Second Choice or Destination
0 likes247 views
Santa Fe College deployed Salesforce CRM 4 years ago focusing initially on admissions for recruitment. While facing passive resistance, student engagement increased 250% in the first two years. Applications and enrollment have grown 15% and 4% respectively since deployment. The college has identified clever ways to add additional Salesforce products and integrate systems to become more connected. While some units still resist digital initiatives, most have come to see the usefulness of Salesforce in improving processes and student experiences. Leveraging successes, the college continues expanding its strategic use of digital tools to personalize outreach, shift perceptions, and help students find pathways to success.
Second Choice or Destination
- 1. Second Choice or Destination: Working Smarter to Stand Out Quinten Eyman, Santa Fe College
- 2. Act I: How do you define smarter?
- 3. Cleverness above all else Engage external constituents • Prospective students (obviously) • Influencers: peers, parents, role models • For all: focus on success Versatile, knowledgeable, resourceful
- 4. Cleverness above all else Engage external constituents • Prospective students (obviously) • Influencers: peers, parents, role models • For all: focus on success Engage internal constituents • Maneuver around/through resistance • Cultivate allies • For all: focus on success Shrewd, savvy, strategic
- 5. And now about us…
- 6. Student statistics • 63% part-time • 54% female • 62% students earn A.A. Santa Fe College Community College • 2-year degrees, certificates, workforce-driven 4-year degrees • 22,000+ students, seven locations, online & hybrid courses • Often second or back-up choice; long-time struggle with perception Named top community college by Aspen Institute (2015-2017) • Completion rate above 60% Gainesville, Florida
- 7. Santa Fe College Salesforce CRM deployed 4+ years ago • Started solely in Admissions, for recruitment only • Slow conversion of users across campus: passive resistance • Student engagement up 250% in first two years Gainesville, Florida
- 8. Santa Fe College Salesforce CRM deployed 4+ years ago • Started solely in Admissions, for recruitment only • Slow conversion of users across campus: passive resistance • Student engagement up 250% in first two years Few resources available to support digital initiatives • Very traditional approach for years • Staff shortage bolsters needs to automate • Assoc. VP: “Salesforce gets all the credit for our enrollment growth” Gainesville, Florida
- 9. Santa Fe College Salesforce CRM deployed 4+ years ago • Applications up 15% since deployment • Transfer applications for Fall 2018: up 170% from Fall 2017 • Enrollment after first three years up nearly 4% Few resources available to support digital initiatives • Identified clever ways to add Pardot, Communities, Social Studio • All web forms lead to Salesforce; strategic pressure • On brink of the not-quite-fully Connected Campus Gainesville, Florida
- 10. And now what we may have in common…
- 12. Cleverness above all else Engage external constituents • Prospective students (obviously) • Influencers: peers, parents, role models • For all: focus on success Engage internal constituents • Maneuver around/through resistance • Cultivate allies • For all: focus on success Strategy: become a destination one student at a time
- 13. Leads and prospects Personalization • Digital ninjas are consumers, used to re-targeting, savvy Perceptions persist • Cost, value of degree, college experience Pathways • Stealth investigators, looking for successful path Personalization, perceptions, pathways
- 14. Act II: Using the lever in clever
- 15. Leads and prospects Personalization • Digital ninjas are consumers, used to retargeting, savvy Perceptions reign supreme • Cost, value of degree, college experience Pathways • Stealth investigators, looking for successful path Personalization, perceptions, pathways
- 16. Leads and prospects Personalization: automate, nurture digitally--- email campaigns, text • All web forms to Salesforce; nurture campaigns Perceptions reign supreme: assuage anxiety early--- community • Focus groups; looking for qualitative: ideas… Pathways: respect the journey, identify the path--- social connection • Digital helps us connect students with pathways Personalization, perceptions, pathways
- 17. Really personal Finish at the Top • Finish at the Top assists students no longer enrolled return to readmit, complete their degrees • Focus is on students within 30 credits of graduation: nurture, appointment app • Scholarships help support students Nominated for Salesforce Summit Award • 200+ students now have degrees who wouldn’t have otherwise • Could not have succeeded without digital Smarter means STRATEGIC
- 18. Really personal Finish at the Top • One part-time staff member assigned to the entire initiative • Little to no resources • Budget goes to CRM Nominated for Salesforce Summit Award • 200+ students now have degrees who wouldn’t have otherwise • Could not have succeeded without digital Smarter means STRATEGIC
- 19. Really personal: what we’ve realized Digital allows us to think differently • Concierge service possible with small staff? • Shift to case management? • Focus on success: connection Be nimble, be ready, shift perceptions • Opportunity and preparation • Leverage victories • Focus on success: conversion Smarter means strategic
