What are the must-have requirements for recruitment in a comprehensive constituent relationship management (CRM) system for enrollment management?
In Part 2 of our Reaching New Heights on Salesforce for Admissions webinar series, Enrollment Rx discusses the most important features that should be included in any enterprise software system when managing student recruitment through enrollment at a college or university.
The focus of the webinar is on the following:
Touch Points
How can colleges and universities manage prospective engagement from multiple sources when using Salesforce for admissions and recruitment? Prospective students often initiate engagement by submitting an inquiry form and then participating in an event or starting an application later. In such scenarios, the challenge lies in avoiding the creation of multiple prospect records for each action. Instead, the objective is to accurately identify that the initial inquiry should be a new prospect record. At the same time, subsequent engagements indicate additional interest from an existing prospective student through different sources.
Enrollment Rx addresses this challenge with a feature known as Touch Points. This feature enables our clients to create separate but interconnected records for each behavior or activity that should be recorded. For example, suppose a prospective student submits an inquiry form, registers for an event, and begins an application. In that case, we can create three Touch Point records, each associated with the action and data source.
One significant advantage of this architectural approach is evident in the ability to generate insightful reports. For instance, we can answer questions such as: “Who are our prospects from California who filled out the Facebook form, registered for the open house, clicked on our last marketing email, and are applying to the business program?”. By tracking each of these interactions as Touch Point records, Enrollment Rx empowers colleges and universities to assess the effectiveness of their various data sources, facilitating enrollment management optimization when using Salesforce for admissions and recruitment.
Communications
It is essential to distinguish between the types of communications required for enrollment management and have the capacity to support both, transactional and marketing.
Transactional communications are automated or manual messages that might inform someone of a change in the system. For example, the system would automatically email applicants to notify them that their essay was received once they submitted it through the applicant portal. Or the system may send a confirmation SMS after an applicant registers for an upcoming event. Other transactional communications could include examples where the system assigns tasks for counselors to contact prospects who submit new inquiries via marketing forms and landing pages.
Marketing communications differ from transactional communications in many ways, but a primary consideration of marketing campaigns is establishing automated drip campaigns that reach the appropriate audience at all times. Marketing drip campaigns should be driven based on demographic and behavioral information, such as if an applicant happens to live in a particular state or clicks on a link in an email.
Territory Management
Visiting feeder schools and organizations is an important part of recruitment management. Recruiters often visit high schools, colleges, and other organizations to generate interest in their institutions from new prospective students.
Enrollment Rx’s solution enables recruitment and admissions teams to manage essential data about a recruitment school or organization, including previous visits, upcoming visits, past comments and recommendations, all previous prospective students, organizational employees and best point of contact.
The system also serves as an excellent database to house other data such as proper organizational names and addresses. This data can also be displayed and selected in external forms and user interfaces to ensure consistent data quality across prospect records.
Watch the full webinar session here to learn more about must-have CRM features for recruitment.
Contact us for more information about Enrollment Rx or to learn how higher education can use Salesforce for Admissions to maximize recruitment and admissions efforts.
