crm for graduate admissions: your key to student & faculty ......

CRM for Graduate Admissions: Your Key to Student & Faculty Success

Council of Graduate Schools Annual Meeting December 6, 2019

Olivia NashUniversity of the Pacific GraduateSchool

Kathryn Hausbeck KorganUNLV Graduate College

Forward-Looking StatementsStatement under the Private Securities Litigation Reform Act of 1995:

This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of ourservices.

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Kate Hausbeck Korgan, PhDDean, Graduate College

University of Nevada, Las Vegas

Olivia NashAssistant Dean, Graduate School

University of the Pacific

Who we are

Today’s AgendaUniversity of the Pacific● About Pacific● Building out internal facing CRM to facilitate faculty and staff involvement with the

intention of increasing enrollment● Case Study: Master of Science in Data Science

University of Nevada, Las Vegas

● About UNLV● Strategies for Building a Lifecycle CRM

University of the PacificAt a glance

● Private, three city university : Stockton, San Francisco and Sacramento

● Total enrollment (2019): 6,321○ 3,554 undergraduate○ 1,143 graduate○ 1,624 first professional

● 80+ undergraduate majors, 30+ graduate programs, 3 first-professional programs

● Adopted Salesforce with TargetX in 2014; build out for Graduate Admission & Recruitment started in 2015

CRM Challenges at the Graduate Level• Decentralized nature of GraduateAdmissions• Faculty & staff in graduate programs see the CRM as yet another tool they need to

learn• Department resources (time, support staff, training tools) are limited and spread

thin• Marketing, recruitment and admission are typically not the primary focus in

graduate programs• Programs have different needs, use different applications with varying levels of data

insights

• Athletic Training

• Audiology

• Clinical Nutrition

• Data Science

• Food Studies

• Education (MA & EdD)

• Music Therapy

Launch new revenue-generating graduate programs from 2015-2020

Shift in graduate education at Pacific

• Nursing

• Occupational Therapy

• Physician Assistant Studies

• Public Administration

• Public Policy

• Social Work

How Pacific currently utilizes Salesforce

• Lead lists• Inquiries• Marketing Campaigns• Prospective Student events

Pacific’s Graduate School utilizes Salesforce for prospective students and applicants. It is used to track:

• Email Campaigns• Applicants (Enrollment Funnel)• Confirmed and Enrolled Students

Case Study: MS in Data Science

Fall 2015

2019

2019

2018

2016-2018

Program Launch

Limited Marketing efforts, 6 month

approved to enrolled timeline, no Salesforce use

Enrollment targets not

metLimited Salesforce

use

Salesforce Utilization

MemoData Science

program required to utilize

Salesforce tools in partnership with

GS

UOPInternational

Launched

2 year Marketing campaign launched

Largest DS Cohort

Enrolled

Fall2019

Program Specific Report Folders

Program Specific Enrollment Dashboards

Drill down

Inquiry Funnel

Drilling down into the dashboard

MarketingCampaignTracking

Outreach Plan

Results

Success in fall 2019 was due to:• Increased international effort with English Language partner• Increased & sustained digital marketing efforts• Systematically reviewing and interpreting enrollment funnel data to identify areas of opportunity

for targeting quality or missed inquiry and applicant populations

Subtitle placeholder

The Mission is the Message: Building a Successful Lifecycle CRM

Our System Needs & Challenges: The CRM is the Message

ADAPTABLE SYSTEM: 160+ PROGRAMS,

500+ CONCENTRATIONS & TRACKS

INTEGRATION w/PEOPLESOFT SIS

REPORTS & DATA DASHBOARDS

SINGLE ACCOUNTfor ADM, $,LIFECYCLE

PERSONAL PORTAL

RESPONSIVE: USER TRACKING, REVIEWS & RECOMMENDATIONS

CUSTOMIZED SYSTEM OF ENGAGEMENT

CULTURE CHANGE RESOURCES

We are Strategically Building our CRM Grad Student Lifecycle System of Engagement in 3 Overlapping Phases

PHASEPHASE

2015 - 2019

PHASE1

recru1itment, admissions,

funding

2017 - 2021

PHASE PHA2SE

enr1ollment to

graduation

2021 - 2023

PHASEPHA3SE

alumniplac1ement

&tracking

We’re Building each Stage of our CRMto Face our 3 Constituent Groups & Address their Concerns

Graduate College

PHTAeaSmE3

For1back-endprocesses,

communications, info sharing & R2PC

metrics

Graduate Programs &

Coordinators

PHTAeaSmE2

For ef1ficient back-end processes,

communications &reports/dashboards

& R2PC impact

Prospective & Current Graduate

PHStuAdeSntEs

1For r1esponsive,

personalized, easyinterface, individual on-time comms &

student success

We are Implementing a Grad Student Lifecycle CRM to Show Targeted Benefits & Earn Buy-In

1

Graduate College Team

PHCAASSESERESOURCES: TIME, $,

AND STAFF&

HAPPYCONSTITUENTS!

