University of Central Lancashire Success Story

Transcription

1 University of Central Lancashire Success Story

2 Contents: About us Meet the team Project at a glance First UK modern university in QS World Rankings Limitations of a list-based system One central hub for data and marketing Targeted, personalised and multi-channel campaigns A fully joined-up environment P2

3 About Us: Deep student insights, big brands that cut through the noise and targeted multi-channel marketing the fundamentals of effective student recruitment marketing in the HE sector. We re here to help you align software requirements to strategic goals and business objectives. And that s not just effective marketing campaigns - but specific outcomes like hitting student enrolment targets, league table performance and achieving a single true source of student data. Customer-centricity is at the very heart of what we do and that s not just our customers, but your customers too. Our team of experienced HE experts take a holistic approach to helping you develop targeted campaigns and build strong brands that speak to young people delivered through software that creates dialogue with your audience. Our partnership approach allows productivity, creativity and immediate business benefit to thrive. Open communication ensures that the solution you envisaged, require and helped to design - is delivered. P3

4 Meet the team: John Nicholls Lead HE Consultant Nathaniel Efue Lead Configurator Lisa Chick Director of Business Development Darren Pontin Project Manager John has been specialising as a Nathaniel has been a Lead Configurator With over 20 years experience in A seasoned IT professional with HE student recruitment software for HE student recruitment projects CRM, project management and growth extensive experience throughout the Consultant since He has at Interactive Software since 2008, strategies, Lisa is the driving force entire software development lifecycle. in-depth knowledge of the unique working closely alongside ISL s and creative mind that helps both our A confident and organised Project dynamics of the HE sector and specialist HE Consultants to develop customers and Interactive Software Manager, Darren is PRINCE2 qualified student recruitment marketing, having solutions that meet all project to achieve our commercial and with a passion for detail. implemented systems for UCLan, requirements. This focused position operational objectives. Loughborough, Sheffield Hallam and allows Nathaniel to deliver software Huddersfield Universities. configured with the most efficient and effective HE workflows and functionality. P4

5 Project at a glance: Limitations and problems existed around the current list-based solution A single contact record can now exist in multiple segmentations A single tool for student recruitment CRM, open days and marketing All interactions captured and available for analysis from every touch-point P5

6 First UK modern University in QS World Rankings We needed to move away from a list-based solution, where the same contact could exist multiple times in multiple lists and therefore potentially receive multiple s. In order to drive enquiries, conversions and targeted Marketing, we needed a fullyrelational database, where all interactions are stored against a single contact record for a truly holistic view of the individual and cohort journey. The new system needed to deliver one central point where a history of each prospective student can be viewed from. Pete Lumb, CRM Officer The University of Central Lancashire (UCLan) in Preston was founded in 1828, Ex solo ad solem, or in translation, From the Earth to the Sun, has been its motto ever since. In 2010 UCLan became the first UK modern university to appear in the QS World University Rankings. In 2015 the Centre for World University Rankings placed UCLan in the top 3.8 percent of all worldwide universities, highlighting the real-world learning experiences and reflecting the broad pool of academic talent. UCLan is now a World Class modern teaching and research University and home to a diverse community of students from the UK and overseas, but it needed to improve and extend the use of its student recruitment CRM software seeking to remove the limitations with their current solution. Limitations of a List-based System UCLan wanted a system which could record, track and analyse interactions captured from prospective students across all touch-points something they could not currently do with their existing list-based solution. They found they were always having to extract and manipulate data outside of the system to ensure that they were not duplicating communications and when trying to achieve a full view of the student journey. UCLan s vision was for a new student recruitment CRM system that would also be an essential marketing tool for the Marketing and Communications team. Pete Lumb, CRM Officer, said, We needed to move away from a list-based solution, where the same contact could exist multiple times in multiple lists and therefore potentially receive multiple s. In order to drive enquiries, conversions and targeted Marketing, we needed a fully-relational database, where all interactions are stored against a single contact record for a truly holistic view of the individual and cohort journey. The new system needed to deliver one central point where a history of each prospective student can be viewed from. P P66

