The Intellitimes - Intelliworks Newsletter

Moving from a Monologue to a Dialogue

Mon, 22 Jun 2009 09:24:00 EST

CONNECTED CUSTOMERS
Moving from a Monologue to a Dialogue
by Kate Malone, June 03, 2009

We're thrilled with the response we've seen this year from customers on presenting at the Personify Education conference this July in Philadelphia. This year we had a number of proposals submitted.

One of the proposals, "Moving from a Monologue to a Dialogue in Marketing" was submitted by Matt Gehrett, Executive Director of Continuing Education at Fresno Pacific University. In an effort to make the most of its limited marketing budget, Gehrett looked towards building a strategy that would help the organization shift away from traditional marketing tactics, which focused on one-way flow of information, into a conversation centered around student input.

Gehrett was kind enough to chat with us about the inspiration for his upcoming presentation and the challenges he's seeing in higher education marketing:

INTELLIWORKS: Your presentation at this year’s Personify Education conference is titled “Moving from a Monologue to a Dialogue in Marketing.” How did you come up with this topic and what are some examples of what you’re doing at Fresno Pacific University to transform your marketing conversations with students from a monologue to a dialogue?

MATT GEHRETT: I actually came up with the topic for this presentation from last year’s Personify Education conference. One of the speakers described the differences in the way President Obama (at that time, candidate Obama) used Twitter compared to Hillary Clinton and John McCain. He said that the Obama campaign was listening to more people on Twitter than people were listening to the campaign. In comparison, Clinton and McCain were just using Twitter as a one way broadcast. In other words, Obama was having a dialogue with his supporters and not a monologue. This made me think about our marketing and how it was very traditional in nature and mostly focused on one way communication. Since that time, we have tried to use electronic tools (Intelliworks, Survey Monkey, Facebook, etc.) to make our marketing more of a dialogue instead of a monologue.

INTELLIWORKS: You presented a version of this speech at the last UCEA Marketing Seminar in Scottsdale, Arizona. How well would you say continuing education programs are using tools such as email, surveys, landing pages and social media to enhance their marketing efforts?

MATT GEHRETT: It seemed that many of the schools in attendance at the conference are moving in this direction. I believe most of us are pioneers right now but it seems that this is what the future holds for us. As older individuals continue to populate social networks, we will need to dialogue with them using these tools to meet their continuing education needs. Also, schools that are not doing this are going to be quickly left behind. The competition is just too great out there.

INTELLIWORKS: What are some of the main challenges facing Fresno Pacific University when it comes to attracting and retaining adult learners and non-traditional students?

MATT GEHRETT: Shrinking budgets and growing competition are the main challenges for Fresno Pacific University. We need to be smarter and do more with less, while our competitors seem to have unlimited budgets. With tools like Intelliworks, we are finding ways to stretch our dollars and compete in an effective way.

INTELLIWORKS: To date, how would you rank the effectiveness of each of your various marketing tactics? Is there any one that stands out or exceeded your expectations?

MATT GEHRETT: At this time, in Continuing Education, we are holding our own on enrollment. When you think of what is happening in the world, I would have to say that this is not too bad. We have cut our marketing/program budget by almost 25% and we are still hanging in there. I would say our marketing tactics are working. I wish enrollment would have doubled or tripled but we are not there yet. One tactic that has worked quite well is having current students and prospective students request course listings via the web. I know this is not revolutionary but since we now have Intelliworks fully integrated into our enrollment processes, we can facilitate this in a very easy manner. We are now only printing course listings on demand and saving money. And, we have a better chance that the course listing does not end up in the trash and will lead to more enrollments. We are also using something called ‘triggermail’ that is making a difference in enrollments. To find out more about this, you will have to attend my session at the conference.

INTELLIWORKS: You recently opened a satellite location off-site from the main campus at Fresno Pacific University. What were the school’s motivations in seeking this new space, and what reaction have you seen from the community?

MATT GEHRETT: Our satellite locations house our degree completion and graduate programs. We had to open new locations because they were busting at the seams. We did not have enough classroom space to run all of our various programs. The communities have appreciated our bringing services to them. The closer we get to the students, the more they like it. Just recently, we approved a Center for Online Learning (a virtual center) to house the operations needed to move programs even closer to the student. At Fresno Pacific University, we strive to bring flexibility and convenience for the student without sacrificing academic excellence.

INTELLIWORKS: What did you enjoy most about the conference? What do you hope to accomplish at this year’s event?

MATT GEHRETT: Each of the speakers engaged my brain and made me think deeply. The sessions were practical and allowed me time to network with individuals just like myself. My marketing specialist and I have put many of the ideas into place that we captured at the conference. Also, I enjoyed learning more about Intelliworks and the plans for the future of this software service. This year, I plan to learn and network but also share ideas through my presentation. I really enjoy learning with and from my peers. I expect it to be another great event!

