TCC CRM Public Affairs and Communications Presentation of Ideal State
Manual Inputs Applicants to TCC Web Contact Forms Outside of CRM General Mailing List Career Coaches Enrollment Funnel Recruiters Lapsed Info Center Lead Enrolled Program Heads Applicant Communication Financial Aid Hot Lead (Transfer) (Graduate) Stakeholder Seats Prospect Pipeline Students (SIS)
Enrollment Funnel - Automatic inputs are programmed to go directly into system All new applicants to TCC Web contact forms Need to develop a way to cross reference and match with existing contacts avoid duplication Manual Inputs Applicants to TCC Web Contact Forms - System has an interface for manual entry from face to face contacts Limited number of seats assigned to key users across district and campuses Enrollment Funnel
Primary CRM Users Career Coaches Recruiters Info Center Program Heads Financial Aid - Users input leads into the system based on encounters with potential students - Have ability to search system for student name. If person is in system, they have ability to enter notes or comments from meet and review history If person is not in system, they enter as a new lead - System has capability to pull reports on user and group prospect entry - Each user has an inbox in which they are assigned hot leads to contact System has a ticketing system that user can solve ticket Reports and queries can be run to show solved and unsolved tickets - Note: There will likely need to be a dedicated CRM staff member to serve as clearinghouse Stakeholder Seats
Lead Scoring - Build in the knowledge we are gaining from call campaigns We can t call everyone, but some are higher priority than others Change content and frequency of MKTG messages based on priority Removed from system after 18 months if not enrolled - Lead - Anyone who has expressed interest in college or filled out prospect form Lead Applicant - Applicant - Anyone who fills out VCCS application - Hot Lead - Highest priority contact, and assigned to stakeholder for personal contact - Become a Hot Lead by: - Being both a lead and an applicant - Personal identification by seat holder - Applicant takes placement test - Applicant attends orientation - Applicant Is approved for financial aid Hot Lead
This Only Works With SIS Communication - Prospect Pipeline Needs To Be Constantly Informed By SIS Applicants fed into system Leads and applications cross reference with each other Monitor applicant status for orientation, testing, financial aid Status must change when prospect becomes a student Lapsed students should be treated as leads for at least 1 year (still marked as lapsed) Lead Enrolled Applicant Communication Hot Lead (Transfer) (Graduate)
Everyone Falls in 1 of 2 Groups Prospect Student Lead Lapsed Identify Holds Applicant Current Student Hot Lead Wait List? Grad Transfer
Outside of CRM - System Won t be capable of holding all contacts forever Keeping every contact in CRM is cost prohibitive We will still want to keep some level of contact with everyone that enters the system (as long as address is valid) Create a constant contact or mailchimp system for purged contacts - Specific timelines for system transfer must be developed Non-enrolled prospects move after 18 months Lapsed students move after 18 months Outside of CRM General Mailing List
Manual Inputs Applicants to TCC Web Contact Forms Outside of CRM General Mailing List Career Coaches Enrollment Funnel Recruiters Lapsed Info Center Lead Enrolled Program Heads Applicant Communication Financial Aid Hot Lead (Transfer) (Graduate) Stakeholder Seats Prospect Pipeline Students (SIS)
Ability For Instant Queries - Built in accountability for follow up - How many intakes come in given time period? Gives ability to compare historically - Where are the prospects coming from? - What types of prospects are converting best? - What else do we want to track?