Technological Transformation of the Bethel Admissions System Spring - - PowerPoint PPT Presentation

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

• Name Buying
• Telecounseling
• Direct mail and glossy

brochures ○ Full catalogues for wealthier schools

• Church visits
• School visits and College

Fairs

• Word of mouth

College Admissions Activities Prior to 2000 Industry Wide

• No
• Yes
• Yes
• No
• Yes
• Yes
• Yes

Technology that Changed the Higher Education Admissions Landscape

• World Wide Web
• Facebook
• iPhone
• Social Media

2000 -- 2010

• CRM’s
• Name Buying
• Direct Mail
• Website
• Digital Marketing
• Telecounseling
• School Visits and

College Fairs

• Church Visits
• Word of Mouth
• Yes and No
• No
• Yes
• Yes
• No
• Yes
• Yes
• Yes
• Yes

2010 -- 2020

Increasing

• CRM Sophistication
• Website
• Website Tracking
• “Stealth Applications”
• Digital Marketing
• Artificial Intelligence
• Machine Learning
• Target Segment Name

Buying

• Virtual Tours
• Students as Savvy

Consumers

Decreasing

• Direct Mail with Glossy Print
• Blanket Mailing
• “Road Warrior” counselors
• “One size fits all”

recruitment

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

• 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

Bethel in 2020

Technology Upgrades 2015 -- 2020

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

Year and Partner Current Status

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
• f 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!