Summit 2008 Planning for Recruiting and Admissions Success

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1INDIVIDUAL ACHIEVEMENT. EDUCATIONAL EXCELLENCE. ADMINISTRATIVE INNOVATION. INSTITUTIONAL PERFORMANCE.

Planning for Recruiting &Admissions Success

Presented by: Tim Copeland,SunGard Higher Education

April 14, 2008

Course ID S-0790


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2Copyright 2008. All Rights Reserved.

Agenda

What are the challenges in connecting with the 21stcentury student?

How can a relationship management approach improve

performance? How can we build an agile approach to recruiting and

admissions?


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Recruitment 2.0: Connecting with the21st Century Student


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A Difficult Environment

50,000 Foot Level InstitutionalChallenges

Competition

A tougher public policy

environment

A call for demonstrated results


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State of Recruitment & Admissions

Where the Rubber Meets theRoad Recruiting andAdmission Challenges

Rapidly changing

demographics

Media proliferation Forecasting

Reaching an audience of one


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Media Proliferation


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The Forecasting Challenge

Record applications submittedthrough the Common ApplicationSource (1M+ since July 1, 2007)*

Use of pre-printed applicationshas exploded

The deposit as an insurancepolicy

* Press Release: Record Application Numbers Announced, (January 2008)


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Recruitment 2.0: The Engagement Challenge

The enrollment funnel is abroken metaphor that nolonger reflects the complex

student decision process Difficult to identify adult

learners through the namepurchase/direct mail

model Todays marketing and

recruitment challenge:reaching an audience of

one


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Voices from the Field

Stealth applications are a big problemstudents dontwant to be in contact with us until they are ready. Wevegot to the respect that and provide some (additional)

benefit for prospects to self-identify before they apply.(Public University, Midwest)

Last year for nearly 40% of our applicants their firstofficial contact with us was their application.(Private College, West)

Now that more and more students are not lettingthemselves get poured into the funnel, we need to be

doing more ...(Public University, Southeast)


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The Relationship Between Value and Price

Relationships Matter

Enrollment results are ultimatelydriven by an institutions ability toarticulate and convey the value of itsofferings within the context of astudents desires and motivations.

In the Absence of Value, Price isAlways an Issue

Without perceived value, the college-selection decision is, more often thannot, reduced to deal-making in the

financial aid process.


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Recruitment 2.0: What it Means

Relationships Matter The legacy model is failing

In this reality, resources aremisaligned

To achieve recruiting andadmissions success, our focus

must be on students


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How A Relationship ManagementApproach Can Improve Performance


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We have to make sure that we do notlose sight of the importance of

relationships versus turning enrollment

management into number crunching.VP Enrollment, Midwestern University


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What is Constituent Relationship Management?

Constituent RelationshipManagement (CRM) is a

philosophy and a business andenrollment strategy, supported bya system and technology,designed to improve student and

constituent interactions in ahigher education environment.

Adapted from Paul Greenburg (2004)


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A CRM Approach Can Deliver Outstanding Results

DemonstratedBenefits for

Business

Helped strengthencompetitive position

Delivered highreturn oninvestment (ROI)

Sales growth

How Banner EMDelivers

360 View ofStudents

Campaign Mgt andRecruiter

Workspace

PerformanceManagement

PotentialBenefits for

Higher Education

Recruitment ROIand improvedproductivity

Increase enrollmentperformance

Improve studentexperience/increasecompetitive position


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However it Requires a Four-Letter Word: WORK

CRM isn't simply a matter ofscrewing in some software. it'snot just a capability fix, effectiveCRM requires a vision, anunderstanding of what you aretrying to accomplish -- whatbusiness outcomes CRM cansupport, how you can drive valueas well as effective execution.

Bryan Crockett (2005), Accenture


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Lessons Learned

Accenture Slams CRMAs Ineffective

Is Your CRM SystemDestined To Fail?

70% CRM Project

Failure Rate

How to rescue CRM

Googling CRMFailure


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What it Means

1. A CRM approach is a philosophy and strategy, supportedby people and process, and enabled by technology

2. A relationship management approach can deliver

outstanding benefits3. A CRM approach can be transformational, but it requires

a clear strategy of what you want to accomplish,measurable objectives, and the involvement of key

stakeholders


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Planning forRecruiting and Admissions Success

An Agile Approach


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It Starts with Strategy

Goal: Increase enrollment by attracting and retaininga high quality, diverse student body.

Objective 1- Develop a recruitment strategy and scholarshipassistance.

Actions:

Visit top 20 feeder schools

Send follow-up correspondence Award scholarships to high achieving students

Objective 2 Retain students at a higher rate.

Actions:

Review tutorial staffing

Implement student surveys


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But, What Does Success Look Like?

Goal: Increase enrollment by attracting and retaining ahigh quality diverse student body.

By how much?, what timeframe? What measures determine quality?

Will the market support this goal?

Are the identified supporting actions evidenced-based?

Whos responsible? How do you know you have succeeded? Or failed?


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The Disconnect of Strategy and Execution

1. Unclear roles, responsibilities, accountabilities, andprogress measures

2. Weak monitoring of progress

3. Heavy reliance upon ANNUAL strategic and performancereviews

4. Slow and ineffective decision making

The Keys to Strategic Execution, (March 2007), American Management Association


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The Agile Recruiting and Admissions Office

1. Starting with a recruitment strategy, clear goals,measurable objectives, and key performance indicators

2. Building your enrollment operating system

Integration of people and process, enabled by technology Repeatable

Go to market

3. Clear understanding and identification of performance

drivers4. Adapt to changing conditions and institutional priorities

5. Viewing enrollment holistically


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What it Means

1. An agile approach to recruiting andadmissions starts with strategy

2. An enrollment operating system

allows institutions to adapt tochanging conditions and institutionalpriorities

3. Clearly define measures that drive

performance4. Execution matters!


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Moving Toward Maturity:How SGHE Services Can Help


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A Different Approach: Moving Toward Maturity

Predictive

Re

active

Broadcast

Relationship DrivenRelationship Driven

EventEvent--basedbased

MassMass

1

2

3

D

ataIntensity

Student Engagement

High

High


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Aligning Institutional and Student Viewpoints


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Seven Best Practices for a CRM Approach

1. Build strong executive support2. Require that business executives lead CRM, with support from IT3. Put in the right governance structure

Strategy and Governance

4. Assess practices5. Define clear objectives

Objectives and Practices

6. Define data requirements and data quality early

Data Management

7. Strive for high user involvementUser Adoption

Band, William. (2005), Best Practices for CRM Deployment, Forrester Research


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Summary

The enrollment funnel is a broken metaphor that nolonger represents the complex student decision process.

Recruiting and admissions success begins with strategyand clear objectives EXECUTION MATTERS!

CRM is an organizational philosophy and an enrollmentstrategy. Technology is the powerful enabler of thebenefits that accrue from a disciplined approach.

Developing an agile approach to recruiting andadmissions is a strategic imperative.

Moving toward enrollment marketing maturity increasesstudent engagement and yields predictive insight.


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SunGard, the SunGard logo, Banner, Campus Pipeline, Luminis, PowerCAMPUS, Matrix, and Plus are trademarks or registeredtrademarks of SunGard Data Systems Inc. or its subsidiaries in the U.S. and other countries. Third-party names and marksreferenced herein are trademarks or registered trademarks of their respective owners.

2008 SunGard. All rights reserved.

Tim CopelandSenior Consultant

Enrollment Management Consulting Practice

Email: [email protected]: 404-437-6449

Summit 2008 Planning for Recruiting and Admissions Success

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