Common Breakdowns in Professional and Continuing Education
(And How to Overcome Them) Webinar Series
Presented by the UPCEA Marketing and Publications
Community of Practice
STRATEGY + TECHNOLOGY = CRM SUCCESS
with presenter Todd Gibby, CEO, Intelliworks
Thursday, November 11, 2010
DemandEngine, Inc. Copyright 2010
2011 UPCEA Marketing Seminar
• February 9 – 11, 2011, San Antonio, TX
• Visit the seminar website (www.upcea.edu/marketing) to:
– Check out a video of what past participants have to say about the
marketing seminar
– Subscribe to receive email updates (and when you do you’ll receive
the top 25-marketing tips that have been shared at past UPCEA
Marketing Seminars)
– Register to attend
2
DemandEngine, Inc. Copyright 2010
Today’s Speaker: Todd Gibby
Todd Gibby is CEO of Intelliworks, a leading
provider of relationship management software
and services for higher education. Intelliworks’
web-based CRM solution helps colleges and
universities make purposeful connections with
students.
Prior to joining Intelliworks, Todd served as
executive vice president of operations at
Blackboard. He began his career in higher
education technology at Campus Pipeline (now
part of SunGard Higher Education).
3
Common Breakdowns in Professional and Continuing Education
(And How to Overcome Them) Webinar Series
Presented by the UPCEA Marketing and Publications
Community of Practice
STRATEGY + TECHNOLOGY = CRM SUCCESS
with presenter Todd Gibby, CEO, Intelliworks
Thursday, November 11, 2010
Strategy + Technology = CRM Success
“Managing relationships with prospective and current
students and their influencers is the new core
competency requirement for today’s enrollment
marketer. In this webinar, learn why relationship
management is a strategy-first proposition, enabled
by powerful CRM technology.”
Frameworks, considerations, pitfalls to avoid
DemandEngine, Inc. Copyright 2010
Agenda
7
Evolving to meet student expectations
Clarifying strategic approach
Setting and measuring benchmarks for success
Why CRM? Why Now?
DemandEngine, Inc. Copyright 2010
The Deck is Stacked, Right?
• Less than 16% of those enrolled in higher education are “traditional” age college students (18-22)
• Over 25 population is the fastest growing segment in higher education
• Availability of online and hybrid programs makes these programs more accessible than ever before
• Even in a recession, people are better off with an education than without
9
DemandEngine, Inc. Copyright 2010
The Deck is Stacked, Right?
10
DemandEngine, Inc. Copyright 2010
Challenges Abound…
11
DemandEngine, Inc. Copyright 2010
Challenges Abound…
12
DemandEngine, Inc. Copyright 2010
What you see happening
13
Enrolled Student
Application / Enrollment
Engagement
Education
DemandEngine, Inc. Copyright 2010
What’s actually happening
14
Enrolled Student
Application /
Enrollment
Engagement
Education
Enrolled Student
Application /
Enrollment
Engagement
Education
Enrolled Student
Application /
Enrollment
Engagement
Education
Enrolled Student
Application /
Enrollment
Engagement
Education
Enrolled Student
Application /
Enrollment
Engagement
Education
Enrolled Student
Application /
Enrollment
Engagement
Education
DemandEngine, Inc. Copyright 2010
What’s actually happening
15
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
Enrolled Student
Application /
Enrollment
Engage
ment
Educatio
n
DemandEngine, Inc. Copyright 2010
Finding Signal Amidst the Noise
16
Noise Discover Educate Engage Enroll Yield SignalAnalyze
DemandEngine, Inc. Copyright 2010
Finding Signal Amidst the Noise
17
Noise Discover Educate Engage Enroll Yield SignalAnalyze
DemandEngine, Inc. Copyright 2010
Finding Signal Amidst the Noise
18
Noise Discover Educate Engage Enroll Yield SignalAnalyze
DemandEngine, Inc. Copyright 2010
Finding Signal Amidst the Noise
19
Noise Discover Educate Engage Enroll Yield SignalAnalyze
DemandEngine, Inc. Copyright 2010
Finding Signal Amidst the Noise
20
Noise Discover Educate Engage Enroll Yield SignalAnalyze
DemandEngine, Inc. Copyright 2010
Finding Signal Amidst the Noise
21
Noise Discover Educate Engage Enroll Yield SignalAnalyze
DemandEngine, Inc. Copyright 2010
Finding Signal Amidst the Noise
22
Noise Discover Educate Engage Enroll Yield SignalAnalyze
DemandEngine, Inc. Copyright 2010
Finding Signal Amidst the Noise
23
Noise Discover Educate Engage Enroll Yield SignalAnalyze
DemandEngine, Inc. Copyright 2010
Evolution
24
Economic Trends
Demographic Trends
Consumer Trends
Technology Trends
DemandEngine, Inc. Copyright 2010
Evolving Communications
25
“If we are driving them there, should we then question where they currently are and how we can push content to them?