Tuning in to Social Media as a Channel

Mon, 22 Jun 2009 09:24:00 EST

EDUMUSINGS
Tuning in to Social Media as a Channel
by Dan Obregon, June 03, 2009

During an email exchange about social media the other day, a client asked me a seemingly simple question, "I now have the Facebook Fan page, we have a Twitter account, we have the old Facebook Group, we have two LinkedIn Groups (one for grad, one for undergrad), we have RSS and we have the electronic newsletter campaigns, SO HOW DO I KNOW WHAT TO SEND WHERE?";

My general thinking here is that content trumps channel. In other words, regardless of the social network, you want to make sure the content you're sending out is relevant to your specific audience. Some content may be more relevant to alumni, other content may be more relevant to current students and prospects.

Social networking tools let you get very segmented since members can self-select when, where and how they want to interact with your institution. However, with content that's relevant to all your constituents...why not broadcast that across all your web properties?

Read the full article here.

Schools Get Social with CRM

Mon, 22 Jun 2009 09:23:00 EST

IN THE NEWS
Schools Get Social with CRM
from DM News, June 03, 2009

Florida International University (FIU) College of Business Administration is one of the first schools to use the Intelliworks Social Marketing application as part of its student recruitment strategy.

Intelliworks' new tool connects the CRM systems of university admissions departments with the schools' social networking platforms, such as Facebook and Twitter. The goal is to help schools better mange their multiple online identities while logging data about prospective students and tracking their interactions with the school online. Intelliworks Social Marketing allows schools to proactively contact prospects once they become Facebook fans and run personalized campaigns.

"The world has changed in the sense that all these social networking sites and tools have come of age, and we've found that more and more of our prospective students - which are young professionals aged 25-30 - have grown up not knowing a world without computers," explained Luis Casas, director of marketing, communications and recruiting for FUI College of Business Administration. " Social networking has become very popular and just a natural place for us to communicate with them. We had been doing it on our own and had very successful campaigns on Facebook and LinkedIn and have a Twitter account, but when Intelliworks told us they were coming out with a new tool whereby students could communicate with us directly through Facebook, we were interested."

Read the full article from DM News...

Introducing Intelliworks Social Marketing

Mon, 04 May 2009 12:32:00 EST

CONNECT WITH PURPOSE
Introducing Intelliworks Social Marketing
by Dan Obregon, May 05, 2009

Are you looking to connect with students on today's most popular social networks? If so, you're not alone.

A recent study conducted by the Center for Marketing Research at the University of Massachusetts Dartmouth found that 90% of admissions departments feel that social media is "somewhat to very important" to their future recruitment strategy.

However, while most institutions recognize the potential of social media to help recruit students and market their programs, few have figured out ways to integrate these interactions into their broader relationship management initiatives.

INTRODUCING INTELLIWORKS SOCIAL MARKETING

Colleges and universities face a number of challenges in communicating with prospects on social networks, including:

Managing multiple identities/logins;
Having limited insight into previous interactions with students;
Responding securely and privately to urgent student questions;
Integrating their social networking activity with other marketing and relationship management activity.

Intelliworks Social Marketing offers a central platform to help you manage day-to-day with relationships with prospects and students on Facebook.

By embedding the Intelliworks Social Marketing application on your institution's Facebook page, you are able to publish content to your entire community on Facebook, deliver personalized communications to individual members and track every interaction with your constituents.

What can Intelliworks Social Marketing do for you?

"Intelliworks Social Marketing offers us the ability to leverage social networks in a profound way," says Danny Bismark-Pettit, Director of Advancement and Administration at Eastern University's School of Leadership and Development.

According to Bismark-Pettit, "This tool helps us build community and relationships with our constituencies. It facilitates our integrated marketing approach by putting an exclamation point on our ability to connect social networking to CRM capability. By connecting with our students and alumni around the world, we are able now to sustain a learning community with them well beyond their years as students. Now we can connect, interact, track and follow our alumni and prospects where they are on the web."

To learn more, visit us here.

Is it time for higher education to go on a diet?

Mon, 04 May 2009 12:31:00 EST

EDUMUSINGS
Is it time for higher education to go on a diet?
by Todd Gibby, May 05, 2009

"Support-Staff Jobs Double in 20 Years, Outpacing Enrollment."

With that eye-catching headline on April 24th, the Chronicle of Higher Education kicked off its latest installment of an occasional series exploring college costs. What follows is a comprehensive look at the findings of a study by the Center for College Affordability and Productivity, as well as "The Chron's" own research. This development is generally portrayed as a problematic one; and Richard K. Vetter, director of the center that conducted the study, asserts that "It's time for higher education to go on a diet."

I found this to be an informative and fascinating read that touched on all of the bases of what is clearly an important topic. But one thing nagged at me throughout as missing from the discussion:

If institutions are so fat, then why do so many of them appear to be starving?!

Read the full article here.

CollegeBound and Intelliworks Partner

Mon, 04 May 2009 12:31:00 EST

IN THE NEWS
CollegeBound and Intelliworks Partner
from Campus Technology, May 05, 2009

The CollegeBound Network (CBN) is partnering with Intelliworks, a provider of relationship management solutions for higher education, to provide schools with a lead generation platform designed to improve student conversions. CBN specializes in recruitment lead generation solutions for 900 educational institutions and 3,500 campuses through portals that include CollegeSurfing.com and TopCareerSchools.com.

In addition to CBN's marketing and lead generation services, CBN college, university, and career school partners will now have the option to leverage Intelliworks' Web-based constituent relationship management (CRM) solutions for higher education. This system helps schools nurture and cultivate relationships with leads delivered through CBN's portals and Web destinations.

"Schools are tasked with educating prospective students about their institutions in a way that transcends the clutter of the Internet and helps drive informed enrollment decisions," added Intelliworks CEO Todd Gibby. "The combined CBN-Intelliworks offering will be instrumental not only in driving valuable leads, but also converting those prospects into enrolled students."

Read the full article from Campus Technology...

Call for Proposals

Wed, 08 Apr 2009 17:28:00 EST

CONNECT WITH PURPOSE
Call for Proposals
by Dan Obregon, April 08, 2009

Have a secret you're dying to get out? Submit your speaking proposal forPersonify Education 09, the Intelliworks Users' Conference. We're currently accepting submissions to speak at this year's event in Philadelphia, and we hope you'll throw your hat in the ring.

Do you have to be an Intelliworks customer to participate? Not necessarily. All you need is a passion for sharing your recruitment, admissions and enrollment success stories with an audience of your peers.

DOWNLOAD YOUR PROPOSAL FORM...

Not sure what to talk about?
Here are some ideas:

Are your email campaigns driving a crazy amount of traffic to your web site?
Do students compliment you on your school's customer service?
Have you figured out how to incorporate social media into your relationship management strategy?
Are you growing enrollment, creating operational efficiency or driving revenue for your institution?

Still not sure what to talk about?
Check out some of our expert presentations from last year's conferencehere.

The deadline for this year's proposals is May 16th, so submit early and submit often (if you have more than one session idea...we'd love to hear them all)!

Those who submit a proposal by the May 16th deadline will be entered automatically into a raffle to win a free iPod Touch! The winner will be announced at this year's client appreciation event during the conference.

If they don't commit, then quit

Wed, 08 Apr 2009 17:28:00 EST

IN THE KNOW
If they don't commit, then quit
by Dan Obregon, April 08, 2009

As in all courtships, if a person you’ve shown an interest in doesn’t reciprocate that interest it’s probably because (s)he’s just not that in to you. For this reason, many colleges are paying extra attention to those students who show early on that they’re ready to commit.

According to a recent report in the Boston Globe, “In the increasingly tense courtship of college admissions, more selective schools are smiling upon high school students who show sincere interest in attending, closely tracking such things as whether they visited campus, responded to recruiting messages, or even joined an online chat with an admissions officer.

Makes perfect sense doesn’t it? Why show some love to someone if you know your love will go unrequited?

Many schools waste precious time going after students simply because they meet a set of demographics or academic criteria that the school is targeting. It’s assumed that the prospect’s a good fit.

Unfortunately, it’s not always that simple. In today’s economic climate where students and families are evaluating their financial options closer than ever before, predicting yield is becoming an even bigger challenge for many colleges. This is one reason why many have opted to focus on interest first.

How are you identifying those with the most interest in your school?

Read the full article here.

EMBA News: Intelliworks

Wed, 08 Apr 2009 17:27:00 EST

IN THE NEWS
EMBA News: Intelliworks
from EMBA News, April 08, 2009

In the last decade, the explosion of technology has resulted in a host of new options for Executive MBA Programs to market and strengthen relationships with students, alumni, and business leaders.

Executive MBA Council corporate member Intelliworks was born from the desire to apply the latest technology tools in helping educational institutions enhance their relationships and improve their efficiency. “Our mission is to make it possible for departments, colleges, and universities to connect with their customers,” says Todd Gibby, president and CEO of Intelliworks.

Building on the foundation of customer relationship management (CRM) techniques, the firm develops and implements technology-driven solutions for the higher education market, including Executive MBA Programs. CRM involves taking a comprehensive approach to managing relationships between an organization and its stakeholders. “That really is deep in our DNA,” says Gibby.

Read the full article from EMBA News...

Social Media Mythbusting

Mon, 09 Mar 2009 14:58:00 EST

SHARE YOUR KNOWLEDGE
Social Media Mythbusting
by Kate Malone, March 09, 2009

A recent study by the internet measurement firm ComScore found that more people with low incomes connect to Facebook through their mobile phones than those with high incomes - the reason being that their phones are often their sole source of internet connectivity.

In fact, many are finding that socioeconomic status is the most important variable in determining how people interact on the social web. The presentation below outlines 5 social media myths identified by the marketing firm RTCRM.

