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Technological Transformation of the Bethel Admissions System

Spring 2020 Board of Directors MeetingEric Preheim, Associate Director for Admissions

Andy Johnson, Vice President for Admissions

● Name Buying● Telecounseling ● Direct mail and glossy

brochures○ Full catalogues for

wealthier schools● Church visits● School visits and College

Fairs● Word of mouth

College Admissions Activities Prior to 2000Industry Wide

● No● Yes● Yes

● No

● Yes● Yes

● Yes

Technology that Changed the Higher Education Admissions Landscape

● World Wide Web● Facebook● iPhone● Social Media

2000 -- 2010

● CRM’s● Name Buying● Direct Mail● Website● Digital Marketing● Telecounseling● School Visits and

College Fairs● Church Visits● Word of Mouth

● Yes and No● No● Yes● Yes● No● Yes● Yes

● Yes● Yes

2010 -- 2020Increasing

● CRM Sophistication● Website● Website Tracking● “Stealth Applications”● Digital Marketing● Artificial Intelligence● Machine Learning● Target Segment Name

Buying● Virtual Tours● Students as Savvy

Consumers

Decreasing● Direct Mail with Glossy Print● Blanket Mailing● “Road Warrior” counselors● “One size fits all”

recruitment

Bethel in 2015

● Name Buying Just Started● Target Segment Name Buying No● Telecounseling Yes● Direct mail Yes● Church visits Yes● School visits and College Fairs Yes● Word of mouth Yes● CRM Yes/No● CRM Sophistication No● Website Yes● Website Tracking No● Digital Marketing No● Artificial Intelligence No● Machine Learning No● Virtual Tours Yes until 2016

● Name Buying Yes● Target Segment Name Buying Yes● Telecounseling Yes● Direct mail Yes, strategic● Church visits Yes● School visits and College Fairs Yes, strategic● Word of mouth Yes● CRM Yes● CRM Sophistication Yes● Website Yes● Website Tracking Yes● Digital Marketing Yes● Artificial Intelligence Yes● Machine Learning Yes● Virtual Tours Yes, COVID19 addition

Bethel in 2020

Technology Upgrades 2015 -- 2020

2014: YouVisit virtual tour Cut in 2016

2015: Chegg/NRCCUA digital advertising Ongoing

2018: Capture Higher Ed website tracking Ongoing

2018: Capture Higher Ed digital marketing Ongoing

2018: Slate CRM Ongoing

2019: Niche.com and Cappex.com Ongoing

2020: Capture Higher Ed Apply, Aid, Enroll Coming Soon

Year and Partner Current Status

Slate by Technolutions: 2017- ongoing

Search for new CRM to replace Recruit2

● Jan. 2018: signed contract with Slate

Building for FA19 class and beyond

● Feb. 2018-19: launched inquiry, visit, application forms and deposit link

August 2019: *largest freshman class in 31 years*

Slate by Technolutions: 2017- ongoing

Forms

● Pre-Slate: would hand-enter all form data (application, visit,

inquiry, recruiting questionnaires, camp signs ups)

● All form submissions are automatically added to existing Slate

profiles or automatically create new ones

● An automated set of emails set up for each form submission

● Remote visits set up!

Slate by Technolutions: 2017- ongoing

Deposit link and application portal

● Pre-Slate: deposits mainly by mail, often out of sequence; no

portal

Test record’s application portal *

*requires Eric’s Slate permissions to view link

Slate by Technolutions: 2017- ongoing

Email communication flow redesign

● Pre-Slate: emails built by Institutional Communications office;

not visible to admissions counselors

● Jan. 2019 - Dec. 2019: Laura Rudolph consulting

● Summer 2019: built all-new emails (over 2,000) for all levels

of student and parents

● Segmented populations based on time and status

● Revisions and updates are weekly

Stage 1; Stage 2; Stage 3; Stage 4; Stage 4.5 *

*requires Eric’s Slate permissions to view links

Slate by Technolutions: 2017- ongoing

Other changes● Updated bethelks.edu/visit page● Queries● Automated FAFSA verification emails● Slate text messaging system; mass and individual● Faculty recruitment portal● Queries built specifically for fine arts and athletics recruiters,

financial aid, enrollment advisers, registrar, etc.● Integration of high school contacts (including alumni)● Automated reports● Automated uploads of prospects (bought names)● Special scholarship applications● Simplified committee process● Counselor accountability measures● Re-do of all our other non-campaign emails● And more!