For higher ed marketers, prospective students are really prospective customers. It comes as no surprise then, that in recent years colleges and universities have rushed to adopt the customer relationship management (CRM) tools that have long been used by other industries to centralize and streamline their communications.
We recently had the opportunity to chat with Kris Hardy from Messiah College, a small, private, Christian institution located in Central Pennsylvania. As Messiah’s director of web and digital marketing, Kris oversees the college’s public-facing website and is responsible for managing digital marketing efforts for the school’s academic programs.
Since Messiah moved to a CRM system two years ago, Kris says the platform has grown to play an increasingly important role in his work as a digital marketer. During our interview, he detailed how making the switch to a CRM has helped Messiah take their digital marketing efforts to the next level, outlined the challenges his team encountered post-rollout and shared a few of the things they learned as a result. Here’s an abridged version of our conversation: