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Carolina Figueroa, associate dean of admissions at George Mason University, examines GMU's major goals and opportunities in using Hobsons Connect and Apply Yourself.
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The best of both worlds: using Connect and
ApplyYourself in the student journey
Carolina Figueroa
Associate Dean of
Admissions
George Mason
University
February, 28th 2012
1
Agenda
• About George Mason and Hobsons
• Major Goals and Opportunities
• System Infrastructure
• Customized Communications
• VIP Pages
• Conclusion
George Mason University
About George Mason and Hobsons
3
About George Mason
• Founded in 1972
• Largest Virginia Public Institution – 32,000
• Located minutes from Washington, DC
• Offers 180 undergraduate and graduate
programs
• Enrolls 2,600 freshmen, 3,700
transfer, and 3,000 graduate
each year
George Mason University
4
The Mason Message
• Best value in Education
• World Class
– Global: 1,800 students from135 countries
– Ranked amongst “most diverse”
• Dynamic Campus Life
– Center for the Arts
– Patriot Center
• Location, location, location
George Mason University
5
Mason and Hobsons
• In 2008, Mason decides to replace
recruitment and online application system
• Looking for systems that could:
– Fully integrate with SIS
– Handle large complex e-mail campaigns
– Implement new capabilities quickly
– Present a cohesive personalized experience
– Be easily mastered by non-technical staff
George Mason University
6
Mason and Hobsons
• In October 2008, Mason and Hobsons
begin implementation
• Launched undergraduate instance of
Connect, followed by graduate instance
• Completed AY implementations by
Summer 2009.
• Maintained integration with SIS throughout
George Mason University
Major Goals and Opportunities
8
Major Goals
• Improve Customer Service
• Provide current and correct application
status online
• Drive enquiries to submit application as
soon as they enter the system
• Use information in application to track
enquiry commitment
George Mason University
9
Opportunities
• Mason “on the map”
– NCAA final four 2006
– US World & News Report “Up-and-Coming”
– Law School top 35 in US
• Partnership with access to 1.5M prospects
• Facilities investment of $450M in new
construction
George Mason University
System Infrastructure
11
System Infrastructure
George Mason University
AY Connect SIS
Prospects •Purchase Lists
Enquiries •Web
•Events
Pre-Apps •Test Scores
•App Started
Account Creation
App Details
Submitted Applications
Status, Checklist, Decision, etc..
Supporting Documents
App Details – Bridge: •Program of Interest •Address •Scores
Customized Communications
13
Take Advantage of the Bridge
• Enquiries in Connect can have app pre-
populated
• Confirm Information
• Follow up with
“App started for you”
• Next Acknowledge
when app started
George Mason University
14
Targeted Communications
George Mason University
• Example of Bridged Fields
– Academic Interest
– Country / State
– Military Status
• Target Messages
– Course Offerings
– Special Programs
– Alumni from Area
15
Measure Interest
• Check Via Bridge
– Last access date
– % completed
• Survey in Connect
– Applicant Interest
– Help needed
– Opt them out
or contact them
George Mason University
VIP Pages
17
Application Status
• Integration between SIS, Connect, and AY
• Communicate status to applicant
– Detailed: Documents received, in-review
– General: Application received, decision dates
• Targeted Information
– Relevant News
– Event Registration
– Surveys
George Mason University
18
VIP Challenges
• Agreement on content
– Status of application
– Marketing tool
• Validity of information
– Filter driven content
– Integration with SIS or AY
• Relevant and new
George Mason University
Conclusion
20
Information = Power
• Seamless integration is a powerful tool
• Takes time to develop strategy
• Personalization enhances customer
service experience
• Applicants have expectations of savvy
customers
George Mason University
Questions?