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Hobson’s: CRM & AY. Sales Success Sonja Fenske , Aggie Fettig , Whitney Dierks. Hobson’s: CRM. AGENDA. Hobson’s: Apply Yourself. Hobson’s: Connect. Why?. What?. When?. How?. Who?. Hobson’s: CRM. What are the Points of Pride?.

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Hobson’s: CRM & AY


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    Presentation Transcript
    1. Hobson’s:CRM & AY Sales Success Sonja Fenske, Aggie Fettig, Whitney Dierks

    2. Hobson’s: CRM AGENDA Hobson’s: Apply Yourself Hobson’s: Connect Why? What? When? How? Who?

    3. Hobson’s: CRM What are the Points of Pride? • Manage students from inquiry through application to acceptance with one CRM system. • Increase efficiency and track results. • Maximize budget by doing more with less. • Create standout communication strategies. • Target unique populations in unique ways. • Online admissions process – saving money, time and trees!

    4. Hobson’s: CRM What is CRM? • Customer Relationship Management (CRM) • Manages and tracks student interactions and data

    5. Hobson’s: CRM What happens when a prospect is entered into Hobson’s? • Student begins to receive messages from communication plan

    6. Hobson’s: CRM What else? • An interest pageis created

    7. Hobson’s: CRM What else? • Students have the option to create a customizedSuccess PointVIP Page

    8. Hobson’s: CRM VIP Page Statistics • Total Visits: 4,062 • Engaged Visitors: 491 • Active / Unique Visitors: 1,611 • 3 visits on average per user

    9. Hobson’s: CRM Who is in the system? • Prospective students • Primary Market: traditional students • Secondary Market: • non-traditional students • international students • students that need to be retrained • younger grade students

    10. Hobson’s: Connect

    11. Hobson’s: Connect Who else is in Hobson’s? • Online applicants • ACT Test loads • Project Vital Link • Buying mailing lists

    12. Hobson’s: Connect General communicationpieces Thank you for your interest Newsletter: - SuccessPoint Reminders: - FAFSA - Classes start - Housing & Dining application General: - Birthday wishes - Student Services information - Take the Tour - Graduation

    13. Hobson’s: Connect Interest driven messages • Email recipient list can be very specific or general • Filtered by: • Region / city / state • Graduation date • Age • Academic interests • Applied, but haven’t registered • Many capabilities

    14. Hobson’s: Connect • Sent to high school juniors and seniors interested in Diesel, John Deere, Automotive Tech, Rec Engines or Caterpillar

    15. Hobson’s: Connect • Applied, but have not filled out a housing and dining application

    16. Hobson’s: Connect • Sent to juniors and seniors who have not made application

    17. Hobson’s: Connect • Sent to all 2010 graduates

    18. Hobson’s: Connect • Applicants who need to apply for financial aid or accept or decline their award.

    19. Hobson’s: Connect When do emails go out? • Automatically • Monthly • By special request / event

    20. Hobson’s: Connect CRM statistics • 167,648 emails sent • 160,317 emails received (95%) • 21,974 emails viewed (13.7%) • Industry avg. for 1000+ list: 11.2%* • 3,063 emails interacted • 3,852 opt-out *http://www.mailermailer.com/resources/metrics/2011/open-rates.rwp

    21. Hobson’s: Connect Why do we use it? • Provides outlet to specific and timely messages • Scheduled, specific communication • Keep student engagement throughout recruitment process • Cost efficient

    22. Hobson’s: Apply Yourself How do we use it?

    23. Hobson’s: Apply Yourself Approximately 72% of our students are applying on line Apply Yourself

    24. Hobson’s: Apply Yourself Application Information

    25. Hobson’s: Apply Yourself Personal Information

    26. Hobson’s: Apply Yourself Contact Information

    27. Hobson’s: Apply Yourself Major/Program Information

    28. Hobson’s: Apply Yourself Residency Information

    29. Hobson’s: Apply Yourself Military Information

    30. Hobson’s: Apply Yourself Academic Information

    31. Hobson’s: Apply Yourself Additional Information

    32. Hobson’s: Apply Yourself Online applicants are entered into CRM system. Apply Yourself

    33. Hobson’s: AY & CRM Any Questions?