Darren Wallis – Director of Student Admissions and Recruitment Richard Harrison – Events & Enquiries Manager Stephen Macdonald – CEO Azorus

Session outline 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 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 –Spreadsheets –SITS –Databases –Post-it notes! –Data fragmented across central providers and departments

All enquiries via phone / 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 YourWarwick

Recommendation arising from external ASDAR summer 2007 Tendering process Azorus selected as preferred supplier –Partnership agreement significant factor in decision Steering Group History

Consultation and work carried out with e-lab and Comms Extensive development work carried out by Azorus –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 Implementation

Approve content created by Azorus –Student testimonials created by SARO –Department news – RSS feeds and consultation –All current SARO order and booking forms within system –Fully branded portal and templates Implement general communication plan within back-end Training the trainers – January 2009 Countdown to Launch

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 –Personalised generated with link to portal Registration information gathered via: –Full registration form –Prospectus order forms –Event booking forms – s received –Phone calls –Rapid Registration forms –Recruitment Fairs via Digital Ink

‘Intelligent’ paper forms Used at HE Fairs and events Pen captures text written and boxes ticked Prospect gets personalised before they get home! Only HEI in the UK currently with this technology Digital Ink

What YourWarwick looks like

Registration form

YourWarwick portal

AskWarwick

Personalised s

s –One-off Targeted, Personalised, Timely, Automatic, Branded –Communication Plan - ‘set and forget’ 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 YourWarwick in action

Reduction in generic 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. What YourWarwick will do for you

Comments and questions….