Listen to Doug Wotherspoon, Executive Director of Advancement at Algonquin College in Canada talk about how the salesforce platform has allowed them to revamp their student recruitment process.

1. ACCELERATING
STUDENT
RECRUITMENT
WITH SALESFORCE
Doug Wotherspoon
Executive Director, Advancement

2. Welcome to Canada

3. Agenda
• Introduction to Algonquin
• The business imperative
• Why Salesforce?
• Our Sales System
• Results
• Demo
• Lessons Learned + Q&A

4. BACKGROUND

5. Overview
• 20,000 FT & 35,000 PT Students
• 4 campuses + online
• Salesforce.com client for 24 months
• 52 licenses
• Using SF:
• Student Recruitment
• Corporate Training
• Student Retention (February)

6. Context

7. Ontario Population

8. 15-24 years of age

11. SALES & MARKETING
AUTOMATION

12. CRM Evolution
NOV. 2010 TODAY

13. November, 2010

14. Today

15. Cost
2010-11 2011-12
• $100,000 • $109,000
• CRM Administrator • CRM Administrator
• + Re-organized the
Advancement unit

16. Why Salesforce?
Expected Unexpected
1. Ease of use 6. Employee engagement
2. Foundation pricing via Chatter
3. IT Lite 7. Foundation Community
4. Pay as you go 8. AppExchange
5. Proven sales 9. Enterprise-ready
process 10.Marketing Cloud

17. Traditional Approach
Open
House Advertising
Campaign
Recruitment
Presentation Tour
Pick up
Website
Brochure

18. Modern Approach
Open
House Advertising
Campaign
Recruitment
Presentation Tour
CRM Pick up
Website
Brochure
Lead Nurturing

19. Modern Approach

20. Information Card
3-7
minutes to
enter data

21. Outside Sales Rep Pre-iPad App
Info Cards
Presentation Info Cards
Delivered to
Booked Distributed
Inside Sales Rep
Card Reviewed Missing NO Data Entered
for Missing Data Data into CRM
Data Clerk
YES
Contact Client
YES
Information Incorrect
Sent Data
CRM
NO
Client
Student Fills out Client
Info Card in Client Receives
YES /
Writing Responds Information
NO

22. Outside Sales Post-iPad App
Presentation iPad
Booked Distributed
Data Clerk
YES
Auto Transfer of Information Incorrect
Data into CRM Sent Data
CRM
NO
Client
Client
Student Enters
Receives
Data into iPad
Information

23. Pilot Project

24. Lead collection

25. Sales Process
Awareness
Consideration
Preference
Apply/Opportunity
Offer
Confirmation
Paid
Register

26. Lead Nurturing
Open Campus Applicant Registered
House Tour

27. Personas
Jasper Cory Rhonda Jane Mrs. Smith
Prospect Prospect Prospect Applicant Influencer
High Schooler Late Bloomer Upgrader Parents
• 17-19 yrs • 19-24 yrs • 25-35 yrs • Timeline for acceptance, • 40-55 years
• Eastern Ontario • Ottawa/Eastern Ontario • Canada payment, course • Low-Mid family income
• Low-Mid family based • Earning $25-40k selection. • 70%
income • Works low paying job • Graduated from PSE • Interested in Fee • Uses email regularly
• One parent went to • Disenchanted with High within past 10 years deferrals, Scholarships, • Scholarships, safety,
College School • Uses email regularly for Awards and bursaries housing
• Updates Facebook • Highly social work • Will I fit in? • Seeks personal
daily • Facebook and Twitter • Moderate Facebook and • How will I meet friends? interaction throughout
• Texting machine daily LinkedIn user. • Where will I live? sales cycle
• Texting machine

28. Basic Automation
1 2 3 4 5
Capture System System Updates Scores the
Prospectiv assigns assigns Prospect’s Prospect &
e Student Prospect to Prospect to file in creates a
Information the right appropriate Salesforce “Follow-up”
off a Enrolment Nurture and Call for the
Landing Coach & Campaign. appends all Inside Sales
Page. adds the previous Rep within
Lead to the anonymous Salesforce.
Chatter activity.
Feed.

29. Basic Nurturing
Send Email
Why Ottawa
Wait 1 week •Clicks links +1
•Views video +5
Send Email
Intro to Residence
Wait 1 week •Clicks links +1
•Views video +5
Send Email
Living in Ottawa
webinar Invite
•Clicks link +1
•Registers+5, int. moment
•Attends webinar +10, follow-
up phone call

30. DEMO

37. RESULTS

38. Today
• Automated lead capture
• Automated print fulfillment
• Automated nurture campaigns
based on stage and persona
• Event management
• Follow up surveys
• Lead scoring
• Student Information System
integration (Dec/Jan)

39. Results
2009-10 2010-11 2011-12
Recruiter Recruiter Recruiter
Productivity Productivity Productivity
0.4
presentations/day
1.1
presentations/day
1.5
presentations/day

40. Results
2010-11 2011-12
Lead Lead
Generation Generation
23% 71%

41. Results
Lower Improved
Publications Response
Costs Time
$50 k Days-Minutes

42. Lessons Learned
• Attend Dreamforce
• Hire a CRM Administrator
• Invest in training
• Ask the community – HigherEd Chatter
• Talk about your successes
• Act locally, think enterprise

43. Doug Wotherspoon
Executive Director, Advancement
Algonquin College
wotherd@algonquincollege.com Accelerating Student
@wotherspoond Recruitment with
613-727-4723, ext. 7035 Salesforce.com
by Algonquin College
is licensed under a
Creative Commons
Attribution-NonCommercial-
ShareAlike 3.0 Unported
QUESTIONS License.