After looking over some of the slides from their presentation, I was inspired to think about the social media myths I’ve encountered. The following are myths that impact higher education and ways to overcome them.

Myth #1: Social media is JUST a direct marketing tool
Social media should not be seen as simply a means to an end or in the same category as a direct mail piece. When you send out postcards to students and they respond by requesting to be on the mailing list, the postcard has done its job.

With social media, the end goal for any interactions will always be to form lifelong relationships with your constituents. Relationships aren’t built overnight and your social media efforts should reflect that. All social media initiatives should be strategic decisions with long-term goals in mind.
Learn more about this myth.

Myth #2: Social media tools are an inexpensive and easy way to reach my constituents
Although tools like blogs, Facebook and Twitter may be free and easy to join, you can’t just sign into Facebook and then never maintain your school’s site. Not only do you have to work to keep in contact with any constituents you interact with on these sites, but you have to make sure that any content you put up is relevant and will keep them coming back.

Although tools like blogs, Facebook and Twitter may be free and easy to join, you can’t just sign into Facebook and then never maintain your school’s site. Not only do you have to work to keep in contact with any constituents you interact with on these sites, but you have to make sure that any content you put up is relevant and will keep them coming back. So although it may look cheap to sign up for these free services, it’s important to keep labor costs in mind.
Learn more about this myth.

Myth #3: I cannot measure ROI for my social media tools
Social media is difficult to measure in terms of traditional ROI, but there are some metrics you can use to track your success:

• Number of new page views for old posts- means your content is coming up in organic search results

• Returning visitors- showing a building of a community, establishes expertise

• Trend in comments/feedback- shows engagement with community

• Trackbacks in other blogs- speaks to expertise

Learn more about this myth.

Myth #4: Social media is optional
Now that almost everyone you know is on at least one social media site, your institution no longer has the option to “opt out.” True, you don’t have to build a Facebook page, but if you don’t, someone else will. Rather than deciding whether or not to join the conversation, you should consider how you can contribute to the conversation that’s already occurring among your constituents.
Learn more about this myth.

Myth #5 Social media is a niche activity
The popularity of social media tools like Facebook has recently exploded, but many of the Web 2.0 tenants like sharing and collaboration have been around for a while, permeating many of the most popular websites. Amazon.com, the New York Times and photo sharing sites have been around for a while and they let us comment, review and collaborate.

These ideas are starting to seep into the classroom- online universities are starting to use social media tools to allow students who may be physically far away to share and interact.
Learn more about this myth.

Myth #6: My success in social media is determined by the number of friends/followers I attract
Just like in the admissions process, quality always trumps quantity. Worrying about quality over quantity applies to both followers and content. Rather than trying to cast as wide of a net as possible and bringing in anyone and everyone to your website/blog/forum it’s important to send out a targeted message to students who are likely to engage with your institution.

Throwing out lots of useless information or talking ‘at’ your constituents will also have you returning with an empty net. Your goal is not just to collect lists of names, but to start relationships and dialog with your constituents.
Learn more about this myth.

Myth #7: Social Media is Just for Teenagers
The definition of a “traditional” college student is changing quickly- no longer is this student 20 and going to a four-year college. The over 30 demographic is the new majority on campus. But before you think you have to develop new strategies for reaching this student, consider the following:

•The boomer demographic, especially women, is the fastest growing group of social networkers
•41% of boomers have visited social networking sites and 61% had visited sites with streaming or downloadable video
•75% of our college crowd, young adults aged 18-24 have a profile, 57% of online adults 25-34, 30% of online adults 35-44

We've Brought the Library to You

Mon, 09 Mar 2009 14:58:00 EST

IN THE WORKS
We've Brought the Library to You
by Wyatt Shaw, March 09, 2009

Did you know there are over 250 articles in the Intelliworks Library, a wiki-based tool intended to provide detailed instructions on each aspect of the Intelliworks product, all meant to help you adopt and use Intelliworks?

We’ve been trying to find ways to help customers leverage the resources found in the library, and rather than force you to come to the library, we’ve brought the library to you.

As of this month, you can now search the product documentations and tutorials found in the Intelliworks Library directly from the sidebar of your Intelliworks product. Simply enter a word or phrase and push Enter.

You can expect to find How To articles, Best Practices, and videos of our previously held Events.

So go ahead - enter a word or phrase and browse the results from the Intelliworks Library.

UPenn's Annenberg School Quantifies Value of Admissions Software

Mon, 09 Mar 2009 14:57:00 EST

IN THE NEWS
UPenn's Annenberg School Quantifies Value of Admissions Software
from Campus Technology, February 26, 2009

The Annenberg School for Communication at the University of Pennsylvania, which has used Intelliworks in its admissions process since July 2007 reports a marked increase in electronic recruitment efforts.

In the past, according to the school, inquiries that came in would be responded to and thrown out, without any follow-up. Admissions representatives would attend college fairs, but no tracking was being done to see if these initiatives were effective.

Additionally, due to an influx of applications resulting from the recent economic downturn, the school needed to balance the quantity of applicants with the quality the program expects.

Read the full article from Campus Technology...

4 Follow-Up Techniques to Improve Email Marketing

Thu, 05 Feb 2009 09:55:00 EST

CONNECT WITH PURPOSE
4 Follow-Up Techniques to Improve Email Marketing
by Brad Kleinman, Worksmart eMarketing February 05, 2009

I'll be blunt: email marketing works.

There’s no doubt that it can be one of the most powerful (and cost-effective) eMarketing Techniques in your toolkit.

But one of the problems we’ve seen with email marketing has always been the fact that on average, marketers should only expect an open rate between 20-40%.

Relatively speaking, this could be viewed as a high amount of people viewing your message. And if they’re not viewing it, it’s most likely because of the following three reasons:

1. The spam filter got to it

2. They were so inundated, they simply didn’t open it

3. They accidentally deleted it

My concern is with reason #1...spam filters.

Thanks to CAN-SPAM compliance laws put into place by Congress in 2003, we have to be very careful who we send email to: only those who ‘opted-in.'

If I’m at a trade show and I receive 20 business cards from interested prospects, I want to make sure that as many of those individuals as possible get my email. Yet, my open rate is still only 20-40%!

Increasing the click-through rate is a huge part of it too (and moreover, increasing the conversion rate), but what can I do to increase that open rate?

Personally, I believe the best way to improve open-rates is through follow-up.

Think about these types of individuals:

• They want your stuff, but it goes straight to the spam filter and they don’t even know it

• They’re incredibly busy, and only check the email that they know is important

You have an opportunity during each email campaign to improve open-rates, click-through rates, and conversion rates. We highly recommend segmenting your list (the smaller and more personal the segments are, the better). Also, split testing can be very informative to help you determine stronger subject lines, email layouts, and more.

Read the full article here...

Intelliworks Days: Admissions Best Practices Roadshow

Thu, 05 Feb 2009 09:54:00 EST

ON THE ROAD
Intelliworks Days: Admissions Best Practices Roadshow
by Todd Gibby, February 05, 2009

Intelliworks may be coming to a city near you! Be sure to visit us at one of the following locations for a free half-day seminar on admissions and recruitment best practices, and a complimentary networking luncheon.

We're pleased to announce the launch of the “Intelliworks Days” road show, a two-city tour that will take place on Thursday, February 26 in Philadelphia, Pennsylvania and Fresno, California.

Seminar attendees will have the opportunity to network with peers from other institutions in their region, and learn practical advice on how Intelliworks can help them with:

• Turning prospective students into enrolled students

• Leveraging social networking to enhance recruitment

• Managing more applicants with fewer resources

• Creating operational efficiencies in managing enrollment

• Enhancing reporting and analytics

For more information, please register at for the event in your region.

INTELLIWORKS DAY EAST @ THE UNIVERSITY OF PENNSYLVANIA -
THURSDAY, FEBRUARY 26 FROM 9AM TO 1PM

INTELLIWORKS DAY WEST @ FRESNO PACIFIC UNIVERSITY -
THURSDAY, FEBRUARY 26 FROM 10AM TO 2PM

Case Study: Annenberg School for Communication

Thu, 05 Feb 2009 09:53:00 EST

CONNECTED CUSTOMERS
Case Study: Annenberg School for Communication
by Dan Obregon, February 05, 2009

THE CHALLENGE. The Annenberg School for Communication at the University of Pennsylvania stands at the forefront of education, research and policy studies on the processes, nature and consequences of existing and emerging media. However, the school had relied on traditional communications, graduate fairs and word-of-mouth to attract students. However, with a small staff dedicated to admissions, they needed to find a more efficient way to market to prospects and maintain relationships with alumni.

Additionally, due to an influx of applications resulting from the recent economic downturn, the school needed to balance the quantity of applicants with the quality the program expects.

THE SOLUTION? Learn how Intelliworks helped the Annenberg School for Communication manage its entire student enrollment lifecycle - from initial inquiry management and program marketing to application review and admissions processing.

This recording shows how the Annenberg School for Communication was able to leverage the Intelliworks system to:

Increase inbound prospect inquiries
Streamline day-to-day communications with prospects
Enhance marketing outreach to prospects and alumni
Manage an increase in inquiries and applications

Always Part of UCONN: Q&A with Dave Martel, Director of Marketing Communications, University of Connecticut

Wed, 07 Jan 2009 10:26:00 EST

CONNECTED CUSTOMERS
Always Part of UCONN: Q&A with Dave Martel, Director of Marketing Communications, University of Connecticut
by Todd Gibby, January 07, 2009

In their last issue, University Business recognized the "50 Best Branding Ideas" of 2008. The article looked at some of the innovative new ways that colleges and universities across the country were communicating their brands to prospects, current students and alumni. Among those recognized was Intelliworks customer University of Connecticut for its "Always Part of U" campaign, an integrated campaign that featured a unique Web destination and a national television commercial used to promote school loyalty.

