Capture, Mine, Target and Release the Power of Your Leads R E C R U I T ! Capture, Mine, Target and Release the Power of Your Leads www.teeboom.com © 2003

Presenters Connie Mokey Troy Teeboom Director, Enrollment Management & Student Services College of Professional Studies The George Washington University Troy Teeboom President, Teeboom LLC www.teeboom.com © 2003

Agenda GW’s Marketing Strategy & Processes Challenges of the Recruitment Process The Database Solution The AccQuireTM System Release the Power of your Leads www.teeboom.com © 2003

GW’s Marketing Strategy & Processes Part I GW’s Marketing Strategy & Processes www.teeboom.com © 2003

GW’s Strategy & Process The role of GW’s: College of Professional Studies (CPS) and Off-Campus Programs (OCP) Marketing Team Model (GWSolutions) Marketing Strategy www.teeboom.com © 2003

GW’s College of Professional Studies Administer programs for GW Schools which operate “Off-Campus” Degree Granting Certificate (Undergraduate & Graduate) Associate’s Bachelor’s Master’s www.teeboom.com © 2003

GW’s OCP Marketing Team Model GWSolutions Marketing Program Director/ Faculty Effective interaction is facilitated by the Director of Enrollment Management and the Graduate Center Directors. Program Representatives www.teeboom.com © 2003

GW’s OCP Marketing Team GWSolutions Marketing Prospect database management Graphics design Writing / Editing Project management Media / Market research Web development Call Center Center Directors & Program Representatives Lead and implement marketing strategy Liaison to department Student / Customer Care Program Director/Faculty Subject Matter Expert Advising www.teeboom.com © 2003

GW’s OCP Marketing Strategy GWS Marketing Program Director/ Faculty Branding / Image Marketing Platform Marketing Campaigns Student / Customer Care Portfolios Program Representatives www.teeboom.com © 2003

GW’s OCP Marketing Strategy Program Director/ Faculty GWS Marketing Representatives Takes Lead Role Branding / Image www.teeboom.com © 2003

GW’s OCP Marketing Strategy GWS Marketing Program Director/ Faculty Representatives Marketing Platform All Share Equal Roles www.teeboom.com © 2003

GW’s OCP Marketing Strategy Marketing Campaigns GWS Marketing Program Director/ Faculty Program Representatives Share Lead Roles www.teeboom.com © 2003

GW’s OCP Marketing Strategy Student / Customer Care GWS Marketing Program Director/ Faculty Representatives Takes Lead Role www.teeboom.com © 2003

GW’s OCP Marketing Strategy Portfolios GWS Marketing Program Director/ Faculty Representatives Takes Lead Role www.teeboom.com © 2003

DRAFT UCEA Presentation Challenges of the Recruitment Process 6/24/2018 Part II Challenges of the Recruitment Process www.teeboom.com © 2003 Filename: UCEA-Troy-mod 1.22.03.ppt

DRAFT UCEA Presentation 6/24/2018 Recruitment Process Outreach Activities Conduct marketing/advertising Receive leads (phone, web, BRC, etc) Rapidly respond to leads Send a fulfillment kit Invite prospects to information sessions Make corporate contacts www.teeboom.com © 2003 Filename: UCEA-Troy-mod 1.22.03.ppt

DRAFT UCEA Presentation 6/24/2018 Recruitment Process Internal Activities Enter leads into database Share leads effectively Leverage and track leads Generate reports Analyze and measure marketing effectiveness Meet or exceed enrollment goals Filename: UCEA-Troy-mod 1.22.03.ppt

DRAFT UCEA Presentation 6/24/2018 Recruitment Process Follow-up Activities Target individuals or groups with personalized messages Repeat invitations to new events Hit leads again with new collateral (catalogs, flyers, direct mailers, etc.) Periodically cross-market programs www.teeboom.com © 2003 Filename: UCEA-Troy-mod 1.22.03.ppt

DRAFT UCEA Presentation The Database Solution 6/24/2018 Part III The Database Solution www.teeboom.com © 2003 Filename: UCEA-Troy-mod 1.22.03.ppt

DRAFT UCEA Presentation 6/24/2018 Just a Database? To be most efficient, we require a technical solution… A solution that matches all of CE’s marketing processes and challenges A solution that is secure, yet inviting for all levels of staff A solution that builds a database of leads that can be used again and again …a Data Management SYSTEM! www.teeboom.com © 2003 Filename: UCEA-Troy-mod 1.22.03.ppt

