Proactively Managing Student Lead Data Can Drive Stronger Recruitment and Enrollment Results

TopSchool White Paper Helps Schools More Effectively Manage Leads for Targeted Marketing

Denver, CO - June 10, 2010 - TopSchool, a leading SaaS provider of Student Lifecycle Management (SLM) solutions for higher education, has published a new white paper designed to help schools better manage student lead data.  The paper, More Effective Lead Management for Targeted Marketing in Higher Education, provides tips for keeping up with data so schools make sure they are using the highest quality information in their recruitment and enrollment efforts.

"Targeting the right prospective student, getting that student enrolled, and seeing that student through to graduation is the lifeblood of our educational system - however, that initial step might not ever take place with data that is incomplete, outdated, or just plain inaccurate," said Christy Uher Ferguson, director of marketing for TopSchool and author of the white paper.  "Schools that more effectively manage prospect data will have a competitive advantage when it comes to marketing to students."

The white paper offers ten tips for more efficient lead management based on a series of three key questions schools should be asking themselves:

  1. How fast are prospective students changing contact and biographical information?
  2. How often should you realistically update prospective student information?
  3. At what point do you recognize prospective student data as expired, and purge it?

As part of TopSchool's comprehensive SLM system, the company's student admissions management software enables schools to track prospect data from lead generation through enrollment.  The system empowers schools to generate more interest in their programs, connect with prospective students and make it easy for prospects to apply and enroll.  TopSchool goes beyond the capabilities of traditional college student information systems, helping schools more efficiently manage and report on data so they can deliver more targeted marketing and recruiting efforts, increase enrollments, and ultimately, drive student success.

Ferguson has more than 14 years of marketing communications experience, including nearly a decade in higher education where she has led schools and education companies through lead management processes.  Her own database management experience includes 4 years administering an industry leading SaaS CRM where she is focused on list imports, lead management and lead quality.  She previously served as director of marketing for eCollege, where as part of her role, she worked with the Enrollment Marketing division to develop schools' marketing plans, including identifying marketing metrics, managing a lead aggregator, determining lead quality and raising conversion rates.

TopSchool's white paper is available online, and also will be distributed at the Career College Association annual convention this week in Las Vegas.  Attendees can stop by booth #504/506 to pick up a copy.

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