The Best of Both Worlds: Using Connect and Apply Yourself in the Student Journey

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


http://www.gmu.edu/

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


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


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


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


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


http://gazette.gmu.edu/articles/12396/

System Infrastructure

11

System Infrastructure


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


14

Targeted Communications


• 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


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


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


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


Questions?

The Best of Both Worlds: Using Connect and Apply Yourself in the Student Journey

Education

Transcript of The Best of Both Worlds: Using Connect and Apply Yourself in the Student Journey