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
Introduction SW&Services for Higher Education CRM - 100% owned Spain
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.
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.
Strategic Enrollment Management Strategic Enrollment Management is heavily involved with: Recruitment Retention Marketing Data Management Customer Service
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
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
Freshman Applications Implemented Talisma CRM in September of 2006
Total Application Growth 14000 13118 12000 10208 10000 8000 6000 4878 5711 6672 7053 8395 9026 4000 2000 0 FALL 06 FALL 07 FALL 08 FALL 09 FALL 10 FALL 11 FALL 12 FALL 13
Enrollment Growth
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
Traditional Approach (continued) Marketing Bill boards TV Radio Newspaper Internet Web Pages Social Media
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?
The Recruitment Funnel Suspect/Prospect Inquiry Applicant Admitted Committed Entry Status (student type) Stage Market Segment Entry Term Source Enrolled
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
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 47012 18931 6690 4430 1491 1287 40.3% 35.3% 66.2% 33.7% 86.3% 14.2% 9.4% 3.2% 2.7%
Campaigns
Campaign Design and Flow
Campaign Design and Flow
Mailers
Trip Report Object
Recruiting Trip
Prospect Data
Inquiry Mailers
Multiple Messages
Application Processing
Application Processing
Applicant Qualification
Qualification & Enrollment Grade Admitted Enrolled Did Not Enroll Yield Rate 1 1558 897 661 57.57% 2 519 153 366 29.48% 3 324 41 283 12.65% 4 113 12 101 10.62% 5 86 11 75 12.79% 6 156 7 149 4.49% 7 200 2 198 1.00% 8 456 26 430 5.70% 9 2 0 2 0.00% 10 227 0 0 0.00% Total 3641 1149 2265 31.6%
Call Center
Acceptance
Acceptance
Acceptance Communication
Housing
Scholarship Management
Financial Aid
Orientation
Interactions/Emails
Canned Responses
Phone
Track able URL s
Analytics
Analytics Filter
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