Recently, we spoke to Dave Martel, Director of Marketing Communications at the University of Connecticut, to discuss the school's motivation behind the campaign and some of the results they've seen to date.

INTELLIWORKS: This fall, UCONN debuted its “Always Part of U” marketing campaign. Why did you feel the need for this new direction, and what sparked the idea behind the campaign?

MARTEL: In previous University commercials, we were underutilizing a great opportunity to strengthen the emotional connection we have with our alumni.

As such, we headed in a new creative direction informed by research. We did an evaluation of best practices, we examined themes from competitors, and we assessed what worked and what didn't. Ultimately, we discovered what underlying themes added to the impact of commercials we viewed and then used that as the basis for developing our own creative approach.

INTELLIWORKS: In addition to the TV ad, it looks like you viewed this as an opportunity to really connect the University of Connecticut community across a number of different channels. You had a unique web destination where you allowed visitors to download ringtones and screensavers, connect with peers across a number of social networking groups, and share their own photos and videos about their experiences at UCONN.

What was the most challenging part of bringing all these pieces together? What advice do you have for other schools looking to put together an integrated, cross-channel campaign like Always Part of U?

MARTEL: The most challenging part was having that "Ah ha!" moment with less than 30 days until the commercial was scheduled to make its national debut.

Our team was enthused to use some more of our technical skills to advance the brand using social media and other Web 2.0 innovations.

In terms of lessons learned and advice I'd give to others...allow for more than 30 days to move from end to end.

INTELLIWORKS: What were some of the results you’ve seen since launching the campaign in September?

MARTEL: Results have been impressive. We've had impressive traffic patterns in the thousands and that has stayed steady. We've given away thousands and thousands of downloads, and people are posting their own photos and videos. We've really connected with our alumni and our student body.

INTELLIWORKS: Given this as a case study, what are your thoughts on how higher education marketing has evolved?

MARTEL: The market for higher education has grown highly competitive. We have a product, an experience, to sell and if we aren't meeting demand and expectations we will lose valuable space in the market.

INTELLIWORKS: What’s next for UCONN and the "Always Part of U" campaign? What are your goals for the future? Where do you see UCONN taking its marketing initiatives over the next couple of years?

MARTEL: We're planning an "Always Part of U" remix to see how we can keep the concept fresh and innovative with the potential to extend the campaign another year. We're also looking at new ways to leverage the campaign using Intelliworks.

We're planning to use Intelliworks to deploy communications to our admitted students introducing them to the "Always Part of U" concept and remind them that they're about to embark on a life-long journey with UCONN.

As far as big picture, our goals are to continue to expand and grow our electronic communications programs for our audiences. The key to success is clear - personalized. We must communicate with our audience where they are, in the ways they prefer.

Good to the Last Drop: Marketing Automation Tips & Tricks

Wed, 07 Jan 2009 10:25:00 EST

IN THE KNOW
Good to the Last Drop: Marketing Automation Tips & Tricks
by Dan Obregon, January 07, 2009

Not long ago I had a conversation with a client who described to me how her department used to handle inbound inquiries from prospective students. It was a two-step process:

STEP 1: A student would request more information about the program;

STEP 2: Someone would send the information that was requested.

That's it. No big deal. No pressure. Also, no follow up.

While the program was certainly responsive to the inquiries it would receive, it was not capitalizing on an opportunity to build long-term relationships with prospects by following up with them after their initial inquiries. They simply relied on faith that prospects would review the materials that were sent and return if they had more questions.

Unfortunately, in a world where competition is just a click away, prospective students may not simply return to your Web site after their initial inquiry. This is where planning a "drip marketing" strategy can have a big impact.

You can read the full article here.

Webinar: Graduate Admissions Best Practices

Wed, 07 Jan 2009 10:25:00 EST

SHARE YOUR KNOWLEDGE
Upcoming Webinar: Graduate Admissions Best Practices
by Dan Obregon, January 07, 2009

Last year, we began our "Share Your Knowledge" initiative where we ask the Intelliworks community to share their opinions on enrollment and recruitment, and share best practices with their peers. So far, the results have been great with customers presenting webinars, writing blog posts, or participating in surveys to help inform the community. We're happy to continue this new tradition with our next Webinar featuring a case study of the Intelliworks solution.

Join us on Thursday, January 29th at 1:00p.m. for a FREE Webinar "Graduate Admissions Best Practices from Soup to Nuts" featuring Joanne Murray, Assistant Dean for Graduate Studies at the Annenberg School for Communication at the University of Pennsylvania.

During her presentation, Murray will demonstrate how her admissions department has been able to manage its entire student enrollment lifecycle - from initial inquiry management and program marketing to application review and admissions processing - using a suite of tools from Intelliworks.

