ACCELERATING STUDENT RECRUITMENT WITH SALESFORCE Doug Wotherspoon Executive Director, Advancement
Oct 21, 2014
ACCELERATING STUDENT
RECRUITMENT WITH SALESFORCE
Doug Wotherspoon Executive Director, Advancement
Welcome to Canada
Agenda
• Introduction to Algonquin • The business imperative • Why Salesforce? • Our Sales System • Results • Demo • Lessons Learned + Q&A
BACKGROUND
Overview
• 20,000 FT & 35,000 PT Students • 4 campuses + online • Salesforce.com client for 24 months • 52 licenses • Using SF:
• Student Recruitment • Corporate Training • Student Retention (February)
Context
Ontario Population
15-24 years of age
SALES & MARKETING AUTOMATION
CRM Evolution
NOV. 2010 TODAY
November, 2010
Today
Cost
2010-11 • $100,000 • CRM Administrator • + Re-organized the
Advancement unit
2011-12 • $109,000 • CRM Administrator
Why Salesforce?
1. Ease of use 2. Foundation pricing 3. IT Lite 4. Pay as you go 5. Proven sales
process
6. Employee engagement via Chatter
7. Foundation Community 8. AppExchange 9. Enterprise-ready 10.Marketing Cloud
Expected Unexpected
Traditional Approach
Open House
Recruitment Presentation
Advertising Campaign
Pick up Brochure
Website
Tour
Modern Approach
Open House
Recruitment Presentation
Advertising Campaign
Pick up Brochure
Website
Tour
CRM
Lead Nurturing
Modern Approach
Information Card
3-7 minutes to enter data
Out
side
Sal
es R
ep
Clie
nt
CRM
D
ata
Cler
k
Presentation Booked
Info Cards Distributed
Student Fills out Info Card in
Writing
Info Cards Delivered to
Inside Sales Rep
Card Reviewed for Missing Data
Data Entered into CRM
NO
Contact Client
Client Receives
Information
YES
Client Responds
Missing Data
YES
NO
YES / NO
Information Sent
Incorrect Data
Pre-iPad App
Out
side
Sal
es
Clie
nt
CRM
D
ata
Cler
k
Presentation Booked
iPad Distributed
Student Enters Data into iPad
Auto Transfer of Data into CRM
Client Receives
Information
YES
NO
Information Sent
Incorrect Data
Post-iPad App
Pilot Project
Lead collection
Sales Process Awareness
Consideration
Preference
Apply/Opportunity
Offer
Confirmation
Paid
Register
Lead Nurturing
Open House
Campus Tour
Applicant Registered
Personas Jasper Cory Rhonda Jane Mrs. Smith
Prospect High Schooler
Prospect Late Bloomer
Prospect Upgrader
Applicant Influencer Parents
• 17-19 yrs • Eastern Ontario • Low-Mid family
income • One parent went to
College • Updates Facebook
daily • Texting machine
• 19-24 yrs • Ottawa/Eastern Ontario
based • Works low paying job • Disenchanted with High
School • Highly social • Facebook and Twitter
daily • Texting machine
• 25-35 yrs • Canada • Earning $25-40k • Graduated from PSE
within past 10 years • Uses email regularly for
work • Moderate Facebook and
LinkedIn user.
• Timeline for acceptance,
payment, course selection.
• Interested in Fee deferrals, Scholarships, Awards and bursaries
• Will I fit in? • How will I meet friends? • Where will I live?
• 40-55 years • Low-Mid family income • 70% • Uses email regularly • Scholarships, safety,
housing • Seeks personal
interaction throughout sales cycle
Basic Automation
1 Capture
Prospective Student
Information off a
Landing Page.
2 3 4 5 System assigns
Prospect to the right
Enrolment Coach & adds the
Lead to the Chatter Feed.
System assigns
Prospect to appropriate
Nurture Campaign.
Updates Prospect’s
file in Salesforce
and appends all
previous anonymous
activity.
Scores the Prospect & creates a
“Follow-up” Call for the
Inside Sales Rep within Salesforce.
Send Email Why Ottawa
Send Email Intro to Residence
Send Email Living in Ottawa
webinar Invite
Wait 1 week •Clicks links +1 •Views video +5
•Clicks link +1 •Registers+5, int. moment •Attends webinar +10, follow-up phone call
Wait 1 week •Clicks links +1 •Views video +5
Basic Nurturing
DEMO
RESULTS
Today • Automated lead capture • Automated print fulfillment • Automated nurture campaigns
based on stage and persona • Event management • Follow up surveys • Lead scoring • Student Information System
integration (Dec/Jan)
Results
2009-10 Recruiter
Productivity
0.4 presentations/day
2010-11 Recruiter
Productivity
1.1 presentations/day
2011-12 Recruiter
Productivity
1.5 presentations/day
Results
2010-11 Lead
Generation
23%
2011-12 Lead
Generation
71%
Results
Lower Publications
Costs
$50k
Improved Response
Time
Days-Minutes
Lessons Learned
• Attend Dreamforce • Hire a CRM Administrator • Invest in training • Ask the community – HigherEd Chatter • Talk about your successes • Act locally, think enterprise
QUESTIONS
Doug Wotherspoon Executive Director, Advancement Algonquin College [email protected] @wotherspoond 613-727-4723, ext. 7035
Accelerating Student Recruitment with Salesforce.com
by Algonquin College is licensed under a Creative Commons
Attribution-NonCommercial-ShareAlike 3.0 Unported
License.