Overcoming Internal Resistance: Letting Salesforce Speak for Itself
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Presentation from Salesforce.org Higher Ed Summit 2017 by: Quinten Quinten, Santa Fe College Join this session to hear how a community college is turning internal resistance into progress towards an incremental & successful digital strategy for student recruitment. Santa Fe College in Florida was recently recognized nationally for it's graduation and completion rates, but has still seen enrollment decline. Internal departments initially resisted when Admissions implemented Salesforce, and added Social Studio for social monitoring & engagement. When Admissions took a limited budget and reconfigured priorities this year to add Pardot, other offices across campus took notice. The lure of marketing automation now has dozens of departments adding CRM seats. Applications to the college are now up 10%, and enrollment for Fall 2016 rose more than 5%. That success has led to an initiative to even further centralize outreach, with digital at its core.
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Overcoming Internal Resistance: Letting Salesforce Speak for Itself
- 1. Overcoming Internal Resistance Letting Salesforce Speak for Itself (but translating for it as needed) Quinten Eyman Coordinatorof Admissions,Santa Fe College quinten.eyman@sfcollege.edu
- 2. For a college that may not be a ‘destination’ The Prospective Student Journey ConnectionAwareness Interest Conversion
- 3. Prior to February 2014 Old-Fashioned Recruitment ConnectionAwareness Interest Conversion • Word of mouth • Traditional ads • Good fortune • Campus Tours • High school visits • Campus events • Unfocused social media • E-mail marketing • No relationships
- 4. CRM: late, but not too late? Traditional approach, focused on nearby students Relying heavily on draw of major research university across town: University of Florida College dependson tuition for funding: with enrollment trending down, dollars go with them Recruitment trapped in part- time staff cycle, de-centralized system Upper administration wants immediate results, quick enrollment bump Initial focus solely on prospects: students already aware and interested,and in pipeline Connecting leads and prospects
- 5. CRM: late, but not too late? Fall 2013 Applications up 1.2% Enrollment down 2% Spring 2014 Applications up 2% Enrollment down 3.8% Connecting leads and prospects
- 6. February 2014: 10 seats, only Admissions Recruitment adds Salesforce ConnectionAwareness Interest Conversion • Word of mouth • Traditional ads • Good fortune • Campus Tours • High school visits • Campus events
- 7. The Slow Play Focus on prospects • Targeting students in the queue • How to improveyield • Tied to where students are in enrollment process Leveraging the (very) few who are like-minded • College still tied to old-fashioned reactive mindset • Limited in physical recruitment efforts • Everybody overworked, under-staffed Capitalize on weaknesses and strengths: pouncewhen necessary • Student Affairs allowed for out-of-the-box approach: if student-centered • Student Ambassador focus groups help tailor messaging Act I: Say hello to the CRM, February 2014
- 8. February 2014: 10 seats, only Admissions Recruitment adds Salesforce ConnectionAwareness Interest Conversion • Word of mouth • Traditional ads • Good Fortune • Campus Tours • High school visits • Campus events Initial investment for Enterpriseedition: $1,800
- 9. The Slow Play Small success gets attention • Student engagement up 250% in firstyear • With no dollars, using Salesforceto engage as well Leveraging the (very) few who are like-minded • New leaders in marketing and communications Capitalize on weaknesses and strengths: pouncewhen necessary • Career and technical advisors start to feel left out • Leaders willing to try/pay for CRM, advisors very resistant Act II: CRM and an unconnected campus
- 10. CRM: late, but not too late? Fall 2013 Applications up 1.2% Enrollment down 2% Spring 2014 Applications up 2% Enrollment down 3.8% Connecting leads and prospects
- 11. CRM: late, but not too late? Fall 2014 Applications up 1.2% Enrollment down 1% Spring 2015 Applications down 1.9% Enrollment down 1.7% Connecting leads and prospects
- 12. National Recognition doesn’t hurt Named top community college in the U.S. in April 2015
- 13. Students Matter How to keep focus on students as resourcesdwindle How to keep focus on students as commitment wavers How to keep focus on students when lobbying for technology Automate to personalize Philosophy at Santa Fe College
- 14. Students Matter Data Matters How to keep focus on trends, but still personalize How to make data relevant to all as silos tighten How to use quantitative and qualitative when bringing technology to bear How to keep focus on students as resourcesdwindle How to keep focus on students as commitment wavers How to keep focus on students when lobbying for technology Automate to personalize Automate to focus time on students Philosophy at Santa Fe College
