CRM for Graduate Admissions: Your Key to Student & Faculty Success
Council of Graduate Schools Annual Meeting December 6, 2019
Olivia NashUniversity of the Pacific GraduateSchool
Kathryn Hausbeck KorganUNLV Graduate College
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Kate Hausbeck Korgan, PhDDean, Graduate College
University of Nevada, Las Vegas
Olivia NashAssistant Dean, Graduate School
University of the Pacific
Who we are
Today’s AgendaUniversity of the Pacific● About Pacific● Building out internal facing CRM to facilitate faculty and staff involvement with the
intention of increasing enrollment● Case Study: Master of Science in Data Science
University of Nevada, Las Vegas
● About UNLV● Strategies for Building a Lifecycle CRM
University of the PacificAt a glance
● Private, three city university : Stockton, San Francisco and Sacramento
● Total enrollment (2019): 6,321○ 3,554 undergraduate○ 1,143 graduate○ 1,624 first professional
● 80+ undergraduate majors, 30+ graduate programs, 3 first-professional programs
● Adopted Salesforce with TargetX in 2014; build out for Graduate Admission & Recruitment started in 2015
CRM Challenges at the Graduate Level• Decentralized nature of GraduateAdmissions• Faculty & staff in graduate programs see the CRM as yet another tool they need to
learn• Department resources (time, support staff, training tools) are limited and spread
thin• Marketing, recruitment and admission are typically not the primary focus in
graduate programs• Programs have different needs, use different applications with varying levels of data
insights
• Athletic Training
• Audiology
• Clinical Nutrition
• Data Science
• Food Studies
• Education (MA & EdD)
• Music Therapy
Launch new revenue-generating graduate programs from 2015-2020
Shift in graduate education at Pacific
• Nursing
• Occupational Therapy
• Physician Assistant Studies
• Public Administration
• Public Policy
• Social Work
How Pacific currently utilizes Salesforce
• Lead lists• Inquiries• Marketing Campaigns• Prospective Student events
Pacific’s Graduate School utilizes Salesforce for prospective students and applicants. It is used to track:
• Email Campaigns• Applicants (Enrollment Funnel)• Confirmed and Enrolled Students
Case Study: MS in Data Science
Fall 2015
2019
2019
2018
2016-2018
Program Launch
Limited Marketing efforts, 6 month
approved to enrolled timeline, no Salesforce use
Enrollment targets not
metLimited Salesforce
use
Salesforce Utilization
MemoData Science
program required to utilize
Salesforce tools in partnership with
GS
UOPInternational
Launched
2 year Marketing campaign launched
Largest DS Cohort
Enrolled
Fall2019
Program Specific Report Folders
Program Specific Enrollment Dashboards
Drill down
Inquiry Funnel
Drilling down into the dashboard
MarketingCampaignTracking
Outreach Plan
Results
Success in fall 2019 was due to:• Increased international effort with English Language partner• Increased & sustained digital marketing efforts• Systematically reviewing and interpreting enrollment funnel data to identify areas of opportunity
for targeting quality or missed inquiry and applicant populations
Subtitle placeholder
The Mission is the Message: Building a Successful Lifecycle CRM
Our System Needs & Challenges: The CRM is the Message
ADAPTABLE SYSTEM: 160+ PROGRAMS,
500+ CONCENTRATIONS & TRACKS
INTEGRATION w/PEOPLESOFT SIS
REPORTS & DATA DASHBOARDS
SINGLE ACCOUNTfor ADM, $,LIFECYCLE
PERSONAL PORTAL
RESPONSIVE: USER TRACKING, REVIEWS & RECOMMENDATIONS
CUSTOMIZED SYSTEM OF ENGAGEMENT
CULTURE CHANGE RESOURCES
We are Strategically Building our CRM Grad Student Lifecycle System of Engagement in 3 Overlapping Phases
PHASEPHASE
2015 - 2019
PHASE1
recru1itment, admissions,
funding
2017 - 2021
PHASE PHA2SE
enr1ollment to
graduation
2021 - 2023
PHASEPHA3SE
alumniplac1ement
&tracking
We’re Building each Stage of our CRMto Face our 3 Constituent Groups & Address their Concerns
Graduate College
PHTAeaSmE3
For1back-endprocesses,
communications, info sharing & R2PC
metrics
Graduate Programs &
Coordinators
PHTAeaSmE2
For ef1ficient back-end processes,
communications &reports/dashboards
& R2PC impact
Prospective & Current Graduate
PHStuAdeSntEs
1For r1esponsive,
personalized, easyinterface, individual on-time comms &
student success
We are Implementing a Grad Student Lifecycle CRM to Show Targeted Benefits & Earn Buy-In
1
Graduate College Team
PHCAASSESERESOURCES: TIME, $,
AND STAFF&
HAPPYCONSTITUENTS!
1
Graduate Programs &
Coordinators
PDHATAAS&EE-FORMS
TIME, EFFICIENCY, PERSONALIZATION
& CULTURE CHANGE
1
Prospective & Current Grad
Students
PPHERASOSNEALINFO
EASE, EFFICIENCY, RESPONSIVE,
PERSONAL&
ON TIME INFO
PE
CULTURE
CONSTITUENTS!
