Board of Governors Review for SLC Recruitment

1. Recruitment
2016/17 Update

2. 1. Increase access to college
2. Optimize enrollment
3. Enhance partnerships with key stakeholders
4. Support the college’s long-term financial sustainability
Team Goals

3. Transforming a 50 year old
institution into a sales and
marketing organization.
Why now?
Changing Market. Changing Demographics.

4. The Challenge

5. Student Population

6. First-Year Students from Ontario
Percentage from Home Region
"At some institutions, in excess of 90% of
first-year Ontario students are from their
home region."
- College Sustainability: Signal Data

7. Eastern Ontario Direct Market
contracted by -22% since 2010 - 2017

8. Same Piece Smaller Pie: Recruitment Reality

9. • CRM Training
• Sales Training
• Data Management Training
• Customer Service Training
• Career Coach Training
• Presentation Skills
Investing in Skills Training
New Team Member!
New Team Member!New Team Member!
New Team Member! New Team Member!

10. Jackie Quail
Career Advisor
CACEE Member
Career Services – Tour Team
Krista Smith
Career Advisor
CACEE Member
 CLPI Leadership Training
 CACEE Ontario Regional Conference
 OCCE Joint Regional Meeting
 Career Educator Certificate Program
 ABI Training
 Webinar Series: Career Launch Reboot

11. Sales & Territory Management

12. Sales Paradigm

13. Old Territories
402

14. Cheryl
Brad
Lou Anne
Adele
Robin
Where We Will Win

15. Measuring Metrics
 Territory Management
 FSA Data
 Accounts Activity
 ROI

16. Market Research
Less than High School, 1%
Other, 1%
Completed Post Secondary
Education, 25%
Direct, 29%
Incomplete Post Secondary
Education, 18%
Delayed, 26% “…up to 50% percent of college students today already
have a university degree or even a postgraduate
degree.” MacLean’s

17. Personas

18. Digital Solutions

19. Increasing Leads
Increase customer service
Increase customer connectedness
Increase customer knowledge
Content customization
Increase conversion
Digital Solutions

20. Digital Solutions
Running contests
Communicating in a customized way
with applicants
Leveraging it to manage events and
increase participation in events like
tours and open houses
Follow up surveys
Lead scoring and customized content
Leads to higher conversion rates for
applicants

21. Sales Cycle and Digital: Salesforce

22. Recruiter Productivity

23. Recruiter Productivity
• Grade 12 in fall and/or booths in hall
• Events
• Open House
• Job Fairs
• Paper forms at visits/events
• Manual Submission
• Manual Follow-up
Then Now

24. Now
Recruiter Productivity
Then
Teaching Grade 10 Careers Class
Grade 11 Preparation for Future Applications
Grade 12 Presentation
Web Lead Form sign up for Tours
Web Lead Form sign up for Open House
Web Lead Form sign up for High School visits
Digital Forms & Follow ups
Cohesive messaging across all campuses
+70%
Improvement

25. Now
Recruiter Productivity
Then
Accounts & Distinguished Territories
Apply for college on iPads
Events
Host professional development days
Participate in parent teacher interview events
Enhanced OCIF booth and presence
+70%
Improvement

26. Digital Strategy
Supporting Recruitment

27. Consumer Insight
Generation Z Values Peer Opinions Above All Other Influencers
41%
19%
22%
45%
18%
13%
48%
22%
18%
0%
10%
20%
30%
40%
50%
60%
Current Students at Schools Student Chose to Attend Admissions Counselor at School Student Chose to
Attend
Guidance Counsillor
2012 2013 2014

28. Enhancing Engagement
2016/17 – 1498 phone calls to applicants
Phone Invited to Open House
Congratulations Phone Calls
Social Media Outreach
Twitter, Facebook, Instagram, Snapchat
Blog Postings
Event Attendance

29. Communicating With Clients Where They Are
Followers:
482
Impressions:
453,910
Impressions:
12,391,760
Followers:
829
Snapchat Instagram Twitter Blog

30. Measuring Results

31. Open House
Fall Open House Spring Open House
0
100
200
300
400
500
600
700
Attendees
Fall 2015 Fall 2016
+40% Increase
0
200
400
600
800
1000
1200
1400
1600
Attendees
Spring 2016 Spring 2017
+45% Increase

32. Increase in Leads
0
500
1000
1500
2000
2500
3000
Leads
2015/2016 2016/2017
+142% Increase

33. Campus Tours
 Online booking
 Automated emails
 Personalized follow up
 Career Assessments
 Customized Tours
 New monthly tracking
450
698
0
100
200
300
400
500
600
700
800
Campus Tour Registrations
2016 2017 (Projected)
+55% Increase

34. Applications Year Over Year
-1.55
-1.5
-1.45
-1.4
-1.35
-1.3
-1.25
-1.2
College System St. Lawrence

35. 0
0.5
1
1.5
2
2.5
3
3.5
College System St. Lawrence
Confirmations Year Over Year
+2.9%