1. 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
© 2003

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

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

4. GW’s Marketing Strategy & Processes
Part I
GW’s Marketing Strategy & Processes
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5. 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
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6. 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
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7. 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
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8. 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
© 2003

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

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

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

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

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

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

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

16. 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
© 2003
Filename: UCEA-Troy-mod ppt

17. 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 ppt

18. 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
© 2003
Filename: UCEA-Troy-mod ppt

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

20. 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!
© 2003
Filename: UCEA-Troy-mod ppt

21. Data Management System
DRAFT UCEA Presentation
6/24/2018
Data Management System
© 2003
Filename: UCEA-Troy-mod ppt

22. 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
© 2003
Filename: UCEA-Troy-mod ppt

23. 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
© 2003
Filename: UCEA-Troy-mod ppt

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

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

26. 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
© 2003
Filename: UCEA-Troy-mod ppt

27. 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
© 2003
Filename: UCEA-Troy-mod ppt

28. 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
© 2003
Filename: UCEA-Troy-mod ppt

29. 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
© 2003
Filename: UCEA-Troy-mod ppt

30. 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
© 2003
Filename: UCEA-Troy-mod ppt

31. 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"
© 2003
Filename: UCEA-Troy-mod ppt

32. Part IV TM
© 2003

33. Release The Power of your Leads
Part V
Release The Power
of your Leads
© 2003

34. Database Marketing Examples: Email Mailers Postcards / Flyers Letters
Catalogs
Telemarketing
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35. 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
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36. 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
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37. 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
© 2003

38. 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
© 2003

39. Questions?
Thank you for your participation
© 2003