Enterprise thinking Moving forward by doing things better, faster & cheaper. LM 11/3/07 Key take-aways Focus on positive Take risks Take action Keep an open mind Don’t be afraid to.
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Enterprise thinking Moving forward by doing things better, faster & cheaper. LM 11/3/07 Key take-aways Focus on positive Take risks Take action Keep an open mind Don’t be afraid to fail Keep going Applying 4 key concepts A. Redefining B. Managing Projects C. Alliances D. Time Management A. Redefining S-1 Challenge Statement (1st try): We do not have a good marketing infrastructure to support recruitment Now---Test the statement against 6 criteria… Challenge Statement Test Test Questions Column 1 1. Is the CS one issue? 2. Is the CS in the present or future tense? 3. Is the CS a problem or solution? Column 2 maybe yes problem 4. Are the CS facts verifiable ? no 5. Are the CS assumptions valid ? yes 6. Is the CS essential to your overall goal? yes OK? Did the current statement meet the criteria? No. Try again. Statement #2 Our research shows that we are losing at average 5 potential applicants per week because of our marketing infrastructure. Check 6—OK?…so far, yes. Better. Proceed to next step. Remember— “What, not Why” Best Case Scenario = 10% annual increase in completed applications from QUALIFIED APPLICANTS (Qualified = Licensed RNs, Minimum 3.0 GPA from accredited undergrad programs, excellent references, at least 1-year work experience, etc.) Positive/Opposite-Ultimate End Should Statement: Our research shows that we should produce an annual 10% increase in qualified applicants because of our marketing infrastructure. What (final) Statement: What would it take for our marketing system to produce a 10% annual increase in qualified applicants for our Master’s degree program? What would it take for our marketing system to produce a 10% annual increase in qualified applicants for our Master’s program? SCAN hire (& train) nursing student recruiter update printed materials redesign website & add interactive features implement email recruitment & CRM campaign referral program alumni outreach outreach to parents partner with healthcare facilities joint programs with other schools SCAN for Solutions, continued Hire call center Outsource recruitment Conduct focus groups of students, non-students Interview non-competing schools Decrease admission requirements Increase advertising Train enrollment services staff Involve faculty in recruitment Host online chat & other Internet-based solutions Develop e-newsletters & other communications Look at other competitive industries Redefining Solutions Select solutions based on variables such as: Time to implement Resources required (time, staff hours, money, etc.) Potential impact Strategic fit/core competency Market conditions Scanning produced these priority solutions: Hire nursing student recruiter Redesign website Develop e-newsletters (recruitment & CRM) Update printed materials, but format for online posting Hire call center in joint project with partner schools Develop tracking system for inquiries. Test (small scale & larger scale) Develop written plan for each component, include CPM charts Conduct focus groups with website concepts Install & monitor web metrics system Monitor recruitment results and conduct mini surveys Test email offers varying offer, design, content, etc. Contract call center for 1-3 month period. B. Managing Projects Prioritizing & implementing selected solutions Managing Projects Project Hire recruiter Redesign Website E-Newsletter campaign Printed Materials/direct mail Call center Tracking system Time 1-2 mos 4-6 mos 2 mos 3 mos 1 mos 3 mos Impact ROI $Cost Priority 70 2 completed applications /week 65K/ yr 1 80 3 online apps completed/wk image boost 30K 2 60 500 opt-in contacts/yr Image boost 10K 3 50 image boost 10 calls/email inquiries week 40K 6 60 2 completed applications/week image boost decreased inquiry response time 25K 2 70 better CRM system, use for evaluation 60K 1 The right number of projects & the right projects LM (marketing dir) TD (web manager) 2 Projects direct responsibility (1 shorter &1 long term) 1 Project- Vendor 2 Projects NS (new nurse recruiter) 1—tracking system No more than 2 direct projects at one time. Projects should move the organization forward and help it advance. CPM –Priority project -Website redesign Project/Steps Prereq Weeks A Draft design N/A 4 B Draft Outline, sample contents N/A 4 C Develop Photo list A, B 1 D Determine software & Hardware Needs A, B 2 E Obtain Initial Approval A, B, C, D 2 F Process purchase orders E 3 G Buy software F 3 H Schedule & implement Photo Shoots, obtain other images E 3 I Design & layout pages E 4 J Write, edit & approve content E 6 K HTML code & upload content & graphics H,I,J 2 L test site K 2 M Obtain Final Approvals L 1 N Launch M 1 DAY CPM- Website project C. Build Alliances Leverage strategies and resources through alliances. Look for opportunities to gain added value on projects, as well as new ventures. 7 Types of Alliances Ad Hoc Short Term Minimum Resources Consortium Long Term Low Resources Project Joint Venture Short Term Medium Resources Joint Venture Long Term High Resources Merger Long Term High Resources Acquisition Long Term High Resources Various Terms Low Resources Affiliate Modified Lorange and Roos Examples Nursing student recruiter & administrators at area hospitals should forge relationships that will benefit each party. (Ad hoc & Project Joint Venture) Search Engine Marketing (SEM), broadcast & print advertising recruitment & branding campaign (Project Joint Venture) Partner with University Hospital and others– high achieving nurse employees get preferential scheduling to support student studies. (Project Joint Venture) Link with top area schools that only go up to BSN level to create pipeline for grad school applicants. Offer workshops at the schools for current students, & perhaps faculty. (Project Joint Venture). Alliances Successful Alliances require: Clear understanding of goals of each party (e.g., student recruitment for each school) Benefits to each party (e.g., shared costs, expanded reach, etc.) Clear definition of roles of all parties Definition of resources expended by each party D. Final Thoughts – Managing Time Why did I select these areas? Expect them to have biggest impact for me. Goals (practice) Institute time management tactics (to-do list, previous evening) Plan for planning 2 projects max. Priority projects =most “bang ….” Management=more strategy, less tactics. Managers/leaders develop the systems and procedures Apply on personal basis and model it at work.