In this episode of In Your Element, Daniella and Brendan from Element 451 sit down with Daniela Botello-Hernandez of Paul Quinn College to dive into the transformative power of a CRM in higher education admissions. They discuss how Paul Quinn’s decision to bring their application process in-house revolutionized their admissions workflow, improved completion rates, and created more personalized application processes. This dynamic conversation is packed with actionable tips for any institution looking to streamline its admissions process.
In this episode of In Your Element, Daniella and Brendan from Element 451 sit down with Daniela Botello-Hernandez of Paul Quinn College to dive into the transformative power of a CRM in higher education admissions. They discuss how Paul Quinn’s decision to bring their application process in-house revolutionized their admissions workflow, improved completion rates, and created more personalized application processes. This dynamic conversation is packed with actionable tips for any institution looking to streamline its admissions process.
Paul Quinn College faced challenges with limited resources and third-party vendor constraints, managing only two application types. Transitioning to Element 451 allowed them to take full control, expand to four application types (with more in the pipeline), and save significant costs. The move also empowered them to customize their applications for different groups, including first-time freshmen, transfers, international students, and Guild corporate partners.
Daniela Botello-Hernandez highlighted how this shift enabled better organization and alignment with the institution's goals. For instance, international applications could now include specific documentation needs, streamlining processes for both applicants and administrators.
Element 451’s automation features have been game-changing for Paul Quinn. Automated GPA calculations, letter of recommendation ratings, and resume evaluations have allowed for a more holistic review process. This is especially impactful at Paul Quinn, where many students come from underserved communities. By looking beyond traditional GPA metrics, the admissions team considers the broader story of each applicant, emphasizing work ethic, character, and lived experiences.
This intentional approach aligns with Paul Quinn's mission to meet students where they are and evaluate them as whole individuals. The workflows have not only improved the quality of admissions decisions but also reduced the administrative burden on staff.
A unique aspect of Paul Quinn’s success has been the involvement of student ambassadors. Using Element 451’s task module, these students are tasked with reaching out to prospective applicants, helping them complete applications, and building relationships. This peer-to-peer connection has been a vital part of moving applicants through the admissions funnel.
By centralizing tasks in Element, ambassadors manage documents, upload files, and follow up with applicants seamlessly. This approach has doubled the percentage of completed applications and enhanced the overall student experience.
Paul Quinn’s journey with Element 451 also coincided with a broader transition to a new Student Information System (SIS). This "spring cleaning" process gave the team the opportunity to separate what belonged in the CRM versus the SIS, ensuring a cleaner, more efficient workflow. While the dual transitions posed challenges, the team embraced the changes, driven by their goal to leave systems better than they found them.
Guest Name: Daniela Botello-Hernandez, Assistant Director of Enrollment Management - Operations, Paul Quinn College
Guest Bio: Daniela Botello-Hernandez, a proud South Dallas native, graduated from Paul Quinn College in just 2.5 years at the age of 20. As a student, she participated in the Urban Work College program, gaining valuable experience through internships at Oncor and the Office of Enrollment Management. Her exceptional performance at the Office of Enrollment Management earned her a full-time role upon graduation. Starting as a Coordinator, Daniela’s dedication and innovative approach led to her promotion to Assistant Director of Enrollment Management- Operations within six months. In this role, she led the implementation of Element451, Paul Quinn College’s first CRM system, revolutionizing the department by replacing manual, spreadsheet-based processes with a streamlined, automated, and highly efficient operation. Her leadership continues to drive operational excellence and improve the student enrollment experience at Paul Quinn College.