It seems that in our strategies, we are building a pull-environment for a push-customer...”
-Mark Hoetning, CIO, Arkansas State University (via EDUCAUSE Listserv)
DemandEngine, Inc. Copyright 2010
Expectations are Changing
26
WEB: 92 percent said that they would be disappointed with a school or remove it entirely from their lists if they didn’t find the information they needed on the school’s Web site.
SOCIAL MEDIA: 76 percent of students supported schools creating their own private social networks for prospective students.
ECONOMY: 46 percent claimed that the current economic crisis had caused them to reconsider the schools they would apply to or attend—an increase from 34 percent just last year.
MOBILE: 23 percent of respondents reported searching college sites from their smart phones.
Source: Noel-Levitz, “Focusing Your E-Recruitment Efforts to Meet the Expectations of College-Bound Students,” August 2010
DemandEngine, Inc. Copyright 2010
Not Just “The Kids”
27
Source: Community College Student Engagement Survey, June 2009
DemandEngine, Inc. Copyright 2010
Agenda
28
Evolving to meet student expectations
Clarifying strategic approach
Setting and measuring benchmarks for success
What is CRM?
DemandEngine, Inc. Copyright 2010
Defining CRM
30
• A comprehensive way to maximize the value of your customer relationships.
• Proven methodologies / technologies that help companies to identify, select, acquire, develop, and retain profitable customers.
• A way to improve customer experience and provide optimal service to your constituents.
DemandEngine, Inc. Copyright 2010
CRM: A Competitive Necessity
31
• CRM enables the creation of an
effective strategy for an institution to
differentiate itself.
• For a competitive advantage, Gartner
Research believes that institutions
must have a CRM system for
recruiting in place by 2011.
• By 2013, an institution will be at a
competitive disadvantage for
recruiting without this type of solution.Source: Gartner, Q&A: The Role of CRM in Higher Education Student Life Cycle Management, Marti Harris, December 2009
DemandEngine, Inc. Copyright 2010
Yet Adoption is Low Across Institutions
32
• Nearly a one third of institutions have already made an investment in a CRM solution
• In the next two years, this number will reach nearly half of all institutions, thereby making CRM a must-have rather than a nice-to-have solution in the industry
• As demographic, global and economic shifts make student recruitment more intense, institutions will undoubtedly perceive CRM as an increasingly important solution
32.0%
17.3%
11.3%
10.7%
7.3%
21.3%
0% 10% 20% 30% 40%
At no time in the foreseeable future
2 to 3 years
12 to 24 months
In the next 12 months
My institution has already purchased a CRM solution
Currently using CRM
Percentage of respondents
Institutional plans to purchase a CRM solution
Source: Datamonitor, Business Trends: Understanding Your Education Technology Customer, 2008
DemandEngine, Inc. Copyright 2010
CRM’S CHANGING ROLE IN HIGHER ED
33
Cost Install
FlexibilityAdoption
Discover
Engage
Enroll
Evaluate
Improve
CRM
Student Information System
Enterprise Resource Planning Solution
Learning Management Solution
Business
Intelligence
Solution
Source: Datamonitor
DemandEngine, Inc. Copyright 2010
CRM is not just…
34
TECHNOLOGY
People + Process + Technology = CRM
DemandEngine, Inc. Copyright 2010
You will fail without a strategy…
36
DemandEngine, Inc. Copyright 2010
Strategy Starts with Your Customer
• WHAT: What is their program / degree of interest?
• HOW: What is their preferred format of course delivery?
• WHY: What are their motivations?
• HOW WELL: How would they calculate a ROI?
• WHERE: Where do I find them…or let them find me?
Find out what motivates them
DemandEngine, Inc. Copyright 2010
Strategy Starts with Your Customer
DemandEngine, Inc. Copyright 2010
Why does motivation matter?
40
DemandEngine, Inc. Copyright 201041
Why are they here?2
What keeps them up at night?3
How can you solve their problem?4
What do you want them to do?5
How can you best reach them?6
How might they resist?7
What are they like?1
© duarte.com 2008
What motivates your students?
DemandEngine, Inc. Copyright 2010
Developing Personas
42
DemandEngine, Inc. Copyright 2010
Thinking in Human Terms
43
The Doubting Thomas
He went straight to work after high schooland now he’s looking to get ahead in his career. He’d like to go back and earn his degree, but just got promoted and doesn’t want to leave his job.
DemandEngine, Inc. Copyright 2010
Thinking in Human Terms
44
The Idea Man
He’s spent the last 25 years running his own company, and is ready to retire, but that doesn’t mean he’s ready to stop. Many assume he’s against online education due to his age, but in factrather affluent professionals like him may prefer to learn at their own pace while enjoying their golden years.