Webinar attendees will learn how the admissions department at the Annenberg School for Communication:

Improved overall operational efficiency
Streamlined the admissions process
Enhanced marketing and outreach
Managed an increase in inquiries and applications

Survey: 2009 Recruitment and Marketing Challenges

Tue, 09 Dec 2008 18:04:00 EST

SHARE YOUR KNOWLEDGE
Survey: 2009 Recruitment and Marketing Challenges
by Paul Miller, December 10, 2008

This past year has been a rollercoaster for higher education recruitment and marketing professionals. The global economic crisis, combined with shifting demographics, has made it tougher than ever for colleges and universities to attract the right students in an efficient, cost-effective manner.

Add on top of that the growing influence of game-changing technologies, such as micro-blogging and social networks, and you've got a confluence of events that could drive even the most mild-mannered person crazy trying to keep up. As such, we wanted to take a moment to hear from you (the experts) to learn what you're doing to keep pace in today's rapidly changing higher education recruitment and marketing landscape.

We're inviting readers to take a brief survey on the challenges you're facing today. We hope the results will help inform how we tackle the year ahead from a product perspective, but also provide some insight to you on what your peers are doing to stay ahead of the curve.

Results of the survey will appear in a future edition of the newsletter.

TAKE THE SURVEY NOW.

CRM Offers Colleges Edge

Tue, 09 Dec 2008 18:04:00 EST

IN THE NEWS
CRM Offers Colleges Edge
by Kate Malone, December 10, 2008

DM News recently published a story that outlines some of the tactics being employed at colleges across the country to boost recruitment efforts. We're proud to say that the piece includes an interview with Intelliworks customer New England College, as well as Todd Gibby, CEO of Intelliworks.

According to the story, "NEC's heavy use of Web-based communications aligns with trends in higher education. The Internet has become one of the primary ways that prospective students gather information and express interest in a particular school, leading to a need for CRM systems that can manage leads from print to e-mail and even social networks."

You can read the full article here.

Upcoming Webinar: Graduate Admissions Best Practices

Tue, 09 Dec 2008 18:02:00 EST

CONNECTED CUSTOMERS
Upcoming Webinar: Graduate Admissions Best Practices
by Dan Obregon, December 10, 2008

As competition for students increases, graduate programs are faced with the challenge of not only maintaining program quality, but meeting enrollment and yield goals. Unfortunately, while the global economy continues to decline, many graduate admissions professionals are tasked with doing both with fewer resources than ever before.

Join us on Thursday, January 29th at 1:00p.m. for a FREE Webinar "Graduate Admissions Best Practices from Soup to Nuts" featuring Joanne Murray, Assistant Dean for Graduate Studies at the Annenberg School for Communication at the University of Pennsylvania.

Redefining Non-Traditional: Q&A with Terry Grant, Director of Enrollment, American Public University System

Tue, 04 Nov 2008 11:37:00 EST

As the economy sours, many adult learners are turning towards online education options to enhance their jobs prospects and/or cut higher education costs. It's no wonder why public, private and for-profit institutions are expanding their online and hybrid learning offerings. Recently, we spoke with Terry Grant, director of enrollment at American Public University System (APUS), an emerging for-profit online learning organization comprised of American Public University and American Military University. In this interview, Terry shares her views on the changing landscape of recruitment and retention for non-traditional and adult education, and the recent success experienced at APUS.

Look Who's Blogging

Tue, 04 Nov 2008 11:36:00 EST

We're happy to announce that Intelliworks has recently joined the blogosphere with the launch of our new INTELLIBLOGS network. This site features periodic musings on the world of higher education relationship management from the team at Intelliworks (and our customers).

Recruiting the Web 2.0 Generation

Wed, 01 Oct 2008 09:09:00 EST

CONNECTED CUSTOMERS
Recruiting the Web 2.0 Generation
by Todd Gibby, October 01, 2008

Many of you may remember Luis Casas, Director of Marketing and Recruiting at Florida International University's College of Business, from his presentation at this year's Personify Education conference.

During his presentation, Luis highlighted the school's Uncommon Thinkers campaign and how FIU was able to generate a lot of buzz for its programs through an integrated, multi-channel approach that included search engine marketing, social networking, email and CRM.

Last month the FIU Business newsletter, Business Networks, profiled Luis and the work he's done to attract "millennials" to FIU. According to Casas, “Enrollment in the past two years has gone up by about forty percent at a time when other business schools are struggling.”

Truly remarkable. Congratulations to Luis and his team for continued recognition on a great campaign.

Click here to check out the interview and video.

Conference Season is Upon Us

Wed, 01 Oct 2008 09:07:00 EST

ON THE ROAD
Conference Season is Upon Us
by Dan Obregon, October 01, 2008

Can't get enough of your regional Intelliworks representatives? We're taking our show on the road. We will be exhibiting (and presenting) at a number of conferences throughout October.

Please let us know if you'll be in attendance at any of these events, or if you'd like for us to stop by while we're in your town.

