Jason Soffer, who handles product strategy, marketing, and development for Campus Management, said that when Arizona State University (ASU) first implemented Talisma CRM two years ago, it hoped to improve its recruiting efforts without having to overstretch its budget.
ASU had its eye on the international student market but was unsure how to reach these students effectively and efficiently. The university also wanted to increase its applicant pool by 40 percent but could not afford to expand its physical recruiter group by that much.
Features within the software enable officials to observe and measure the effectiveness of recruiters’ efforts. For instance, the program reveals the number and length of calls a recruiter has made, among other analytics. Users can customize these analytics to meet their specific points of interest.
“[ASU is] becoming a very data-driven organization,” said Soffer, who added: “We realize that not responding to a tweet for support in a timely manner today can have devastating effects. We need to provide a tech solution that will enable that … focus, so we can ensure that [students’ and prospects’] diverse needs are being met in a timely manner.”
Like ASU, the University of Alabama (UA) began using Talisma CRM to improve its student recruitment efforts.
“UA’s recruitment has become very streamlined and strategic with the usage of Talisma,” said Mary K. Spiegel, associate provost and executive director of undergraduate admissions at UA. “Prior to using Talisma, UA did not have a strategic process of tracking what was mailed to a prospective student, via direct mail or eMail. And, interactions between a recruiter and a prospective student were only accessible to that specific recruiter.”
The tracking features within Talisma CRM have been hugely beneficial to UA, which saw its undergraduate applications increase by 22.9 percent and ultimately lead to a 42.4-percent increase in freshmen enrollment in 2009. New transfers also increased by 16.2 percent, and numbers have continued to soar since then.
As a result of its success with Talisma CRM, UA reduced its 10-year growth initiative to a seven-year timeline.
“Talisma has provided the capability to identify when and what was mailed or emailed to prospective students,” said Spiegel. “And, based on the students’ responses to these contacts, it can be determined if changes are needed for the next recruitment cycle. With the ability of all recruiters to view the interaction history of a prospective student, any recruiter can now assist that student. Planning and recruitment events can be based on matriculation data pulled from Talisma.”
Ellucian Recruiter
Last August, Ellucian earned the 2012 Microsoft Dynamics Public Sector Partner Excellence Award in recognition of its higher-education CRM software, Recruiter.
(Next page: How Recruiter helps schools find and attract students)
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