Implementing SunGard Higher Education Banner Relationship Management (BRM) has helped ESSEC Business School become more proactive and personalised in its outreach to prospects.

1. CASE STUDY
Pr o a ctive a n d Pe r so n a lise d O u t r e a ch D r a w s
Pr o sp e cts to E SSE C B u sin e ss Sch o o l
I m plem enting SunGard H igher E ducatio n
B anner R elatio nship M anagem ent (B R M )
has helped E SSE C B usiness School beco m e
m o re pro active and per sonalised in its
o utreach to pro spects. P rofile:
 E SSE C Bu si n es s Sch ool
E SSE C B usiness School is one of the wo r ld’s
 Fran c e
to p m anag em ent institutions. The scho o l,  E n rol l men t: 4, 300
k no wn fo r its inter national or ientation,  www.essec .ed u
has cam puses in Fr ance and also one in
Sing apo re, and par tner ships with som e C hallenges:
o f the best univer sities all over the wor ld  Difficulty creating and executing timely and
including the Univer sity of C alifor nia- cost-effective campaigns to prospects
B er k eley, the Univer sity of C hicago,  Difficulty communicating with prospects
N o r thwester n Univer sity, Tuck School o f frequently and personally
B usiness at Dar tm outh, I I M Ahm edabad  Increased need to reach a broader international
I ndia, M annheim Univer sity, SDA B occo ni au d i en c e
M ilan and Pek ing Univer sity. E SSE C Solution:
B usiness Scho o l is the fir st institution in
 SunGard Higher Education Banner® Relationship
E uro pe to im plem ent B anner R elationship Management
M anag em ent.
R esults:
“B anner R elatio nship M anagem ent has  Improved ability to provide personalised and
pushed E SSE C to be m ore proactive in frequent prospect communications
co m m unicating with our prospects, ” said  Mai n tai n ed en rolmen t n u mb ers d u ring t ime of
Sam uel V inet, Project Director M ar k eting ec on omi c u n cert ain t y in E u rop e
& C o r po r ate/ Student R elations at E SSE C .  Reduced costs for executing campaigns by
“B efo re, we were expecting for prospect s t o nearly 172,000 Euros during the first year
apply. N o w, we are dr iving the relationship  Red u c ed staff h ou rs f or ex ecu t in g campaigns
an d man ag i n g ap p licat ion f iles b y s everal hours
p er week
ECS-313 (06/11)
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2. and bei n g m ore proactiv e. It has helpe d re po r t s . Ex e c u t in g a n e ma il c a mp a i g n w i t h
change ou r m i n d about how we can do pro s pe c t s re qu ire d c o n t r a c t u a l a g re e m e nt s
b usi nes s w i th prospects.” wit h t h ird pa r t ie s , a n d le n g t h y de l a y s fro m
c o n c e pt t o e x e c u t io n . As a re s u lt , p ro sp e c t s
Banner Rel ati onship Management t ypic a lly re c e ive d o n ly o n e t o t wo e m a i l
p ro vi des th e core constituent relations h ip c o mmu n ic a t io n s f ro m ESSEC e a c h y e a r.
m anagem en t ( CRM) capabilities that
i ns t i t u ti on s n eed to strengthen and enr ic h “Banner Relationship Management has pushed
co nn ecti on s w i th prospects, students, a n d ESSEC Business School to be more proactive in
al um ni . F l ex i bl e targeting and segment a t io n communicating with our prospects. Before, we
cap abi l i ti es —based on any of the rich were expecting for prospects to apply. Now,
co ns t i tu en t data av ailable in B anner we are driving the relationship and being more
co mbi n e w i th m ulti-channel communic a t io n proactive. It has helped changed our mind about
cap abi l i ti es an d campaign managemen t t o o ls how we can do business with prospects.”
t o he l p s taff del iv er consistently super io r
ex p er i en ces to e v ery one touched by the — Samuel Vinet, Project Director Marketing &
i ns t i t u ti on . Corporate/Student Relations
P ri o r to i m pl em enting B anner R elations h ip “ We we re lo s in g c o n t a c t wit h prosp e c t s, a nd
M anagem en t i n 2010, ESSEC already ha d t h is me a n t we we re lo s in g mo n e y, ” re c a l l e d
a C R M vi s i on , organisation and tools. T h e Mr. V in e t . “ B a n n e r R e la t io n s h ip M a na g e m e nt
i ns t i t u ti on u s ed B anner Student to colle c t h e lps u s s t a y in c o n t a c t wit h o u r p ro sp e c t s.