1

Graduate Programs &

Coordinators

PDHATAAS&EE-FORMS

TIME, EFFICIENCY, PERSONALIZATION

& CULTURE CHANGE

1

Prospective & Current Grad

Students

PPHERASOSNEALINFO

EASE, EFFICIENCY, RESPONSIVE,

PERSONAL&

ON TIME INFO

PE

CULTURE

CONSTITUENTS!

Grad Rebel Gateway PHASE 1: Recruit, Admit & Fund

Outreach

Admit: Offers, Tracking, YieldManagementApplicant: GC & Dept. Messaging based on Applicant Status Prospect: RFI, Tracking, FUND New & Current

Students: GAs, Scholarships & Fellowships; Funding Review, Tracking, Processing & GA Data Dashboards

• DocuSign forms■ EDA: Enrollment, Courses, Graduate Faculty Status■ Grad Advisory Committee tracking

• Timely Communications■ Authenticated web Cases for interactive & searchable communications■ RPC: Track & message to promote retention, progression, completion■ Events and professional & career development engagement tracking

• Progression & At-risk Tracking■ Student messaging & GC/Program alerts

Phase Two for Faculty/Staff & Students• Personalized portal, forms, funding & new applications for current students

■ IntegrationRx: PeopleSoft system of Record & Salesforce system of Engagement

■ Customized student information in their portal

1

••

•

1PPHHAASSEE

2

Phase 2 Roll-Out:Online E-Forms in our Grad Rebel Gateway

● FormBuilder Rx○ Web forms for students

● Grad Faculty Status & Committee Tracking○ EDA: affiliations w/ privileges

● Program Enrollment○ Form requirements○ Status of forms

● Forms○ Tracking

● DocuSign○ Create envelopes○ Route for signatures

Student Form Requirements

Online Form

Form Tracking

Completed Form







1

••

•

1PPHHAASSEE

2

CASES Use, Outcomes & Reporting

ISSUE TRACKINGCases are created through email, web forms, & manual entry. Staff send email responses directly from the case record. This ‘conversation’ is saved to the contact’s record.

DATA ANALYSISSalesforce tracks the number of cases created, comments, emails, interactions, case owners, the length of time since the case last changed status or owner, and the case history.

BUSINESS PROCESSESCases centralize communications & improve transparency.Increases accountability & efficiency of teams & staff.

Cases have allowed us to improve customer service and efficiency, while ensuring consistency of messaging.

SalesForce CasesSalesForce Cases

Tracking MetricsCases provide data on types of issues so we know where to focus resources and communication efforts.







1

••

•

1PPHHAASSEE

2

•GRADUATESTUDENTLIFECYCLE

LATE

MIDDOCTORAL

MASTER'S

DOCTORAL

EARLYDOCTORAL

- - - - - - - - IMASTER'S I- - .. - - • - I

Strategic Student Communications

• Student Lifecycle On-time Info.• Early/Mid/Late Career Support• Form & Milestone Requirements• At-Risk Students

• Weekly Newsletter for Students• Monthly Newsletter for Faculty

& Staff• All branded for culture building

• Graduation Application & Info

•D e a r _

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Sincerely -

-- -- -.1. - - I- ..1·:: .•-.L--,

UNLV Graduate College Case Study:One Strategy for CRM Success & Mission Fulfillment

MEDIUMSalesforce CRM

&EnrollmentRx

MISSIONTop Tier & R1

MESSAGE + BENEFITSElevated Experiences Heightened Efficiency

Enables Strategic Actions Metrics Track Success &

Opportunities

* Marshall McLuhan & Quentin Fiore (1967) The Medium is the Massage

MEDIUMMetrics Track Success &

Buy-inDrives Growth

Thank You to our UNLV GC Systems & Data Team

Janine Barrett, Ex. Dir., Systems & Operations Maulik Maniar, Systems & Data Analyst

Payam Ezatpoor, Systems & Data AnalystKara Wada, Ex. Dir., Grad Enrollment Management

And so much gratitude to our terrific UNLV colleagues from the MyUNLV &

Office of Information Technology teams

crm for graduate admissions: your key to student & faculty ......

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