Seamless Integration of Predictive Analytics and CRM Within An Undergraduate Admissions Recruitment and Marketing Plan

Abstract

The field of strategic enrollment management has become increasingly invested in data‐informed practices. In 2015, The College at Brockport, State University of New York implemented a recruitment strategy that incorporated both predictive analytics and customer relationship management (CRM) technology. This effort both reduced budget expenditures and yielded the largest incoming first‐year cohort in over 30 years. A step‐by‐step pragmatic approach is introduced to allow key enrollment management leaders the ability to understand how to seamlessly integrate statistical modeling with constituent relationship marketing platforms. By providing key components related to design, development procedures for statistical model development, and outcomes, SEM managers can utilize the knowledge gained from this primer in their SEM efforts.

Change champions for student recruitment : leader experiences in managing change for new technology adoption

“…For higher education institutions, the CRM process translates to different stages: recruitment, enrollment management, retention and progression, and post-graduate (Bejou, 2005). Marketing and admissions functions are especially involved in the early stage of CRM -recruitment (Klie, 2013;Langston & Loreto, 2017). Applying concepts around relationship management and marketing to higher education recruitment entails attracting prospective students through building brand loyalty and developing positive relationships (Langston & Loreto, 2017).…”

“…Marketing and admissions functions are especially involved in the early stage of CRM -recruitment (Klie, 2013;Langston & Loreto, 2017). Applying concepts around relationship management and marketing to higher education recruitment entails attracting prospective students through building brand loyalty and developing positive relationships (Langston & Loreto, 2017). A strong CRM strategy helps schools identify the right prospective students and personally engage with them through multiple stages of the recruitment process.…”

“…Although the fundamentals of college recruiting remain centered on connecting and building relationships, the traditional means of doing so are no longer the only, or most effective, methods available (Lindbeck & Fodrey, 2009). According to a recent report, 64% of campuses report using at least one CRM technology system (Langston et al, 2017).…”