Peer Network Analytics: Enabling a New Way to Discover Prospective Learners
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1 IDHC MEETING Peer Network Analytics: Enabling a New Way to Discover Prospective Learners Jim Maraviglia Associate Vice Provost for Marketing and Enrollment Development Jim Maraviglia Associate Vice Provost for Marketing & Enrollment Development At Cal Poly San Luis Obispo
2 Cal Poly: History University Outreach Unit School relations Very little follow-up No analysis Reported to student affairs Admissions processing Unit Centralized Functions Paper Process No personalization Reported to academic affairs Financial aid processing unit Provided aid for access No leveraging Little understanding of strategic plan directive
3 Cal Poly: Pyramid Inverted Pyramid President Students VPs Administrators Staff Faculty Faculty Staff Administrators Students President Traditional Pyramid
4 The Plan: Mission Committed, campuswide, studentcentered approach to enrollment Seamless and efficient delivery of services Utilization of current available technologies
5 The Plan: Goals & Objectives Employ a marketdriven approach Maximize utilization of available technology and management science capabilities Assess all efforts Improve support services and access to all financial assistance opportunities
6 The Plan: Vision We are committed to recruiting, admitting, enrolling and graduating a high quality diverse student cohort.
7 The Plan: Purpose We link our campus using our toolsets to foster relationships through the student s life cycle.
8 Process Innovation Identified goals for the unit s efforts Explained how objectives better serve constituency Examined strengths of redefined efforts Identified critical success factors
9 Performance Management Strategy Integrated self service model to 24/7/ Month recruitment cycles Electronic business model Yield marketing push Use of microsites and video
10 Performance Management Strategy Predictive modeling to Inform targeting Purchasing of prospect lists Distinguish levels of prospect interest Geo-demographic clustering in targeted messages Use of CRM throughout recruitment workflow
11 Technology = Green Then: Paper Now: Digital 300+ letters Paper application Letter Parents VIP page Events flow Catalogue Printed View Book Website drivers GPS Tour Out of state reception Chats Phone-a-thon Phone blasts Department chairs Mailers Brochures Grand Avenue Special tours QR tour confirmation Social media CD Rom s U Portal Virtual View book E-Surveys
12 Enabled by CRM Letter VIP Pages Events flow Website drivers GPS Tour Out of state reception Chats Phone-athon Phone blasts Department chairs Grand Avenue Special tours QR tour confirmation Social media U Portal
13 Cal Poly: Letters
14 Cal Poly: VIP Pages
15 Cal Poly: VIP Pages Parent Student
16 Cal Poly: Phone Blasts
17 Cal Poly: Video Drivers
18 Cal Poly: Events Soar Wow Open House Vista Host
19 Cal Poly: Social Media Twitter Face Book Weekly Update YouTube
20 Cal Poly: U-Portal
21 Cal Poly: Department Chairs Chair Speaks: Prospect Welcomes: Yield
22 Cal Poly: Graduate Programs
23 Cal Poly: Website Home Page Prospects How to Apply Admitted After Applying
24 Cal Poly: GPS Tours
25 Cal Poly: Out of State Reception
26 Cal Poly: Chats
27 Cal Poly: Phone-a-thon
28 Cal Poly: Grand Avenue
29 Cal Poly: Special Tours
30 Cal Poly: QR Tour Confirmation
31 Cal Poly: Virtual Viewbook
32 Cal Poly: E-Surveys
33 Cal Poly: Communication Flows Prospect Flow Admitted Flow
34 Cal Poly: Prospect Flow
35 Recruitment: Out of State
36 Recruitment: ESPN Commercial
37 Recruitment: Major Specific
38 Cal Poly: Yield Flow
39 Admitted: Learn by Doing
40 Admitted: Out of State
41 Admitted: Dean Welcome
42 Admitted: Provost Welcome
43 Admitted: Scholarship Notification
44 Enrolled: Thank You Message
45 Enrolled: University Fee Increase
46 CRM & ROI Recruitment Recruitment Message Results
47 CRM & ROI Devin Kennedy All Communications Received Viewing Rates Application status More
48 Results: Funnel Then (1998) 50,000 Prospect Pool Now (2012) 300,000 18,963 Applications 44,458 3,058 Enrolled 3,851
49 Results: Then and Now Then (1998) Now (2012) Out of State 3% Out of State 18% International.06% International 1.7% Under Served Populations 16% Under Served Populations 30% Average SAT 1164 Average SAT 1316 Average GPA Frosh: 3.64 Transfers: 3.17 Average GPA Frosh: 3.98 Transfers: 3.36
50 Results: Number of Applicants Other Grad Transfer Freshmen
51 Results: Admitted Profile *2012 data
52 Results: Admitted Profile *2012 data
53 Results: Admitted Profile
54 Results: Admitted Profile
55 Results: Admitted Profile Geographic Orgins San Diego 9% Central Coast 8% LA Area 23% SF Bay Area 29% Foreign Countries 1% Sacramento Area 8% Other CA Counties 5% Other US States 10% SanJoaquin Valley 7%
56 Results: 1 st Year Retention % 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Retention
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