CASE STUDY

CHALLENGE

Hennepin Technical College (HTC) was facing declining enrollment numbers, gaps in student customer service and a lack of staff morale.

APPROACH

HTC engaged Swim Digital Group (Swim) to do a series of research exercises, deep-dives and stakeholder interviews, and environmental analysis to identify the root of the challenges. Swim identified three main areas of opportunities:

1

Process Efficiency

2

Student Engagement & Communication

3

Organizational Structure

The overarching recommendations focused on redefining the enrollment funnel and student lifecycle, and creating an engagement strategy that would convert students from the first point of inquiry to an enrolled student.

SOLUTION

It became clear that HTC needed a new technology tool to help streamline student data, automate communications and give staff a more efficient way to serve students. After Swim worked with HTC to define what the processes would create the ideal student experience, the College was able to select the constituent management relationship system (CRM). Based on the technological requirements from the re-engineered processes – HTC acquired the software and licenses needed to implement the CRM. Once the software was purchased, the implementation partner configured the CRM, completed data migration, and built the new processes and communication workflows. As Swim continued to build the communication plan that would automate engagement designed to nudge students through the enrollment funnel, the implementation partner was building the systems to execute the communications plan, and training the HTC end users on how to operate the system on a day-to-day basis, modify workflows and communications, and create and view dashboards.

FINAL PRODUCT

4 CRM Workflows
76+ Communication Touchpoints
15 Trained CRM Users

RESULTS

HTC has seen a 28% increase in enrollment since going live in January 2020. Not only has this work made it easier for students to take the next step, it has also made it easier for Enrollment Services staff to serve students. As a result, HTC has the highest employee retention rate than the College has had in the past few years.

28%

INCREASE IN ENROLLMENT SINCE JAN 2020

HIGHEST EMPLOYEE RETENTION RATE