Personalizing 1.2 million communications with students? No sweat

With the right technology, colleges and universities can bolster recruitment efforts, become more efficient, and focus on personalizing communications.


Almost any institution can send an eMail blast that reaches tens of thousands of perspective college students. It’s the schools that can put the pivotal personal touch on those electronic mailings that have a provably better chance at recruiting its recipient.

Personalizing such a massive number of messages seems somewhere between tedious and impossible, especially for colleges with small enrollment and recruitment staffers. How would one even begin to sift through the mass of potential students and add a small but critically important personal aspect to each eMail?

And what about the communication after the initial eMail? Many schools then get in touch with students via U.S. mail or a phone call. This process called for automation, and that’s precisely what some campuses — including Becker College in Worcester, Mass. — have done.

Becker officials turned to an innovative technology made by Ellucian — a  program called Recruiter, which helps schools automate recruitment communication with a host of analytics tools designed to find, engage, and eventually enroll more students without increasing recruitment staffing.

Becker College, a school of about 1,800 students, used Ellucian Recruiter during the 2012-13 recruitment season to dispatch more than 1.2 million communications with prospective students in 145 eMail campaigns. And it was all with a personalized touch, including students’ names and other personalized information that has proven critical in establishing contact with recruits.

See page 2 for just how much money Becker College saved using the Recruiter technology…

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