Student Recruitment Success Through CRM

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Student Recruitment Success Through CRM
Fran Eckert, Senior Solutions Consultant Oracle
Higher Education
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Lifetime Relationship Management
Continuing Education Phase
Recruitment Phase
Alum Phase
Enrolled Phase
Potential Revenue
Prospective Student
Student
Alumni
Continuing Education
Time
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Student Life-Cycle Solutions
Business Intelligence
Customer Data Hub
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What is Constituent Relationship Management for
Higher Education?

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Enables higher education institutions to maximize
budgets while developing successful high-value,
life-long constituent relationships and
delivering superior service to their academic,
administrative, and external constituents
CRM for Higher EducationValue Proposition
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Audience SegmentationIdentify Candidates for
Achieving Objectives
Constituent Pool
Example Segments
Qualifications
Geography
Profile Data

• Demographics
• Preferences
• Behavior history

• Test scores
• Other

Intended major / minor
Tools apply to every phase of the lifecycle!
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Dialog FlowDynamic, personalized, bi-directional
communications
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Delivered Sample Dialogs

• Sample Dialogs delivered with the Marketing to SA
  integration
• Recruitment Online Application
• Prospect Recruitment Please Visit Campus
• Applicant Enrichment Housing Survey
• Applicant/Admitted Student Conversion Attend an
  On-Campus Pre-Registration Event
• Opt out Dialog

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Multi-Channel Wave CampaignsSystematically
Increase Responses
Web
LowResponseRate
Launch E-mailCampaign
Responders
E-mail
Non-Responders
Marketing Recruiting Channels
Non-responders list
Direct
TriggeredPhone Campaign
Response
StatusCheck
Phone
Non-Response
Automatically Trigger Follow-Up

• Target non-responding prospects from primary
  campaign
• Create deliver non-responders list
• Re-contact using the next most cost-effective
  channel

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Driving Results

• Target prospects more effectively
• Increase response rates
• Maintain relevant relationship with recruits
• Increase application completion rates
• Improve retention
• Improve service throughout lifecycle
• Improve alumni relations and loyalty

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Demonstration
Recruitment Dynamic Dialog
Retention Dynamic Dialog, Portal
Advancement Telemarketing/Phonathon
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Why Oracle?

• Worldwide market leader of CRM software
• Award-winning tried and true CRM suite
• Committed to higher education market
• Customer partnership
• Next generation technology to ensure longevity of
  your investment

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Extend Value Using Next Generation Technology
Web Services Share PeopleSoft release 9
functionality with other applications
Business Process Orchestration Define and
coordinate cross-application business processes
XML Publisher Enable business users to create
documents leveraging XML data
Customer Data Hub A central repository for
cleansed customer data across the enterprise
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WHY ORACLE?

• Simple
• Dialogs automate personalized communication
• (emails, surveys, acknowledgements)
• Integrated
• Exchange relevant data with student system
  (single view - 360)
• Easy to Learn
• Intuitive and consistent
• Benefit from others
• Clone what works!