Hobson’s: CRM & AY

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?