Grad Rebel Gateway PHASE 1: Recruit, Admit & Fund
Outreach
Admit: Offers, Tracking, YieldManagementApplicant: GC & Dept. Messaging based on Applicant Status Prospect: RFI, Tracking, FUND New & Current
Students: GAs, Scholarships & Fellowships; Funding Review, Tracking, Processing & GA Data Dashboards
• DocuSign forms■ EDA: Enrollment, Courses, Graduate Faculty Status■ Grad Advisory Committee tracking
• Timely Communications■ Authenticated web Cases for interactive & searchable communications■ RPC: Track & message to promote retention, progression, completion■ Events and professional & career development engagement tracking
• Progression & At-risk Tracking■ Student messaging & GC/Program alerts
Phase Two for Faculty/Staff & Students• Personalized portal, forms, funding & new applications for current students
■ IntegrationRx: PeopleSoft system of Record & Salesforce system of Engagement
■ Customized student information in their portal
1
••
•
1PPHHAASSEE
2
• DocuSign forms■ EDA: Enrollment, Courses, Graduate Faculty Status■ Grad Advisory Committee tracking
• Timely Communications■ Authenticated web Cases for interactive & searchable communications■ RPC: Track & message to promote retention, progression, completion■ Events and professional & career development engagement tracking
• Progression & At-risk Tracking■ Student messaging & GC/Program alerts
Phase Two for Faculty/Staff & Students• Personalized portal, forms, funding & new applications for current students
■ IntegrationRx: PeopleSoft system of Record & Salesforce system of Engagement
■ Customized student information in their portal
1
••
•
1PPHHAASSEE
2
Phase 2 Roll-Out:Online E-Forms in our Grad Rebel Gateway
● FormBuilder Rx○ Web forms for students
● Grad Faculty Status & Committee Tracking○ EDA: affiliations w/ privileges
● Program Enrollment○ Form requirements○ Status of forms
● Forms○ Tracking
● DocuSign○ Create envelopes○ Route for signatures
Student Form Requirements
Online Form
Form Tracking
Completed Form
• DocuSign forms■ EDA: Enrollment, Courses, Graduate Faculty Status■ Grad Advisory Committee tracking
• Timely Communications■ Authenticated web Cases for interactive & searchable communications■ RPC: Track & message to promote retention, progression, completion■ Events and professional & career development engagement tracking
• Progression & At-risk Tracking■ Student messaging & GC/Program alerts
Phase Two for Faculty/Staff & Students• Personalized portal, forms, funding & new applications for current students
■ IntegrationRx: PeopleSoft system of Record & Salesforce system of Engagement
■ Customized student information in their portal
1
••
•
1PPHHAASSEE
2
CASES Use, Outcomes & Reporting
ISSUE TRACKINGCases are created through email, web forms, & manual entry. Staff send email responses directly from the case record. This ‘conversation’ is saved to the contact’s record.
DATA ANALYSISSalesforce tracks the number of cases created, comments, emails, interactions, case owners, the length of time since the case last changed status or owner, and the case history.
BUSINESS PROCESSESCases centralize communications & improve transparency.Increases accountability & efficiency of teams & staff.
Cases have allowed us to improve customer service and efficiency, while ensuring consistency of messaging.
SalesForce CasesSalesForce Cases
Tracking MetricsCases provide data on types of issues so we know where to focus resources and communication efforts.
• DocuSign forms■ EDA: Enrollment, Courses, Graduate Faculty Status■ Grad Advisory Committee tracking
• Timely Communications■ Authenticated web Cases for interactive & searchable communications■ RPC: Track & message to promote retention, progression, completion■ Events and professional & career development engagement tracking
• Progression & At-risk Tracking■ Student messaging & GC/Program alerts
Phase Two for Faculty/Staff & Students• Personalized portal, forms, funding & new applications for current students
■ IntegrationRx: PeopleSoft system of Record & Salesforce system of Engagement
■ Customized student information in their portal
1
••
•
1PPHHAASSEE
2
•GRADUATESTUDENTLIFECYCLE
LATE
MIDDOCTORAL
MASTER'S
DOCTORAL
EARLYDOCTORAL
- - - - - - - - IMASTER'S I- - .. - - • - I
Strategic Student Communications
• Student Lifecycle On-time Info.• Early/Mid/Late Career Support• Form & Milestone Requirements• At-Risk Students
• Weekly Newsletter for Students• Monthly Newsletter for Faculty
& Staff• All branded for culture building
• Graduation Application & Info
•D e a r _
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Sincerely -
-- -- -.1. - - I- ..1·:: .•-.L--,
UNLV Graduate College Case Study:One Strategy for CRM Success & Mission Fulfillment
MEDIUMSalesforce CRM
&EnrollmentRx
MISSIONTop Tier & R1
MESSAGE + BENEFITSElevated Experiences Heightened Efficiency
Enables Strategic Actions Metrics Track Success &
Opportunities
* Marshall McLuhan & Quentin Fiore (1967) The Medium is the Massage
MEDIUMMetrics Track Success &
Buy-inDrives Growth
Thank You to our UNLV GC Systems & Data Team
Janine Barrett, Ex. Dir., Systems & Operations Maulik Maniar, Systems & Data Analyst
Payam Ezatpoor, Systems & Data AnalystKara Wada, Ex. Dir., Grad Enrollment Management
And so much gratitude to our terrific UNLV colleagues from the MyUNLV &
Office of Information Technology teams
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