Using CRM to Track the Prospect Journey

Episode 74

EP. 74:

Using CRM to Track the Prospect Journey

Allison featuring Elizabeth Orehovec

with Elizabeth Orehovec

Elizabeth Orehovec has worked in the Office of Undergraduate Admissions at the University of South Carolina for 15 years. She is currently the Senior Associate Director and serves as a core member of the enrollment leadership team responsible for leading more than 100 recruitment and enrollment marketing employees and collaborating on strategic enrollment initiatives with students, faculty and staff across campus. After earning her bachelor’s degree from the University of Miami, Elizabeth moved to South Carolina to earn her M.Ed. in Higher Education Administration. She has also earned her MBA and Ph.D. from the University of South Carolina. Elizabeth frequently presents on college admissions topics and loves talking with high school students and their parents about things to keep in mind during this critical time.

What you’ll learn about in this episode:

  • How Elizabeth’s experiences as a student and her love of strategy and problem solving inspired her to follow her career path into higher education admissions
  • How CRM tools have caused a massive landscape shift in enrollment and admissions in higher education, and why it is important to decide on a list of “must haves” first
  • How tools to manage virtual events and the ability to text message became key tools for Elizabeth and her team, especially during the pandemic
  • Why the University of South Carolina chose Slate as their CRM platform, and why the level of customizability in your chosen CRM software is an important consideration
  • Why tracking and understanding student interactions offers key information that Elizabeth is able to use to continually refine U of SC’s communication strategy
  • What early challenges and pitfalls Elizabeth and her team had to navigate, and who was involved in selecting their CRM platform
  • What a typical prospect journey looks like for U of SC, and how CRM tracking begins as early as 9th grade, and how communication ramps up starting in spring of their junior year
  • How CRM implementation has been transformative for U of SC’s ability to navigate the realities of pandemic
  • Why making the investment in CRM and spending the time to set everything up pays off in the end whenever you are able to power up your communication and efficiency
  • Why Elizabeth recommends you turn to the higher education community who have already been through the CRM implementation process to learn from their experiences


Elizabeth Orehovec

Senior Associate Director, University of South Carolina