The BCC CRM: iModules

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The BCC CRM iModules
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What is a CRM?

• CRM (customer relationship management) is an
  information industry term for methodologies,
  software, and usually Internet capabilities that
  help an enterprise manage customer relationships
  in an organized way. For example, the college
  would build a database about its customers that
  described inquiries, mailings, and relationships
  in sufficient detail so that management, staff,
  faculty, and perhaps the customer directly
  could access information, match their needs with
  available offerings, remind them of deadlines,
  or other information we may want to provide, and
  so forth.

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iModules Switched OnJuly 19, 2006

• Student could
• Create accounts
• Get customized page with checklist
• Submit a new online application
• Make payments for application fee online
• Sign up for BCC Information Sessions
• Ask a question
• Pay for assessment online
• RSVP for New Student Orientation
• And more

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Business Plan Review

• The business plan indicated the following goals
  for the recruitment CRM
• Establish prospective student entry paths
• Create library of communications for each student
  
• Automation of communication
• Checklist
• Manage campus events for prospective students
• Admissions Application payment

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Establish prospective student learner paths

• 1st Time College Student
• Previous College Student
• Returning to BCC Student
• Continuing Education/Business
• High School Programs
• International Student Programs
• ABE/ESL/GED
• Parent/Counselor/Visitor

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Create library of communications for each student

• Library currently contains
• Thanks for creating account and encouragement to
  return
• Notification/reminder of application
  deadline/procedures
• Reminder for BCC information session RSVPs
• Thank you for applying email with information as
  to what will happen next
• Acceptance email notification with next steps
  actions
• New Student Orientation invite
• New student intro to ASG (newsletter)
• Welcome to BCC email
• Notice of Scholarship Opportunities
• Registration appointment information
• Top 10 tips for starting the quarter

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Automation of communication

• Almost every email communication has been set up
  as automated recurring communication
• iModules sends an administrator an email preview
  of the automated communication prior to send date
  for review.
• Reporting toolallows for email click tracking

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Checklist

• Every learner path has a unique checklist

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Manage campus events for prospective students

• The weekly BCC information sessions are now
  managed completely by iModules and have seen a
  35 increase in attendance from last year.
• New Student Orientation used RSVP and knew to
  expect over 1000 students and guests. This was
  an 85 increase of attendance from the previous
  year.
• 5 Financial Aid 101 event managed with 85
  participants
• Connect to Your Future Conference managed with
  over 250 registrations
• In total 51 events for prospective students
  have been managed in some way by iModules

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Admissions Application payment

• The old system had hundreds of application
  payments without applications. It is not possible
  for student to pay and not apply with iModules.
• Previously we had thousands of students who
  applied but did not pay. iModules has almost
  eliminated students who apply and dont pay.
  Automatic emails go to students who apply and
  dont pay directing them back to payment site
  with a 65 success rate.

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Are People using it?
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Connections per month detail
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Has iModules made a difference for Admissions?

• We turned off the web admissions center in
  December 2006. Since then we have seen an
  increase of 150 online applications (from last
  spring)
• Despite increasing application fees our
  application numbers increase every year.

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Email Statistics

• Acceptance email are successfully delivered to
  98 of targets, 61 are opened, 74 result in
  click back to BCC website
• Application fee reminder emails are delivered
  successfully to 93, 65 were opened, 100 click
  back to BCC website
• New Student Orientation invite delivered 97 of
  the 2,876 emails successfully, 60 were opened,
  97 clicked on link back to BCC site

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Click back stats from email
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ROI