Darren Wallis
– Director of Student Admissions and Recruitment
Richard Harrison
– Events & Enquiries Manager
Stephen Macdonald – CEO Azorus
Session outline
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Background and context
Implementation
A brief overview of the system
Discussion and questions
What?
• A Customer Relationship Management system
• 2 elements of the Azorus package
– YourWarwick Portal
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Tailored subject information
Priority booking for Open Days and other events
News of opportunities to meet Warwick representatives in your region
A dynamic Warwick events calendar
Updates on student life at Warwick
– Back-end Communication Management tools and Reporting
Why?
• Warwick is in a relatively healthy recruitment
position
• But competition, especially global, is
intensifying
• Clear evidence that competitors have invested
heavily in recruitment and marketing
• CRM one of a number of measures designed to
strengthen the medium/long-term recruitment
position of the University
Why?
The current situation
• We don’t (fully) know who our prospects are
• We don’t know who at Warwick they have spoken to
• We don’t know what activities at Warwick they have
undertaken
• We have limited and disjointed information on our prospects
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Spreadsheets
SITS
Databases
Post-it notes!
Data fragmented across central providers and departments
YourWarwick
• All enquiries via phone / email can be captured in one place
• All members of Central / Department Recruitment and
Admissions able to view and add to prospects’ records
• Reduce the time spent responding to the same questions
• Ability to target communications to unlimited segments of
our prospects register
History
• Recommendation arising from external ASDAR
summer 2007
• Tendering process
• Azorus selected as preferred supplier
– Partnership agreement significant factor in
decision
• Steering Group
Implementation
• Consultation and work carried out with e-lab and Comms
• Extensive development work carried out by Azorus
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Translation of e-lab designs
Population of portal content from current literature / web
Experience of other customers passed on to Warwick
‘The Art of the Possible’ – Azorus can do attitude
• Gatekeepers / Senior Editor roles within SARO
– Departmental Editors
• Spring 2009 launch
Countdown to Launch
• Approve content created by Azorus
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Student testimonials created by SARO
Department news – RSS feeds and consultation
All current SARO order and booking forms within system
Fully branded portal and email templates
• Implement general communication plan within back-end
• Training the trainers – January 2009
Issues
• Underpinning Communication plan
• Department – Centre interaction
• Different systems for different stages of the student
life cycle – YourWarwick, MyWarwick, Raiser’s
Edge – does this matter?
• Appropriateness to all levels and modes of study –
UG, PG, PGT; part time/ CPD; HEFP
Stephen Macdonald
CEO Azorus
How?
• Minimum information need from a prospect is an email
– Personalised email generated with link to portal
• Registration information gathered via:
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Full registration form
Prospectus order forms
Event booking forms
Emails received
Phone calls
Rapid Registration forms
Recruitment Fairs via Digital Ink
Digital Ink
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‘Intelligent’ paper forms
Used at HE Fairs and events
Pen captures text written and boxes ticked
Prospect gets personalised email before
they get home!
• Only HEI in the UK currently with this
technology
What YourWarwick looks like
Registration form
YourWarwick portal
AskWarwick
AskWarwick
Personalised Emails
YourWarwick in action
• Emails
– One-off
• Targeted, Personalised, Timely, Automatic, Branded
– Communication Plan - ‘set and forget’
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AskWarwick Natural Language Queries cf. Ask Jeeves
Event Management
Prospectus Ordering
Reports i.e. Conversion successes
Linked to SITS, application progress
Department event management and enquiry handling
What YourWarwick will do for you
• Reduction in generic email queries
– Reported reductions up to 70-80%
• Ability to create stronger relationship with prospect by
knowing the history
• Ability to target segments of prospect pool filtered by
anything
• ‘Frees your time’ to undertake more focused activities
– e.g. develop relationships with central departments, schools and
prospects requiring even more personal attention.
Comments and questions….