- 15. Students Matter Data Matters Success Matters How to keep focus on trends, but still personalize How to make data relevant to all as silos tighten How to use quantitative and qualitative when bringing technology to bear Enrollment Enrollment Enrollment How to keep focus on students as resourcesdwindle How to keep focus on students as commitment wavers How to keep focus on students when lobbying for technology Automate to connect, convertAutomate to personalize Automate to focus time on students Philosophy at Santa Fe College
- 16. The Slow Play Small success gets attention • Initially, focus on prospective students in the queue • Still no extra dollars:but prospect movement improves by 25% Leveraging the (very) few who are like-minded • New marketing leaders want to focus on leads Capitalize on weaknesses and strengths: pouncewhen necessary • Opportunity: #1 college recognition • Messaging needed structure • Salesforce structure was already in place • Administrators,chairs, directors took notice Act III: CRM or die
- 17. The Slow Play Small success gets attention • Initially, focus on prospective students in the queue • Still no extra dollars Leveraging the (very) few who are like-minded • New marketing leaders want to focus on leads Capitalize on weaknesses and strengths: pouncewhen necessary • Opportunity: new website design • Web forms linked only to Salesforcecampaigns • If advisors want leads, they have to get them in Salesforce Act III continued: CRM or die
- 18. The Slow Play Small success gets attention • Initially, focus on prospective students in the queue Leveraging the (very) few who are like-minded • New marketing leaders want to focus on leads Capitalize on weaknesses and strengths: pounce when necessary • Opportunity: college forums • College President hears about comments on college forums, asks how we monitor • Admissions leverages that ‘presidential request’ into Salesforce Social Studio Act III continued: CRM or die
- 19. The Slow Play Small success gets attention • Initially, focus on prospective students in the queue • Still no extra dollars Leveraging the (very) few who are like-minded • New marketing leaders want to focus on leads Capitalize on weaknesses and strengths: pounce when necessary • Opportunity: re-allocated dollars • Upper administration starts to see value in high-level digital recruitment • Elimination of a program opens up opportunity for purchaseof Pardot Act III continued: CRM or die
- 20. Salesforce connections Recruitment & Outreach
- 21. CRM: late, but not too late. Fall 2015 Applications up 3.3% Enrollment down 1% Spring 2016 Applications up 1.5% Enrollment even Connecting leads and prospects
- 22. CRM: late, but not too late. Fall 2016 Applications up 9% Enrollment up 5% Spring 2017 Applications up 3% Enrollment up 2% Connecting leads and prospects
- 23. The Slow Play Small success gets attention • 3x the number of licenses now in Salesforce • Academic Centers using as one-stop • HEDA integration pushing interest Leveraging the (very) few who are like-minded • New CIO pressing for ERP integration by Summer 2017 • Contact Center integration to follow Capitalize on weaknesses and strengths: pouncewhen necessary • More advisors seek training • With ERP integration, interest goes up Act IV: Making connections
- 24. The Slow Play Small success gets attention • President and Provost pressing for more digital Leveraging the (very) few who are like-minded • SF Online group preparing training modules Capitalize on weaknesses and strengths: pouncewhen necessary • Associate Provost at meeting: “Salesforce gets all the credit for our enrollment growth” Act V: Next Up
- 25. CRM: Small successes Fall 2016 Applications up 9% Enrollment up 5% Spring 2017 Applications up 2% Enrollment up 2% Connecting leads and prospects Fall 2017 Applications up 12%
- 26. CRM: Small successes Fall 2016 Applications up 9% Enrollment up 5% Spring 2017 Applications up 2% Enrollment up 2% Connecting leads and prospects Fall 2017 Goal: Enrollment up 10%
- 27. For a college that may not be a destination The Prospective Student Journey ConnectionAwareness Interest Conversion
- 28. CRM users Deployment on 2014: Admissions/Recruitment Currently: Admissions/Recruitment Advising Financial Aid International Student Services (6) Academic Centers (6) Career/Technical Advisors Honors ReadmitProgram Since deployment By July 2017: Admissions/Recruitment Advising Financial Aid International Student Services (2) (6) Academic Centers (9) Career/Technical Advisors Honors ReadmitProgram Contact Center
- 32. Coming Soon Salesforce connections Recruitment & Outreach
- 33. Coming Soon Salesforce connections Recruitment & Outreach
- 34. February2014 Enrollment down 1% Engagement up 250% Units start to find dollars Active resistancebecomes passive Enrollment down <1% 25% more prospects enroll New shift to focus on leads Admissions adds Pardot & Social Studio Enrollment up 5% 3x number of Salesforce users interested in new tools August2014 Spring-Fall2015 Fall 2016 Enrollment down nearly 4% Admissions adds Salesforce Focus on prospects in queue Little outside interest
- 35. Thank You
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