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
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
Cal Poly: Pyramid Inverted Pyramid President Students VPs Administrators Staff Faculty Faculty Staff Administrators Students President Traditional Pyramid
The Plan: Mission Committed, campuswide, studentcentered approach to enrollment Seamless and efficient delivery of services Utilization of current available technologies
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
The Plan: Vision We are committed to recruiting, admitting, enrolling and graduating a high quality diverse student cohort.
The Plan: Purpose We link our campus using our toolsets to foster relationships through the student s life cycle.
Process Innovation Identified goals for the unit s efforts Explained how objectives better serve constituency Examined strengths of redefined efforts Identified critical success factors
Performance Management Strategy Integrated self service model to 24/7/365 18-20 Month recruitment cycles Electronic business model Yield marketing push Use of microsites and video
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
Technology = Green Then: Paper Now: Digital 300+ letters Paper application Letter Parents VIP page Events E-mail flow Catalogue Printed View Book Website Email 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
Enabled by CRM Letter VIP Pages Events E-mail flow Website Email 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
Cal Poly: Letters
Cal Poly: VIP Pages
Cal Poly: VIP Pages Parent Student
Cal Poly: Phone Blasts
Cal Poly: Video Drivers
Cal Poly: Events Soar Wow Open House Vista Host
Cal Poly: Social Media Twitter Face Book Weekly Update YouTube
Cal Poly: U-Portal
Cal Poly: Department Chairs Chair Speaks: Prospect Welcomes: Yield
Cal Poly: Graduate Programs
Cal Poly: Website Home Page Prospects How to Apply Admitted After Applying
Cal Poly: GPS Tours
Cal Poly: Out of State Reception
Cal Poly: Chats
Cal Poly: Phone-a-thon
Cal Poly: Grand Avenue
Cal Poly: Special Tours
Cal Poly: QR Tour Confirmation
Cal Poly: Virtual Viewbook
Cal Poly: E-Surveys
Cal Poly: Communication Flows Prospect Flow Admitted Flow
Cal Poly: Prospect Flow
Recruitment: Out of State
Recruitment: ESPN Commercial
Recruitment: Major Specific
Cal Poly: Yield Flow
Admitted: Learn by Doing
Admitted: Out of State
Admitted: Dean Welcome
Admitted: Provost Welcome
Admitted: Scholarship Notification
Enrolled: Thank You Message
Enrolled: University Fee Increase
CRM & ROI Recruitment Recruitment Message Results
CRM & ROI Devin Kennedy All Communications Received Viewing Rates Application status More
Results: Funnel Then (1998) 50,000 Prospect Pool Now (2012) 300,000 18,963 Applications 44,458 3,058 Enrolled 3,851
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
Results: Number of Applicants 50000 45000 40000 35000 30000 25000 20000 15000 10000 5000 0 1996 1998 2000 2002 2004 2006 2008 2010 2012 Other Grad Transfer Freshmen
Results: Admitted Profile *2012 data
Results: Admitted Profile *2012 data
Results: Admitted Profile
Results: Admitted Profile
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%
1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 Results: 1 st Year Retention 100.00% 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Retention