| "CRM" has become a buzz word in the higher | | | | initiatives. DRTV ads value to marketing initiatives by: |
| education industry. Why? What is a CRM? What type | | | | 1.Targeting specific demographic, geographic and |
| of value does a CRM add to academic institutions? | | | | socio-graphic areas |
| CRM refers to Customer Relationship Management. In | | | | 2.Optimization of campaign placement according to |
| higher education, a CRM can signify any one of a | | | | student response DRTV advertising provides the |
| number of things: | | | | ability to optimize and place advertisements according |
| 1. A technological platform that organizes student | | | | to the success of each campaign--this adds value to |
| information from enrollment through graduation 2.A | | | | marketing campaigns by providing more students for |
| software that allows students to select and pay for | | | | less money. |
| courses without human interaction 3.A "call center" | | | | Lead Conversion Once the lead is generated, the 2nd |
| for universities that handles the phone calls that | | | | piece of the CRM--lead conversion--begins to take |
| interested students place to the university 4.A | | | | place. Lead conversion refers to when the potential |
| system that handles marketing initiatives and the | | | | student applies or enrolls. |
| student response that campaigns generate This short | | | | In the case of online lead generation, the process of |
| explanation of CRM will deal with the latter; a | | | | lead conversion takes place in the following manner: |
| platform that increases enrollments and lowers cost | | | | 1. The prospective student clicks on an |
| per enrollment by synchronizing marketing behaviors | | | | advertisement, fills out contact form, or places a |
| with the response that each marketing initiative | | | | phone call after seeing an advertisement |
| generates. | | | | 2. The enrollment specialist initiates or fields the |
| Lead Generation The first piece of a full-service | | | | phone call that the advertisement generates, and |
| higher education CRM is lead generation. When higher | | | | helps the prospective student to apply |
| education institutions look to generate new students, | | | | 2.a The enrollment specialist feeds key information |
| they initiate advertising campaigns. These campaigns | | | | regarding the internet portal or TV channel that |
| can be carried out across various traditional | | | | generated each response into the technological |
| channels--print, billboards, radio, mailing lists--but | | | | platform |
| recently, the universities that launch these campaigns | | | | 3. The technological platform processes the |
| are demanding accountability that only online and | | | | information that each phone call generates and feeds |
| DRTV advertising channels provide. | | | | This information to the client services team |
| Online Advertising Online advertising can manifest in a | | | | 4. The CST boost or cuts media allocation to specific |
| variety of ways:oOnline lead generation using | | | | portals or channels, depending on how many |
| education-based portalsoMicro-Site | | | | applications or enrollments each channel generates |
| DevelopmentoLead RemarketingoSearch Engine | | | | Lead Generation + Lead Conversion + |
| OptimizationoKeyword Search (Trade Name | | | | Synchronization= CRM (More Enrollments and |
| Management)oVirtual Tours | | | | Applications) When synchronized and working in |
| Irregardless of the specific type of online advertising, | | | | unison, lead generation and lead conversion add value |
| the result is the same: contact is initiated with the | | | | to colleges and universities by providing more |
| prospective student. The advantage that the online | | | | enrollments. Academic institutions that are seeking to |
| advertising channel has over more traditional | | | | generate increased student growth without |
| advertising channels is the level of accountability that | | | | dedicating time, resources, and energy to building an |
| online advertising brings--advertisers know exactly | | | | in-house CRM, can look to agencies that offer a |
| which campaigns are working and which are not, at all | | | | comprehensive CRM solution. |
| times. | | | | Want to learn more about Enrollment Management? |
| DRTV Advertising Aside from Online advertising, | | | | Click here to sign up for the Innovation Ads |
| DRTV also presents a channel that enables | | | | Enrollment Management Whitepaper. |
| development, deployment and tracking of marketing | | | | |