Figure out how to find them
DemandEngine, Inc. Copyright 2010
Preferred Communications Channels
46
Q: Would you want to receive information about a college or university via __________________?
825 26
4 16
9275 74
96 84
Text Message Email Facebook Telephone Postal Mail
Yes No
Source: Intelliworks LinkedIn Poll, January 2010 (n=100)
DemandEngine, Inc. Copyright 2010
Source: XKCD.com
“97% of students begin their search online. “ (Source: Stamats)
DemandEngine, Inc. Copyright 2010
Website Features that Matter
48
0 20 40 60 80 100
Online Application
Campus visit form
Cost calculator
Online course catalog
RSS feeds
Personlization
Virtual Tours
A lot of value
Extreme value
Source: Noel-Levitz, August 2010
DemandEngine, Inc. Copyright 2010
Agenda
49
Evolving to meet student expectations
Clarifying strategic approach
Setting and measuring benchmarks for success
DemandEngine, Inc. Copyright 2010
Awareness
Inquiry
Follow Up
Engagement
Qualification
Application
Enrollment
Retention
Admissions
MORE
The Tyranny of “More” (Part 1)
DemandEngine, Inc. Copyright 2010
The Tyranny of “More” (Part 2)
51
• Insight
– Leverage historical interactions to
communicate with students based on their
interests
– Provide information that’s relevant and
meaningful to each individual
• Engagement
– Build relationships across multiple
communications channels
– Connect students with experts at your
institution via email, chat, social media or
phone
• Support
– Provide a continuity of service by tracking
every interaction with a student
– Manage student inquiries efficiently to ensure
response and success
DemandEngine, Inc. Copyright 2010
Growth
Quality
Intelligence
Efficiency
DemandEngine, Inc. Copyright 2010
Do these look familiar?
53
• Common Goals
– Increase Enrollment
– Improve Staff Efficiency
– Control Data Sharing
– Enhance Effectiveness of
Student Contact
DemandEngine, Inc. Copyright 2010
Survey Says!
54
0%10%20%30%40%50%60%70%80%90%
100%
Very Important
Important
N/A
Less Important
Not Important
Source: Intelliworks Email Poll of UCEA/Eduventures Members, April 2010
DemandEngine, Inc. Copyright 2010
4 CRM Initiatives
55
Growth
Quality
Intelligence
Efficiency
GROWTH• Increase inquiries,
applications, enrollments, etc.
• Raise awareness of your program in the market
• Expand the diversity of your offerings
DemandEngine, Inc. Copyright 2010
4 CRM Initiatives
56
Growth
Quality
Intelligence
Efficiency
EFFICIENCY• Reduce the number of clicks it
takes to complete an application
• Improve your inquiry response time
• Automate workflow and communications
DemandEngine, Inc. Copyright 2010
4 CRM Initiatives
57
Growth
Quality
Intelligence
Efficiency
QUALITY• Attract more qualified
students or attract the right students for your program
• Differentiate your program from the competition
• Improve customer experience
DemandEngine, Inc. Copyright 2010
4 CRM Initiatives
58
Growth
Quality
Intelligence
Efficiency
INTELLIGENCE• Year-over-year comparisons
of your key metrics
• Responses to your marketing messages (opens/click throughs, etc.)
• Engagement of your community
DemandEngine, Inc. Copyright 2010
Measure Basics
59
• Establish benchmarks
– Student Inquiries
– Web site Traffic
– Event Attendees
– Applicants
DemandEngine, Inc. Copyright 2010
RESOURCES
• Higher Education and Social Media
– http://www.intelliworks.com/blog
– http://www.ustream.tv/user/intelliworks/videos
– http://www.slideshare.net/intelliworks
• Creating Marketing Personas
– http://video.google.com/videoplay?docid=-1799477031032190172&hl=en#
– http://technomarketer.typepad.com/technomarketer/2008/04/developing-pers.html
• Marketing Charts
– http://www.marketingcharts.com
• Cartoons
– http://www.tomfishburne.com/
– http://www.xkcd.com
DemandEngine, Inc. Copyright 2010
Questions
61
Download our free White Paper
www.intelliworks.com/services/upcea
DemandEngine, Inc. Copyright 2010
Contact Info
63
About Intelliworks
Intelliworks enables enrollment and
admissions professionals to make
purposeful connections with students
through its Web-based relationship
management, marketing and
recruitment services.
Leading institutions around the globe
leverage Intelliworks’ relationship
management solutions for higher
education to increase enrollment,
enhance marketing performance and
improve operational efficiency.
.
Todd Gibby, CEO
Follow me on Twitter: @tgibby
Read my blog:
http://www.intelliworks.com/blog
For more information,
visit, http://www.intelliworks.com.