Technological Transformation of the Bethel Admissions System Spring 2020 Board of Directors Meeting Eric Preheim, Associate Director for Admissions Andy Johnson, Vice President for Admissions
College Admissions Activities Prior to 2000 Industry Wide ● No ● Name Buying ● Yes ● Telecounseling ● Yes ● Direct mail and glossy brochures ● No ○ Full catalogues for wealthier schools ● Yes ● Church visits ● Yes ● School visits and College Fairs ● Yes ● Word of mouth
Technology that Changed the Higher Education Admissions Landscape ● World Wide Web ● Facebook ● iPhone ● Social Media
2000 -- 2010 ● CRM’s ● Yes and No ● Name Buying ● No ● Direct Mail ● Yes ● Website ● Yes ● Digital Marketing ● No ● Telecounseling ● Yes ● School Visits and ● Yes College Fairs ● Church Visits ● Yes ● Word of Mouth ● Yes
2010 -- 2020 Increasing Decreasing ● CRM Sophistication ● Direct Mail with Glossy Print ● Website ● Blanket Mailing ● Website Tracking ● “Road Warrior” counselors ● “Stealth Applications” ● “One size fits all” ● Digital Marketing recruitment ● Artificial Intelligence ● Machine Learning ● Target Segment Name Buying ● Virtual Tours ● Students as Savvy Consumers
Bethel in 2015 ● Name Buying Just Started ● Target Segment Name Buying No ● Telecounseling Yes ● Direct mail Yes ● Church visits Yes ● School visits and College Fairs Yes ● Word of mouth Yes ● CRM Yes/ No ● CRM Sophistication No ● Website Yes ● Website Tracking No ● Digital Marketing No ● Artificial Intelligence No ● Machine Learning No ● Virtual Tours Yes until 2016
Bethel in 2020 ● Name Buying Yes ● Target Segment Name Buying Yes ● Telecounseling Yes ● Direct mail Yes, strategic ● Church visits Yes ● School visits and College Fairs Yes, strategic ● Word of mouth Yes ● CRM Yes ● CRM Sophistication Yes ● Website Yes ● Website Tracking Yes ● Digital Marketing Yes ● Artificial Intelligence Yes ● Machine Learning Yes ● Virtual Tours Yes, COVID19 addition
Technology Upgrades 2015 -- 2020 Year and Partner Current Status 2014: YouVisit virtual tour Cut in 2016 2015: Chegg/NRCCUA digital advertising Ongoing 2018: Capture Higher Ed website tracking Ongoing 2018: Capture Higher Ed digital marketing Ongoing 2018: Slate CRM Ongoing 2019: Niche.com and Cappex.com Ongoing 2020: Capture Higher Ed Apply, Aid, Enroll Coming Soon
Slate by Technolutions: 2017- ongoing Search for new CRM to replace Recruit2 ● Jan. 2018: signed contract with Slate Building for FA19 class and beyond ● Feb. 2018-19: launched inquiry, visit, application forms and deposit link August 2019: *largest freshman class in 31 years*
Slate by Technolutions: 2017- ongoing Forms ● Pre-Slate: would hand-enter all form data (application, visit, inquiry, recruiting questionnaires, camp signs ups) ● All form submissions are automatically added to existing Slate profiles or automatically create new ones ● An automated set of emails set up for each form submission ● Remote visits set up!
Slate by Technolutions: 2017- ongoing Deposit link and application portal ● Pre-Slate: deposits mainly by mail, often out of sequence; no portal Test record’s application portal * *requires Eric’s Slate permissions to view link
Slate by Technolutions: 2017- ongoing Email communication flow redesign ● Pre-Slate: emails built by Institutional Communications office; not visible to admissions counselors ● Jan. 2019 - Dec. 2019: Laura Rudolph consulting ● Summer 2019: built all-new emails (over 2,000) for all levels of student and parents ● Segmented populations based on time and status ● Revisions and updates are weekly Stage 1; Stage 2; Stage 3; Stage 4; Stage 4.5 * *requires Eric’s Slate permissions to view links
Slate by Technolutions: 2017- ongoing Other changes ● Updated bethelks.edu/visit page ● Queries ● Automated FAFSA verification emails ● Slate text messaging system; mass and individual ● Faculty recruitment portal ● Queries built specifically for fine arts and athletics recruiters, financial aid, enrollment advisers, registrar, etc. ● Integration of high school contacts (including alumni) ● Automated reports ● Automated uploads of prospects (bought names) ● Special scholarship applications ● Simplified committee process ● Counselor accountability measures ● Re-do of all our other non-campaign emails ● And more!
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