Wheaton College Turns to CRM for Marketing and Admissions
- By Dian Schaffhauser
Wheaton College's graduate admissions department has selected Intelliworks' constituent relationship management (CRM) application to manage relationships and marketing campaigns to prospective students. The college, with 2,900 students in Wheaton, IL, will use the software to create automated communications plans to help guide prospective students through the enrollment lifecycle. It chose Intelliworks because it allowed the institution to consolidate several systems into one.
"Before we chose Intelliworks, we had been using several different systems for our e-mail and contact management needs," said Julie Huebner, director of graduate admissions. "We had a good process in place for following up with prospects, but we wanted to optimize our inquiry response and be able to leverage the information we collect across other marketing channels, such as e-mail."
According to Huebner, Wheaton College intends to shift its resources away from more costly initiatives, such as print advertising and direct mail, and focus more on more e-marketing tactics.
The institution will be able to build detailed targets within the CRM to deliver personalized communications to prospects and insert content that is relevant to each recipient dynamically. The application will also allow the college to track response to e-mail marketing campaigns.
Dian Schaffhauser is a senior contributing editor for 1105 Media's education publications THE Journal and Campus Technology. She can be reached at firstname.lastname@example.org or on Twitter @schaffhauser.