Carolina Figueroa, associate dean of admissions at George Mason University, examines GMU's major goals and opportunities in using Hobsons Connect and Apply Yourself.

1. The best of both worlds: using Connect and
ApplyYourself in the student journey
Carolina Figueroa
Associate Dean of George Mason
Admissions University
February, 28th 2012

2. George Mason University
Agenda
• About George Mason and Hobsons
• Major Goals and Opportunities
• System Infrastructure
• Customized Communications
• VIP Pages
• Conclusion
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3. About George Mason and Hobsons

4. George Mason University
About George Mason
• Founded in 1972
• Largest Virginia Public Institution – 32,000
• Located minutes from Washington, DC
• Offers 180 undergraduate and graduate
programs
• Enrolls 2,600 freshmen, 3,700
transfer, and 3,000 graduate
each year
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5. George Mason University
The Mason Message
• Best value in Education
• World Class
– Global: 1,800 students from135 countries
– Ranked amongst “most diverse”
• Dynamic Campus Life
– Center for the Arts
– Patriot Center
• Location, location, location
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6. George Mason University
Mason and Hobsons
• In 2008, Mason decides to replace
recruitment and online application system
• Looking for systems that could:
– Fully integrate with SIS
– Handle large complex e-mail campaigns
– Implement new capabilities quickly
– Present a cohesive personalized experience
– Be easily mastered by non-technical staff
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7. George Mason University
Mason and Hobsons
• In October 2008, Mason and Hobsons
begin implementation
• Launched undergraduate instance of
Connect, followed by graduate instance
• Completed AY implementations by
Summer 2009.
• Maintained integration with SIS throughout
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8. Major Goals and Opportunities

9. George Mason University
Major Goals
• Improve Customer Service
• Provide current and correct application
status online
• Drive enquiries to submit application as
soon as they enter the system
• Use information in application to track
enquiry commitment
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10. George Mason University
Opportunities
• Mason “on the map”
– NCAA final four 2006
– US World & News Report “Up-and-Coming”
– Law School top 35 in US
• Partnership with access to 1.5M prospects
• Facilities investment of $450M in new
construction
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11. System Infrastructure

12. George Mason University
System Infrastructure
App Details – Bridge:
•Program of Interest
Prospects
•Purchase Lists •Address
•Scores
•Web
Enquiries •Events
•Test Scores
Pre-Apps •App Started
Account Creation Submitted Applications
Connect AY SIS
App Details Supporting Documents
Status, Checklist, Decision, etc..
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13. Customized Communications

14. George Mason University
Take Advantage of the Bridge
• Enquiries in Connect can have app pre-
populated
• Confirm Information
• Follow up with
“App started for you”
• Next Acknowledge
when app started
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15. George Mason University
Targeted Communications
• Example of Bridged Fields
– Academic Interest
– Country / State
– Military Status
• Target Messages
– Course Offerings
– Special Programs
– Alumni from Area
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16. George Mason University
Measure Interest
• Check Via Bridge
– Last access date
– % completed
• Survey in Connect
– Applicant Interest
– Help needed
– Opt them out
or contact them
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17. VIP Pages

18. George Mason University
Application Status
• Integration between SIS, Connect, and AY
• Communicate status to applicant
– Detailed: Documents received, in-review
– General: Application received, decision dates
• Targeted Information
– Relevant News
– Event Registration
– Surveys
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19. George Mason University
VIP Challenges
• Agreement on content
– Status of application
– Marketing tool
• Validity of information
– Filter driven content
– Integration with SIS or AY
• Relevant and new
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20. Conclusion

21. George Mason University
Information = Power
• Seamless integration is a powerful tool
• Takes time to develop strategy
• Personalization enhances customer
service experience
• Applicants have expectations of savvy
customers
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22. Questions?