how to growth hack your crm to increase student sign-ups and digital engagement
TRANSCRIPT
How to Growth Hack Your CRM to Increase Student Sign-Ups and
Digital Engagement
Jon Hinderliter
Levi LockeAssistant Director
CRM Administrator
University Marketing and CommunicationsUniversity of Missouri–St. Louis
University of Missouri-St. Louis
• Public research university• Over 16,000 students
• 13,569 undergraduate• 3,068 graduate• 172 professional
• 83% from St. Louis region (88% from Missouri)
• Founded in 1963
Hotmail – PS: I Love You. Get Your Free Email at Hotmail
DropBox- Friend joins, increase storage size
AirBnB – Craigslist cross-listing via API
Twitter – Follower of 5-10 account likely to become long-term user
Mailbox – Waiting list queue
Prospective Students
100 Freshmen applicants
53 admitted
✓21 enrolled
100 Transfer applicants
70 admitted
✓55 enrolled
60% loss
59% loss 21% loss
College fairs, open house registrations, campus tours, web forms, inquiries…
CRM Source Data
1. Application Import2. Exam Scores3. Friend or Family4. Undergraduate
Inquiry IP5. E-Mail6. Campus Tour7. Web8. UMSL Day
Registration Page9. ACT Test Score10. HS/College
Faculty/Staff11. CBSS Prospect list12. ACT Purchased
List13. Advanced Credit14. College day/night
program15. Recruiter visited
high school16. Recruiter visited
my college17. Phone-When a
student calls us18. College Fair19. Radio ad20. Special Events21. College Visit22. Transfer Piece
23. Newspaper ad24. SAT25. Pi Theta Kappa
bought list26. UMSL Day Walk-in27. NextStep
purchased list28. Group Tour29. Inquiry from
Preview
CRM Source Data
1. Application Import2. Exam Scores3. Friend or Family4. Undergraduate
Inquiry IP5. E-Mail6. Campus Tour7. Web8. UMSL Day
Registration Page
9. ACT Test Score10. HS/College
Faculty/Staff11. CBSS Prospect list
12. ACT Purchased List
13. Advanced Credit14. College day/night
program15. Recruiter visited
high school16. Recruiter visited
my college17. Phone-When a
student calls us18. College Fair19. Radio ad20. Special Events21. College Visit
22. Transfer Piece23. Newspaper ad24. SAT25. Pi Theta Kappa
bought list26. UMSL Day Walk-in27. NextStep
purchased list28. Group Tour29. Inquiry from
Preview
Does Facebook still matter?
Use Twitter Use Instagram Use Pinterest Use LinkedIn Use Facebook
% of Twitter users who…
N/A 53 34 39 90
% of Instagram users who…
53 N/A 37 30 93
% of Pinterestusers who…
29 31 N/A 29 87
% of LinkedInusers who…
31 24 28 N/A 83
% of Facebook users who…
22 23 25 25 N/A
Pew Research Center’s Internet Project August Tracking Survey, August 07-September 16,2013.
% of users of each particular site who use another particular site (e.g., 29% of Pinterest users also use Twitter)
Does Facebook still matter?
Use Twitter Use Instagram Use Pinterest Use LinkedIn Use Facebook
% of Twitter users who…
N/A 53 34 39 90
% of Instagram users who…
53 N/A 37 30 93
% of Pinterestusers who…
29 31 N/A 29 87
% of LinkedInusers who…
31 24 28 N/A 83
% of Facebook users who…
22 23 25 25 N/A
Pew Research Center’s Internet Project August Tracking Survey, August 07-September 16,2013.
% of users of each particular site who use another particular site (e.g., 29% of Pinterest users also use Twitter)
Similar Facebook users based on our CRM data
Facebook does the matching based on their meta-data understanding of their users
Example: 300 students that signed up for a Fall UMSL Day becomes 420,000 people in MO & IL age 17-25
Facebook likely audienceFall 2014 ProspectsFall 2013 AppliedUMSL Day Registrations 2012UMSL Day Registrations 2013UMSL Day Registrations 2014
UMSL Day Open House
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