Data Management System DRAFT UCEA Presentation 6/24/2018 Data Management System www.teeboom.com © 2003 Filename: UCEA-Troy-mod 1.22.03.ppt

Data Management System DRAFT UCEA Presentation 6/24/2018 Data Management System Construct a System to … Capture information about prospective students Facilitate communications in a variety of ways Work to convert prospects into actual student enrollments www.teeboom.com © 2003 Filename: UCEA-Troy-mod 1.22.03.ppt

DRAFT UCEA Presentation 6/24/2018 System – CAPTURE Data entry forms that enhance input: Look-up function that eliminates duplication Field validation & error checking Auto fill-in of city & state from zip code Live information to operators Notification of upcoming events Web enabled forms www.teeboom.com © 2003 Filename: UCEA-Troy-mod 1.22.03.ppt

DRAFT UCEA Presentation 6/24/2018 System – CAPTURE Analyze your leads according to: Interest areas Marketing sources Time to conversion Cost per inquiry www.teeboom.com © 2003 Filename: UCEA-Troy-mod 1.22.03.ppt

DRAFT UCEA Presentation 6/24/2018 System – CAPTURE Mail fulfillment capabilities: Mailing labels and stuffing instructions Personalized letters "Save-the-date" reminders Automated e-mail confirmations www.teeboom.com © 2003 Filename: UCEA-Troy-mod 1.22.03.ppt

DRAFT UCEA Presentation 6/24/2018 System – CAPTURE Inventory of marketing collateral: What quantities remain Where materials are going What you need to order How much they cost to make www.teeboom.com © 2003 Filename: UCEA-Troy-mod 1.22.03.ppt

DRAFT UCEA Presentation 6/24/2018 System – CAPTURE Powerful reporting capabilities: Distribute leads to appropriate staff for follow-up Provide activity reports for management Track marketing results for trend analysis Electronic reporting options www.teeboom.com © 2003 Filename: UCEA-Troy-mod 1.22.03.ppt

DRAFT UCEA Presentation 6/24/2018 System – CAPTURE Robust querying power: Flexible query templates Mailing list generation based on any demographics you collect Unlimited ad-hoc query capability Data export for external purposes and vendors Designed for non-programmers www.teeboom.com © 2003 Filename: UCEA-Troy-mod 1.22.03.ppt

DRAFT UCEA Presentation 6/24/2018 System – SALES Facilitate information sessions and open houses: Take live reservations over the phone or via the web Follow-up and send reminders Know session size & catering considerations Track attendance and survey responses www.teeboom.com © 2003 Filename: UCEA-Troy-mod 1.22.03.ppt

DRAFT UCEA Presentation 6/24/2018 System – SALES Arm your program representatives with the tools to close sales: Direct access to the lead's contact info Memo fields and career counseling logs to "know" potential students Call-back ticklers for follow-up activity www.teeboom.com © 2003 Filename: UCEA-Troy-mod 1.22.03.ppt

DRAFT UCEA Presentation 6/24/2018 System – SALES Differentiate important corporate leads from individual leads: Entry screens that collect and highlight corporate interests Identify HR/Training Directors Documentation on employee benefits and contracts Delivery information for "stacks" www.teeboom.com © 2003 Filename: UCEA-Troy-mod 1.22.03.ppt

Part IV TM www.teeboom.com © 2003

Release The Power of your Leads Part V Release The Power of your Leads www.teeboom.com © 2003

Database Marketing Examples: Email Mailers Postcards / Flyers Letters Catalogs Telemarketing www.teeboom.com © 2003

Use Your Leads Integrate your leads into all your campaigns (your house lists are usually your best lists) Save marketing dollars by working leads you’ve already paid for Try cross marketing lists and gain insight, identify trends, and find new markets Export options for other systems/services www.teeboom.com © 2003

Learn From Your Leads Know what campaigns worked best (responses, time, & cost) Transform raw data into valuable marketing intelligence & analysis Make better business decisions and react to market changes www.teeboom.com © 2003

Facts & Figures Sales require an average of 7 hits Average Direct Mail response is 1 to 1.5% Average Cost-Per-Inquiry for GW is ~$100! Program reps personal touch efforts are essential www.teeboom.com © 2003

Summary Strategize your marketing processes Complement it with a technology solution (do you have it/can you get it?) Make it work for YOU in the marketing dept A database is not a data management system Build a database that becomes your most valuable marketing asset Realize the full potential of your leads www.teeboom.com © 2003

Questions? Thank you for your participation www.teeboom.com © 2003