- 21. Standing out in a crowded universe Digital inquiries after three years: up 60% • Information requests up 120% • Campus tour requests up 75% • Focus on connection, the why not the how Smarter means strategic
- 22. Standing out in a crowded universe Digital inquiries • Information requests • Campus tour requests • Focus on connection, why not how Applications after three years: up 15% • Connecting with prospects • Leverage victories • Focus on success, careers Smarter means STRATEGIC
- 23. Standing out in a crowded universe Digital inquiries • Information requests • Campus tour requests • Focus on connection Applications • Opportunity and preparation • Leverage victories • Focus on success, careers Enrollment after three years: up 4% • Focus on success, careers, peers • College experience • Stature matters; quick response more Smarter means STRATEGIC
- 24. Thinking outside the box Digital first • CRM now integrated with ERP & Contact Center • Recruitment team, four years into Salesforce, changes focus • All campaigns now focus on nurturing perceptions, connections Allow prospects to shift perceptions on their own • Bittersweet graduates: success stories • MOUs with more universities, direct-connect programs • For all: focus on relevance, resonance But inside the device
- 25. Pivoting to new opportunities Transfer applicants up 170% • Salesforce allows for quick response • New digital processes allow us to create a clear path for them • Purposeful prospects Digital allows a changing philosophy • For years, college relies on FTIC, mostly in area • Concierge approach for transfers only possible with digital • For all: focus on relevance, resonance Transfers
- 26. Some units still resist • Traditionalists can’t think of digital first • They prefer the direct touch: come and see me and all your questions will be answered • Some still perceive Salesforce as ‘sales,’ and beneath the ivory tower Internal Perceptions Personalized re-engagement impossible • No campus-wide tracking of prospective student contact except in Salesforce Multiple systems still plague the college • Program advisors have too many duties, and no central authority exists Leverage, leverage
- 27. Some units still resist • Traditionalists can’t think of digital first: we do it for them • They prefer the direct touch: come and see me and all your questions will be answered: we encourage direct touch, and digital follow-ups • Some still perceive Salesforce as ‘sales,’ and beneath the ivory tower: we wait for many of those folks or their bosses to retire Internal Perceptions Leverage, leverage
- 28. Some units still resist • One unit wanted to give up its recruitment based CRM seat Internal Perceptions Leverage, leverage
- 29. Some units still resist • One unit wanted to give up its recruitment based CRM seat • Now they’re adding four more to deal with applications • Perception has shifted as to usefulness of digital, and Salesforce in particular Internal Perceptions Leverage, leverage
- 30. Act III: Paved roads and pathways
- 31. Internal Constituents crave solutions Salesforce integrated with ERP, Contact Center • Former internal resistors have given way, or come on board • Team is always ready with the next idea to integrate More digital solutions on the way • All internal data pathways go through, or to, the CRM • IT hiring more staff with CRM knowledge, experience • More staff, more skill Paths to make processes easier, more effective
- 32. External Constituents crave solutions Salesforce integrated with ERP, Contact Center • Automation rules for quick response • Response rate now 100% within minutes for all initial contacts (used to take 48 hours) • Nurture campaigns through email, text, task creation, calls: 45% of purged students re-registered in a 24 hour period because of first nurture campaign More digital solutions on the way • All internal data pathways go through, or to the CRM • IT hiring more staff with CRM knowledge, experience • More staff, more skill, more strategy Paths to make processes easier, more effective
- 33. Bottom Lines Salesforce has broadened our thinking Can’t afford to be cutting edge: clever Can’t afford not to be at the curve: clever Success takes many forms
- 34. Second Choice or Destination, be the best Increase in transfer applicants tell us • Santa Fe College is well positioned as a great destination for our students • Awareness, interest are strong Digital tools give us a chance to • Personalize our relationship with all prospective students • Tell our stories in relevant and resonant ways • Create connections that lead to conversions, and… success
- 35. Pave the roads Leverage every success and ally with the like-minded • Tout your success internally & cultivate allies • If you can’t win the argument, keep it going • Lean on qualitative, anecdotal feedback more than numbers: ideas Respect the student’s journey and help them find his or her pathway • Students are consumers; treating them like smart people helps Remember that you have to keep recruiting internal support too • Digital helps us clarify pathways for prospective/current students: connect • Focus on narratives that are relevant & resonant Personalization, perceptions, pathways
- 36. “Luck is when opportunity meets preparation”