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Rio Salado College

Rio Salado College. Impact of Call Centers on Student Recruitment and Retention Melanie Abts, Counseling Faculty Chair Maribeth All, Outreach Manager . The Outreach Center. Marketing, Recruitment and Retention Inbound/Outbound Call Center Process Improvement Peak Time Coverage. Outbound.

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Rio Salado College

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  1. Rio Salado College Impact of Call Centers on Student Recruitment and Retention Melanie Abts, Counseling Faculty Chair Maribeth All, Outreach Manager

  2. The Outreach Center • Marketing, Recruitment and Retention • Inbound/Outbound Call Center • Process Improvement • Peak Time Coverage

  3. Outbound The first year results: • Conducted over 55 Outbound Campaigns • Over 35,000 phone calls were made • 1658 student were converted • 12% conversion rate

  4. 3 Month Intensive Training

  5. Customer Relation Management System (CRM) • CRM organizes leads • Helps track campaign efficiency by generating reports • Create leads • Tracks e-mail campaigns

  6. Inbound Rio’s main line and all advertising publications are directed to the OC. Calls have jumped from 50 inbound calls a week to several hundred calls weekly. Bilingual OC rep handles the ESL line Spanish option on main line

  7. Example Campaign Save the Student • A collaboration with the OC and Counseling Faculty • Targeting extremely at risk students

  8. Save the Student Campaign Campaign Criteria 1) Has earned a W, Y, D, F, or Z grade in the course more than once previously. 2) Has dropped, or has been dropped from, the course more than 3 times previously. Drop defined as Enroll Status = D. 3) Has earned more than 4 F or Y grades previously.

  9. Student Success Course • CPD 115 “Creating College Success” (1 credit) (Counseling & Personal Development) Strategies to create success in college. Methods for selecting and developing effective academic strategies, increasing self-awareness and developing self-management strategies. CPD 150 “Strategies for College Success” (3 credits) (Counseling & Personal Development) Focus on increasing student success through college orientation and personal growth, study skills development, and educational and career exploration and planning.

  10. Save the Student Outcome • Called 900 Student starting 12/2009 • 332 enrollments – Students still in courses • 116 completed • 12.9% conversion rate

  11. Process Improvement Information Request Process

  12. Mailing Information Request Packets 20-25 packets a day. Each packet cost an average of $3.25 mailing/time and labor (not including material cost) Weekly $350-$400 Monthly $1200 -$1600, Yearly $18,000-$20,000

  13. Information Request Website

  14. Current Campaigns Life Happens - Recruitment Self Serve Student- Retention Info Request-Recruitment Save a Student- Persistence Program Specific Campaigns

  15. Brainstorm Activity • Recruitment Retention Campaigns

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