quick and simple methods to integrate gre and gmat purchases with your crm system
TRANSCRIPT
Quick and Simple Methods to Integrate GRE/GMAT Purchases with your CRM
Mary Pascarella Lauren Sears
• Overview of Sam Houston State University• Ideas for Search Criteria • Communications and CRM systems• Return on Investment• Looking Ahead
Session Objectives
Sam Houston
State Universit
y
Graduate Program Considerations
• Does it make sense to buy test taker names?• What is the structure of your administrative
offices?- What programs require the GRE?- What programs have room to grow?- Do you have score band requirements?
• How much money do you have?• How will you communicate the results?
• SHSU uses ETS GRE Score Search Service via Hobsons- We receive bio/demo and target graduate program
• Scores are purchased for Humanities and Sciences• Searches are set-up by each program
- Domestic and International are separate searches• Searches are run monthly for the academic year
GRE Search Criteria
• Limit to undergraduate seniors• No GRE score bands• GPA is 3.0 and above• Target program indicated by student is key
criteria
GRE Search Criteria . . .cont’d
• Graduate Management Admission Search Service - GMASS® - new this year
• Cost is .75 per name• Criteria
- Test date range- UG GPA- Degree Interests that align with SHSU MBA concentrations
GMAT Search Criteria
• Besides program – what concentrations are relevant?- SHSU offers a degree in forensic science but we buy
Chemistry and Biology names for this program• Consider buying scores for programs that don’t
require the GRE- We bought for International Literacy- We include MPA when buying GMAT scores
Thinking Outside of the Box
What Data Comes Into CRM?
• Majors paired with best fit among our academic programs
• Leads assigned our best guess for entry term and year
• Mailing address, DOB, email address, etc.
First Name SammyLast Name BearkatStreet Address 1 3150 Avenue of the StarsStreet Address 2 Apt 1425City FriscoState/Province (USA/Canada) TXZip 75034Country USGender MEmail [email protected] Year 2016Entry Term 40Phone Major 1 BADM_MBAOpen Question Finance
8+ Email Plan
Phone Call
Mailed Brochu
re
Communications
Experiment and test! We tried all of the following!
Targeted Emails
Import GRE/GMAT
Leads
Same Day: Email from Program
Director (modified)
1 Day Later: "What Sparks Your Interest"
Eligible to Receive
Additional:
If Same Lead is Imported 2x as
GRE/GMAT Lead
Same Day: "More than a Number"
• Online Chat Invites
• Ad hoc Program-Specific News or Announcements
Sample Emails
Emai
l fro
m
Prog
ram
Dire
ctor
- B
io
Emai
l fro
m P
rogr
am
Dire
ctor
- Bi
oCo
ntin
ued
Emai
l fro
m
Prog
ram
Dire
ctor
- Bu
sines
s
Advisor Email Reception
Average Best
Open Rate 56.70% 68.38% (Math)
Click Rate 2.79% 9% (CW)
“Wha
t Spa
rks
Your
Inte
rest
”
“Wha
t Spa
rks
Your
Inte
rest
”Co
ntin
ued
General Email Reception
“What Sparks Your Interest”
“More Than a Number”
Open Rate 41.71% 38.94%
Click Rate 1.79% 1.83%
ETS PerformanceGRE/GMAT
Leads Imported
53,000+
Opted Out of Emails 4,528
That is only 8%!
2015 ETS Purchases
18,350
Applied42 (.23%)
Accepted20 (.11%)
Enrolled12 (.07%)
FY2015 Yield
FY2014 Two Year Maturation
Yield Rate After
Applied % Accepted % Enrolled %
One Year 35 .23% 15 .10% 11 .07%
Two Years 45 .30% 21 .14% 15 .10%
Source Prospects2014 ETS Purchases 15,230
• Migrating our process to a new CRM• Expanding major selections at ETS where
possible
Next Steps
