leveraging crm to increase search list yield · • each email is specific to the segment of the...
TRANSCRIPT
Leveraging CRM to Increase Search List Yield
July 6, 2014ACCRAO Transfer &Technology Conference
Ft. Lauderdale, FL
Genaro A. Balcazar – Director of Recruitment OperationsArturo Chan Yu – Associate Director of Recruitment Operations
Agenda• Introductions• About DePaul University• A little about Recruitment Operations• Search Campaigns• The Process• The Technology• Some results• Questions
DePaul University
Who we are:
• Located in Chicago• Largest Catholic university in the nation • Among the dozen largest private schools in the country• 10 Schools and Colleges• More than 200 academic programs• 5 campuses + Online
Student Body
• Undergraduate Population: 16,000 students• Graduate population: 7,000 students• Average UG Class Size: 22 students; 90% of classes have fewer than 40
students
Recruitment Operations
• Department in the Division of Enrollment Management & Marketing charged with executing all graduate and undergraduate recruitment and admissions communications.
• Manage all recruitment systems including CRM system, online recruitment assets, external vendor systems.
• Manage all recruitment data entering the enterprise
• Execute UG/GR Fulfillment
• Manage UG/GR communication plans via CRM system
• Facilitate 8 annual search campaigns
• Other duties as assigned……
Search @ DePaul
• 8 Search Campaigns per year
– ACT Senior Search - December
– PSAT - January
– ACT (3) - spring & summer
– PTK (2) - fall & summer
– PLAN Sophomore Search -spring
• Total of 447,578 student names purchased
• Total of 1,868,638 communications (in 2013)
Search @ DePaulObjectives:
1. Generate as many inquiries as possible
2. Communicate DePaul message effectively
3. Execute campaigns efficiently
– in 48-72 hours from list acquisition
4. Track all responses
5. Report Results
Search Communications
• 1,445,993 total emails
– Initial campaign emails
– Follow-up Non-responder emails
• 422,645 total letters
– Initial campaign direct mail letters
– Follow-up Non-responder postcards & letters
• In-bound Text
– 447,578 unique student text ID’s
Electronic Messaging
Pre-Populated FormEmail: goes out in 48 hrs.
In-Bound TEXT
Personalized text response
Direct Mail• 12 letter segments• Direct mail letters sent
using a mail house vendor
• Deliver a segmented file to that vendor within 72 hours
• BRC is prepopulated • Text response code
included • Phone number provided.• URL to online form
Non-Responder emails• 3 emails over several
weeks follow each campaign
• All records with an email are sent the communication
• Contain the same response mechanisms as other messages
• The same Text ID follows the student through the campaign
Non-Responder Mailer
• Self-mailer sent to a sub population of the non-responders
• Self-mailer sent to a sub population of the non-responders
• Different mailer for various campaigns
• Response mechanisms the same as in original campaign
Internal Process
• Planning begins in October for the PSAT search in January
• UG Admissions, Marketing Communications and Recruitment Operations form the Search Team
• Decision on list purchases, population segmentation and marketing messages and mailing parameters are made as a group
• Campaign execution is handled by Recruitment Operations
CRM Tools
• Use EMAS Recruitment Pro as our Recruitment system partner and as the CRM engine for all our Search campaigns
• EMAS allows us to quickly import student data of various formats and segment populations as we need
• Gives us the ability to export files for vendor use, generate mail for emails and letters
• When students respond, we are able to easily update their records and assign them the appropriate recruitment communication plan within the EMAS record
• Response may be from a text, an email link completing the online form, a phone call or a returned BRC.
EMAILS• Email communications are
generated in EMAS and sent out via Fire Engine Red Broadcast email service
• Email templates, copy and design are created internally by Marketing dept.
• Each email is specific to the segment of the population receiving it
• Outbound emails for each student on Search lists are tracked in their EMAS record
• Open, bounce-back and unsubscribes are imported back to students record after launch
• Plan to use EMAS Campaign Pro for email integration with EMAS in 2015
Online Forms• Online Forms are created and hosted
using the vendor toolset from Fire Engine Red.
• Each form carries a unique ID corresponding to each student in a Search campaign
• All Search forms are pre-populated with the student information received in the purchased Search list
• Pre-populated forms are only linked from an email – direct mail URL link to an empty form
• When a form is submitted, the data flows back to EMAS and the student record is updated to an inquiry with any new student information
TEXTING• Use SHOPTEXT as our texting vendor• Student codes are generated by
Recruitment Ops and uploaded to Shoptextfor each campaign
• Codes are unique to students per campaign
• All texting for Search is in-bound only• Allows us to give students another
convenient and easy way to opt-in as a student inquiry
• Opt-in data is fed back into the EMAS record
Mailings• All Direct mail pieces are
written and designed internally• Mail is executed by an external
mail-house• Mailing volumes and proofs
are set up with vendor in advance
• Materials for mailings are delivered to vendor in advance
• Data file is generated out of EMAS, tested and delivered to vendor 72 hours after acquisition of student lists
Search Architecture
ReportsTableau reports : PSAT 2013
Results
https://tableau.is.depaul.edu/views/SEARCHPerformance/SEARCHInquiries-graph#1
Total Freshmen Enrollment in Fall 2012 Total Freshmen Enrollment in Fall 2013
Sources Total Percentage Sources Total Percentage
ACT 2010 23 0.90% ACT 2010 1 0.04%
ACT 2011 370 14.43% ACT 2011 15 0.64%
PSAT 2010 84 3.28% ACT 2012 274 11.60%
PSAT 2011 479 18.68% ACT - Previous years 1 0.04%
PSAT - Previous Years 3 0.12% PSAT 2010 4 0.17%
SEARCH Total 959 37.40% PSAT 2011 233 9.86%
Other 1,605 62.60% PSAT 2012 380 16.09%
Grand Total 2,564 PSAT - Previous Years 3 0.13%
SEARCH Total 621 38.57%
Other 1,451 61.43%
Grand Total 2,362
Challenges & Advantages
• Coordination amongst multiple internal constituents is tricky
• Coordination amongst external vendors and technologies
• Responsibility of all timelines, project execution is internal
• Customized campaigns
• Prioritized to our timeline needs
• Can easily change a campaign as needed independently
• Able to control costs based on budgetary needs
• Ability to report in a way that addresses our needs
