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How Does CRM Provide More Enrollments? Marketing Articles | May 8, 2007
?CRM? has become a buzz word in the higher education industry. Why? What is a CRM? What type of value does a CRM add to academic institutions? CRM refers to Customer Relationship Management. In high...


?CRM? has become a buzz word in the higher education industry. Why? What is a CRM? What type of value does a CRM add to academic institutions?


CRM refers to Customer Relationship Management. In higher education Dexter Lawrence Jersey , a CRM can signify any one of a number of things:


1. A technological platform that organizes student information from enrollment through graduation


2. A software that allows students to select and pay for courses without human interaction


3. A ?call center? for universities that handles the phone calls that interested students place to the university


4. A system that handles marketing initiatives and the student response that campaigns generate


This short explanation of CRM will deal with the latter; a platform that increases enrollments and lowers cost per enrollment by synchronizing marketing behaviors with the response that each marketing initiative generates.


Lead Generation


The first piece of a full-service higher education CRM is lead generation. When higher education institutions look to generate new students, they initiate advertising campaigns. These campaigns can be carried out across various traditional channels?print Daniel Jones Jersey , billboards, radio Dalvin Tomlinson Jersey , mailing lists?but recently, the universities that launch these campaigns are demanding accountability that only online and DRTV advertising channels provide.


Online AdvertisingOnline advertising can manifest in a variety of ways:

Online lead generation using education-based portals Micro-Site Development Lead Remarketing Search Engine Optimization Keyword Search (Trade Name Management) Virtual Tours

Irregardless of the specific type of online advertising Evan Engram Jersey , the result is the same: contact is initiated with the prospective student. The advantage that the online advertising channel has over more traditional advertising channels is the level of accountability that online advertising brings?advertisers know exactly which campaigns are working and which are not, at all times.


DRTV AdvertisingAside from Online advertising Saquon Barkley Jersey , DRTV also presents a channel that enables development, deployment and tracking of marketing initiatives. DRTV ads value to marketing initiatives by: