Transcript R E C R U I T

CONVERT YOUR PROSPECTS!
Effective database marketing –
Profit from the power of your leads
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© Teeboom LLC 2005
Presenters
Troy Teeboom
President, Teeboom LLC
Janelle Dupont
Consultant, Continuing Education Marketing
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CONVERT! Agenda
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V.
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Voice of Experience
Improving the Marketing Process with
Technology
CE Marketing Process with AccQuire™
The AccQuire™ System
Summary – Release the Power of Your
Leads
© Teeboom LLC 2005
Part I
Database Marketing
The Voice of Experience
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Time for a Change
• Acknowledged that we need a new system
• A relational database that could:
– electronically capture leads
– sort new leads by interest area
– track effectiveness of marketing activities
including sources, costs, and time to convert
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Selected a System
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Selected a local vendor
Built a customized system in Access
Completed in under a year
Overall satisfaction with the product
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As Time Goes By…
Technical Limitations
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More than one prospect database
Incomplete prospect data
Corporate contract prospects could be lost
Mailing lists plagued by duplicates
Web piece missing
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As Time Goes By…
Business Process Limitations
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Not fully centralized
Cross-marketing opportunities lost
Leads don’t reach right staff person
Inconsistent follow-up on leads
Tracking system did not prove effective
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Limitations Can Result in…
• Program directors territorial about databases
• Web operation independent from rest of
office operation
• “Data-free decision-making”
• Lost opportunities (resources and revenue)
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Lessons Learned:
What you should consider
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Marketing Drives Business Process
Taking on the Leadership for Change
Staffing Considerations
From Database to Marketing System
Technology Considerations
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Technology Considerations
• You basically have three options
– Use the University’s IT department?
– Use a outsourced vendor?
– Purchase an “off-the-shelf” product?
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Technology Considerations
Option 1: University IT Department
• Advantages
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Accountability
Understand universities and education
Convenience & accessibility
Cost should be low
• Disadvantages
– Your project is vulnerable to other priorities
– Ongoing support and attention
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Technology Considerations
Option 2: Outsourced Vendor
• Advantages
– Real business relationship – you are the customer
– Products support can be secured (at a cost)
– Fully customizable product
• Disadvantages
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Vendors unlikely understand CE business
Requires high level of staff involvement
Programmers speak their own language
Product can become outdated
Costs could be quite high
© Teeboom LLC 2005
Technology Considerations
Option 3: Off-the-Shelf Product
• Advantages
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Company is geared to CE industry
Product support is available
Product stays current through upgrades
Requires low staff involvement to implement
Very user friendly
Should be lower cost
• Disadvantages
– Not as customizable
– May not fit existing business processes
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© Teeboom LLC 2005
Part II
Improving the Marketing
Process with Technology
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Just a Database?
To be most efficient, we require a technical
solution…
• that matches all of CE’s marketing processes and
challenges
• that is secure, yet inviting for all levels of staff
• that builds a database of leads that can be used
again and again
…a Data Management SYSTEM!
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Data Management System
Students
Prospects
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Data Management System
A System should …
• Capture information about prospective
students
• Facilitate communications in a variety
of ways
• Work to convert prospects into
actual student enrollments
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The Technology Needs To…
Facilitate Marketing Practices
• Conduct marketing/advertising
• Receive leads (phone, web, lists, etc)
• Rapidly respond to leads
• Send an information kit
• Invite prospects to information sessions
• Make corporate contacts
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The Technology Needs To…
Utilize Internal Resources
• Enter leads into database
• Share leads effectively
• Generate & distribute reports
• Leverage and track leads
• Analyze and measure marketing
effectiveness & trends
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The Technology Needs To…
Create Great “House-Lists”
• Target individuals or groups with
personalized messages
• Repeat messages (catalogs, emails,
postcards, direct mailers, etc.)
• Cross-market programs wherever possible
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Part III
CE Marketing Process with
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AccQuire
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CAPTURE
Data entry and web entry forms that
enhance input:
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Take leads via an operator or your branded web site
Look-up function that eliminates duplication
Field validation & error checking
Automatic fill-in of city & state from zip code
Live information to operators
Promote upcoming events
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CAPTURE
Sort your leads according to:
• Interest areas
• Marketing sources
Analyze your leads according to:
• Time to conversion
• Cost per inquiry
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CAPTURE
Consolidate your admissions information:
• Facilitate check-off lists of incoming applicant
materials
• Follow activity from prospect to applicant to
admitted
• Collect demographics, test scores, survey
information, and more
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COMMUNICATE
Mail fulfillment capabilities:
• Create one-up mail fulfillment labels with ease
(Label Printer included)
• Produce matching personalized
letters
• Specify quantity for bundle
mailings
• Send automated e-mail
confirmations
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COMMUNICATE
Powerful reporting capabilities:
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Distribute leads to appropriate staff for follow-up
Provide activity reports for management
Track marketing results for trend analysis
Electronic reporting options
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COMMUNICATE
Robust querying power:
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Flexible query templates
Ad-hoc query capability
Data export for all data or any house list
Designed for non-programmers
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CONVERT
Facilitate information sessions and open
house events:
• Promote and take live reservations over the
phone or via the web
• Run RSVP reports for follow-up and reminders
• Know session size & catering considerations
• Track attendance and survey responses
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CONVERT
Arm your program representatives with
the tools to close sales:
• Direct access to the lead's contact info
• Memo and follow-up fields help systematize
potential students
• Call back ticklers for follow-up activity
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CAPTURE/CONVERT
Differentiate important corporate leads
from individual leads:
• Entry screens that collect and highlight corporate
interests
• Position / title
• Employee tuition benefits
• Delivery information for “stacks” of materials
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Part IV
AccQuire Presentation
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Part V
SUMMARY
Release The Power of your Leads
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Use Your Leads
• Integrate your leads into all your campaigns
(your house-lists are your best lists)
• Try cross-marketing lists and gain insight,
identify trends, and find new markets
• Hit prospects, applicants and admitted students
with different messages
• Run & distribute reports routinely
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Use Your Leads
• Gain financial benefits:
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Staff time savings
Targeted marketing
Ineffective ads, poor vehicles eliminated
Work leads you’ve already paid to obtain
Detailed marketing records make future
marketing plans for efficient
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Facts & Figures
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Sales require an average of 7 hits
Average Direct Mail response is 1 to 1.5%
Average Cost-Per-Inquiry is ~$100!
Personal touch efforts are essential
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Put It All In Place
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Analyze your marketing/business processes
Automate it with a technology solution
Make it work for YOU in the marketing dept
A database is not a data management system
Grow house-lists that become your most
valuable marketing asset
• Realize the full potential of your leads
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Questions?
Thank you for your participation!
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