7 One Central Hub for Data and Marketing Bulk campaigns form an integral element of UCLan s student recruitment and communications strategy, so any new solution had have to the ability to compose, schedule and deliver large volumes of automated and targeted s with granular post-campaign reporting for continual refinement of marketing messages. There were a number of departments at UCLan which held local databases of contacts, using these to send communications, execute marketing campaigns and record outcomes for reporting. The new CRM project would merge all of these local databases into one CRM system, delivering a single true source of data. UCLan produced a tender through OJEU and published this to potential suppliers. Interactive Software (ISL) recognised that their AES (Achiever Education Software) was an excellent fit, both in terms of current needs and future requirements at the University. P7

8 We now have the ability to run personalised, multi-channel and multi-tiered campaigns, both online and offline. We have live campaign tracking and joined-up reporting, with full drill down functionality and the ability to analyse across the full EAE cycle, giving us deep insights into the performance of our student recruitment campaigns. This is backed up by full operational, scheduled and ad hoc reporting. Pete Lumb, CRM Officer Targeted, Personalised and Multi-channel Campaigns ISL were successfully awarded the contract and quickly began work developing their solution. ISL carefully worked through UCLan s business requirements, using this as a framework for their new student recruitment CRM system. The new solution would allow a single contact record to exist once in the dataset but belong to multiple segmentations, e.g. enquirer, attended an event, requested a prospectus, with all interactions stored in one place against the original record for a complete historical view. UCLan s AES solution was designed and built so that its interface felt familiar to the users, with simple navigation, pre-configured HE workflows, automation and triggers helping to maximise efficiency. User homepages were personalised so that users only see the key information for their role, supported by quick help and hints areas. Pete Lumb, CRM Officer, said, We now have the ability to run personalised, multi-channel and multi-tiered campaigns, both online and offline. We have live campaign tracking and joined-up reporting, with full drill down functionality and the ability to analyse across the full EAE cycle, giving us deep insights into the performance of our student recruitment campaigns. This is backed up by full operational, scheduled and ad hoc reporting. With AES, UCLan s marketing capability now includes the complete digital planning, management and delivery of open days and events, including sending invitations, taking bookings online and checking-in attendees using QR codes and mobile technology with all interactions stored against the contact and data ready for use immediately after an event. P8

9 A fully joined-up Environment UCLan s new AES solution also integrated with their student record system (Banner) to bring in Applicant data, together with all communication channels including SMS text alerts. At UCLan, AES has also been integrated with industry leader Akkroo Forms, to capture off-line data where internet access is not available, for example at International recruitment fairs. ISL used their tried and trusted Achiever Implementation Methodology (AIM) to deliver the project, which follows proven PRINCE2 processes. The project was managed in phases; this rapid implementation approach ensured that the system was deployed quickly and with little disruption, enabling UCLan to generate immediate benefits and address student recruitment business critical issues first, before rolling out to other teams over time. P9

10 The AES Enterprise Approach MIS Integration Applicant Data available in CRM Applicant data matched to existing enquirer data to produce holistic view and history Customisable matching rules Offer level application data can be used to create communications to support the application process Event Invitations Postal / invites bring applicants to the booking portal Applicants are shown Applicant events relevant to the courses they have applied for to book on to Pool resources by breaking down Applicant events into sessions so common elements and specific subject talks can make up a generic Applicant Event Offline Forms Capture data from recruitment events without any internet connection Data automatically transferred when internet is available All information captured is managed in the same way as if captured live Complex Enquiries Enquiry routing to any CRM team Colour coded team view and enquiry allocation to avoid two users working on the same enquiry External enquiry routing (off system) Tracking of enquiry progression Customisable template responses Brand controlled responses configurable per team Social Media Integration Manage all your social media accounts from one place Posts to different platforms from a central location and track the responses to those posts Launch profile pages from within AES. Interactions between the University and individuals can be viewed and reported on Social Listening Analyse market penetration and reputation Identify new opportunities and risks Analyse Social, Search and Web Understand student interest and opinion Identify sentiment around topics of conversation Identify location of conversations Advanced Reporting AES links to the Google maps API to allow data to be displayed on a map. View where event delegates are coming from, where recipients live and also invite delegates from the map Use conversion reports to truly gain an understanding of what interventions have the most impact and to view the student journey A complete suite of standard and third party reports P10

11 Discover how Interactive Software and AES (Achiever Education Software) can help you gain deep student insights, build big brands and deliver targeted student recruitment campaigns. Please call; , ; or visit; interactivesoftware.co.uk/aes