d at a from brochure request f orms, onl in e T h is is ve r y impo r t a n t a s we t r y t o e nro l
ap p l icati on s an d prospect f iles. R ecrui t e r s in t e r n a t io n a l s t u de n t s f ro m o u t s id e o f
acces s ed th e data through a “recruiter Eu ro pe . We c a n ’t wa it f o r a pro s p e c t fro m
w o rks pace” an d the institution dev elop e d In dia o r Ch in a t o s t a r t a n a pplic a t i o n. We
i t s o w n reporti n g tools. Howev er, the n e e d t o re a c h o u t a n d c o mmu n ic a t e w i t h
recrui ter w orks pace was diff icult to use t h e m pro a c t ive ly. ”
and c os tl y to m a intain, and end users
had li m i ted fu n c tionality and access to
Eas y execut i on of s t ra t egic
communi ca t ions
B a n n e r R e la t io n s h ip Ma n a g e me n t m a k e s
it e a s y f o r re c r u it e r s t o pe r f o r m num e ro us
s t r a t e g ic t a s k s , lik e la u n c h in g e -m a i l
c a mpa ig n s a n d c re a t in g a n d re vie w i ng
re po r t s , o n t h e ir o wn . Us in g B a nne r
R e la t io n s h ip Ma n a g e me n t , re c r u i t e r s c a n
s e g me n t t h e po pu la t io n o f pro s p e c t s b y
pro g r a mme in t e re s t , a g e a n d c it iz e nshi p ,
a llo win g s t a ff t o c re a t e pe r s o n a lise d e -m a i l
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3. applicat io n, t hey can s ee t h e in cre a s e i n
subm it t ed applica t ion s t h e f ollowin g d a y.
“At fir st , we were con cer n ed t h at p ros p e c t s
wo uld st o p o peni n g emails f rom u s i f w e
sent t o o m any, ” recalled Mr. V in et . “ Bu t t h e
t r ack ing sho ws t h at t h e open r at e d oe s n ot
decline. T he per son alis ed con t en t ke e p s
t heir int erest g o ing.”
M r. V inet believes t h e Ban n er Rela t i on s h i p
M anag em ent so lut ion h as h elped E S S E C
m aint ain it s enro lmen t f igu re at a t i me w h e n
o t her inst it ut io ns are los in g popu la t i on d u e
cam paig ns fo r them . For exam ple, each t o t he eco no m ic s it u at ion in E u rop e . In
pro g r am m e/ recr uiter can build the follo wing addit io n, t he aut omat ed proces s es w i t h i n
po pulatio n g ro ups: t he so lut io n redu ced s t aff t ime by s e v e r a l
ho ur s a week , an d are s avin g t h e i n s t i t u t i on
 Broc h u res req u ests abo ut 1 7 2 , 0 0 0 E u ros an n u ally in f e e s t o t h i rd
 Prospects met during fairs & forums par t ies.
 Non-submitted applicants
 Ap p l i c an ts I n t he fut ure, E SSE C migh t u s e Ba n n e r
R elat io nship M an agemen t t o en gage i t s
B ased o n these selections of populatio n, alum ni m o re. “One of t h e bes t f eat u re s of
recr uiter s are able to add cr iter ia lik e B anner R elat io ns h ip Man agemen t i s t h a t i t
co untr y o f residence, age, academ ic sho ws bo t h ends of t h e cu s t omer,” e x p l a i n e d
interests and previous college. Then the M r. V inet . “Yo u can f ollow s omeon e f rom
staff can send the different populations pro spect t o st ude n t t o alu mn i. We c a n re a c h
specific co ntent that would interest them , o ut t o t hem 1 0 year s lat er an d s u gge s t
such as E SSE C events in their countr y, t hey t ak e o ur M B A progr amme bas e d on
a link to a platfor m to com m unicate wit h
cur rent students, application deadlines fo r
tho se who star ted an application and did “One of the best features of Banner Relationship
no t subm it it, and m ore. E SSE C also creat ed Management is that it shows both ends of the
a m o re detailed autom ated cam paign t o customer. You can follow someone from prospect
enco ur ag e ever y prospect who downlo aded to student to alumni. It gives us a 360 degree
a bro chure to jo in E SSE C . B ecause B anner vision of the student.”
R elatio nship M anagem ent is integr ated wit h
B anner, staff can easily see the results o f — Samuel Vinet, Project Director Marketing &
their actio ns. For exam ple, when they send Corporate/Student Relations
a rem inder abo ut the deadline to subm it an
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4. t he i nform ati on we hav e on them in B RM. It
g ives u s a 360 degree v ision of the stu de n t . ”
Banner Rel ati on ship Management draw s o n
t he data al ready housed in B anner Stu de n t .
O r, as M r. V i n et states, “It is not that B R M is
i nt eg rated to Ba nner; it is ESSEC integr a t e d
t o Ban n er. We make a conscious decis io n
t o l in k everyth i n g to B anner. The integr a t io n
i ncre as es th e benef its of the solutions. ”
E S S EC al s o benef its f rom the experienc e s o f
o t her S u n G ard Higher Education custo me r s .
T he i n s ti tu ti on i s a member of the B an n e r
Rel at i on s h i p M anagement dev elopmen t
p art ner grou p, which meets regularly w it h
S unG ard Hi gh er Education. “B eing pa r t o f
t hi s grou p i s a strong added v alue f or u s .
We a l l u s e th e same tool, so we can sh a re
b es t practi ces a nd use each other as a
b enc h m ark,” emphasised Mr. V inet. “Be in g a
m ember of th e dev elopment group also g ive s
us a voi ce i n fu nctionality that we wou ld lik e
i ncl uded i n th e next v ersion of B R M.”
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