UCEA Mid-Atlantic: October 1-3 - Wilmington, DE
Northeast Regional Account Executive, Darrin Schmautz, will be on a panel with Intelliworks partner Inside Track on October 1 at 3:30pm to discuss "Taking the first step toward program improvement"

National Council on Continuing Education and Training Conference:
October 5-7 - Cleveland, OH

UCEA West: October 15-17 - Missoula, MT

UCEA Mid-America: October 15-17 - Kansas City, MO
Todd Gibby presenting on "How to get found when lost in the recruitment wilderness" on Friday, October 17 at 10:30am

League of Innovation for Community Colleges:
October 19-22 - Salt Lake City, UT
Todd Gibby presenting on "Best practices for relationship marketing" on October 20 at 4:30pm

UCEA South: October 26-29 - Blacksburg, VA

Executive MBA Council: October 26-29 - Chicago, IL

EDUCAUSE: October 29-31 - Orlando, FL

UCEA New England: October 29-31 - Woodstock, VT
Todd Gibby presenting on "How to get found when lost in the recruitment wilderness" on October 30 at 10:30am

E-Marketing Webinar: Work Smarter, Not Harder

Wed, 01 Oct 2008 09:05:00 EST

SHARE YOUR KNOWLEDGE
E-marketing Webinar: Work Smarter, Not Harder
by Kate Malone, October 01, 2008

Have you launched a new web site or marketing campaign that's getting great results? Did you learn a new technique or see a great speaker at a conference? Read any good books lately?

Join us on Thursday, October 23 at 1:00pm EST for a FREE webinar on "E-Marketing Best Practices for Continuing Education and Workforce Development" featuring Dr. Chuck Terrell, Vice President of Workforce Development Services & Lifelong Learning at Virginia Western Community College.

During the session, Terrell will demonstrate how Virginia Western Community College, a two-year public institution of higher education operating under a statewide system of community colleges, has leveraged Web-based relationship management and e-marketing solutions to promote campus events and program offerings.

This event is hosted by Intelliworks and will include a presentation from Brad Kleinman, Principal at Worksmart eMarketing.

Want to attend? Click here to register.

SHARE YOUR KNOWLEDGE

Mon, 08 Sep 2008 14:50:00 EST

Give Back to the Community, Share Your Tips

by Kate Malone, September 03, 2008

Have you launched a new web site or marketing campaign that's getting great results? Did you learn a new technique or see a great speaker at a conference? Read any good books lately? Why not share your knowledge with the Intelliworks community? We want this newsletter to be a resource for you and those like you.

The best way to do that is to hear what you want, so let us know what you're interested in seeing in future newsletters and please feel welcome to submit content you'd like to share with others. Have a story to share? Let us know.

IN THE WORKS

Mon, 08 Sep 2008 17:29:00 EST

Intelliworks Unveils Marketing Automation Extension

by Dan Obregon, September 03, 2008

THE INTEL: We're proud to announce the launch and general availability of our latest extension, Intelliworks Marketing Automation.  Intelliworks Marketing Automation helps you target your outreach efforts by allowing you to build out detailed communications plans. This enables you to have an ongoing dialogue with constituents without having to recreate the wheel each time you want them to receive information from your institution.

TECHNICALLY SPEAKING: Intelliworks Marketing Automation is delivered via the Intelliworks platform, however it requires an additional fee to be turned on. Once you're enabled with the functionality, you can create rules that will bring contacts into and out of a communication plans when they meet certain criteria that you define. For conditional statements, you'll see the functionality embedded in our Email Editor under a link that says "Conditional Section." You can select the object you wish to create the statement against, select the operator, and enter a value to create your conditional statements.

IN HUMAN TERMS: Communication Plans are a way to automate the communications that influence, remind, notify, and invite your constituents to take an action. Conditional Sections give you the ability to personalize sections of content within an email campaign based pre-defined conditions, such as a contact's area of interest or geographic region. When used correctly, these tools can dramatically enhance your targeting and personalization efforts by enabling you to deliver the right message based on a student's behavior. Learn More.

PERSONIFYING EDUCATION

Mon, 08 Sep 2008 14:49:00 EST

Summer Lovin': Intelliworks Users Conference Wrap Up

by Todd Gibby, September 03, 2008

Do you remember the boat ride? People are still buzzing about the great time at July's users conference, Personfiy Education 08. However, for those of you that weren't able to make it, we've posted some of the presentations and pictures here.

We've already taken some of the many suggestions we heard at the conference and are beginning to build out resources for our client community. This re-vamped newsletter is one of them. Stay tuned in the near future as we look to make enhancements to our Wiki, and launch an interactive users forum where you can collaborate with one another and share information with other higher education professionals. We hope it will sort of be a year-round online version of the conference...minus the beautiful sunset cruise.

Also, please feel free to chime in if you have any suggestions on locations for next year's conference, and DEFINITELY let us know if you're interested in presenting. But don't worry, we'll be making a more formal call for proposals in early 2009.