application processing Data management/analysis

7 Enrollment Management Organization (continued) Registrar s Office Records management Data management/analysis Communications Center Marketing creative (design and writing) Coordination of communication plans Web & social media management for EM CRM management

8 Freshman Applications Implemented Talisma CRM in September of 2006

9 Total Application Growth FALL 06 FALL 07 FALL 08 FALL 09 FALL 10 FALL 11 FALL 12 FALL 13

10 Enrollment Growth

11

12

13 Traditional Recruitment Approach Search Internet/Web College Day/Night Programs High School Visits College Programs (community colleges & other universities) Special Programs On Campus Off Campus Tours Publications

14 Traditional Approach (continued) Marketing Bill boards TV Radio Newspaper Internet Web Pages Social Media

15 Traditional Approach (continued) Is mostly focused on awareness Is more of a shot gun approach Lacks the follow up communication and personal attention that enhances a relationship So, what is missing?

16 The Recruitment Funnel Suspect/Prospect Inquiry Applicant Admitted Committed Entry Status (student type) Stage Market Segment Entry Term Source Enrolled

17 Segmentation Market Segment High school students High Achiever Admissible Transfer students High Achiever Admissible Graduate students High Achiever Admissible Areas of interest Major Extracurricular Etc. Psycho-demographic Big word for small concept. Who is more likely to enroll and where do they live. Cycle Time Entry term Target market cycle

18 The Recruitment Funnel & Yield Suspect/Prospect Inquiry Applicant Yield Rate Admitted Committed Report name: 2012 FR Funnel Count Report Enrolled Row: Active Prospect - Entry Status Column: Custom Active Prospect - Entry Status 1 Prospect 2 Inquiry 3 Applicant 4 Admitted 5 Committed 6 Enrolled First Time in College Freshman % 35.3% 66.2% 33.7% 86.3% 14.2% 9.4% 3.2% 2.7%

19 Campaigns

20 Campaign Design and Flow

21 Campaign Design and Flow

22 Mailers

23 Trip Report Object

24 Recruiting Trip

25 Prospect Data

26 Inquiry Mailers

27

28 Multiple Messages

29

30 Application Processing

31 Application Processing

32 Applicant Qualification

33 Qualification & Enrollment Grade Admitted Enrolled Did Not Enroll Yield Rate % % % % % % % % % % Total %

34 Call Center

35 Acceptance

36 Acceptance

37 Acceptance Communication

38 Housing

39

40

41 Scholarship Management

42 Financial Aid

43 Orientation

44 Interactions/ s

45 Canned Responses

46 Phone

47 Track able URL s

48 Analytics

49 Analytics Filter

50 Thank you

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