George Mason University Innovates To Boost Enrollment

Despite the tough economic environment and recession-starved budgets, many employers and individuals are investing in executive development programs. As a result, many Executive Education programs are competing for applicants in an increasingly complex environment, and are offering quality programs for Executive MBA and Executive Education. By pairing leading faculty with PhD’s and real world experience George Mason University’s School of Management Executive Program provides an important alternative for people who must maintain their jobs, but also want to get ahead and be better positioned with enhanced management skills for the economic upturn.Many executive education administrators are discovering that relationship management and marketing software can help their programs provide more effective means to facilitate the capture of new customers, while providing a higher level of customer service to prospective organizations and students, increasing overall productivity and results. A dynamic and effective CRM tool helps generate more revenue while maintaining meaningful relationships with current organizations and students.

According to Roy Hinton, Associate Dean, Executive Programs, George Mason University, “Our goal in selecting a CRM platform was to increase our level of customer service to ensure our prospects feel like they have an advocate at the School. The Intelliworks platform allowed us to create a personalized relationship with our constituents.”

Hinton states that GMU’s executive education programs are also leveraging advanced marketing automation tools to target their outreach and keep up an ongoing dialogue by building automated communications plans based on past contact and demographics. Marketing Automation allows institutions to:

  • Trigger a series of communications between your institution and individual contacts.
  • Change communication tracks based on enrollment cycle phase.
  • Respond quickly to inquiries submitted through your institution’s website.

“We’ll be able to capture and respond to inquiries faster, track students through the system and increase staff productivity,” says Hinton.

“In an increasingly competitive environment, it is important to make purposeful connections with prospective students while using resources efficiently. George Mason’s Executive Programs has demonstrated an expertise in this area and Intelliworks is delighted to work with them,” said Todd Gibby, CEO of Intelliworks.

About Intelliworks
Intelliworks enables enrollment and admissions professionals to make purposeful connections with students through its Web-based relationship management, marketing and recruitment services. Leading institutions around the globe leverage Intelliworks’ relationship management solutions for higher education to increase enrollment, enhance marketing performance and improve operational efficiency. For more information, visit

About George Mason University
Named the #1 national university to watch by U.S. News & World Report, George Mason University is an innovative, entrepreneurial institution with global distinction in a range of academic fields. Located in the heart of Northern Virginia’s technology corridor near Washington, D.C., Mason prepares its students to succeed in the work force and meet the needs of the region and the world. With strong undergraduate and graduate degree programs in engineering and information technology, dance, organizational psychology and health care, Mason students are routinely recognized with national and international scholarships. Mason professors conduct groundbreaking research in areas such as cancer, climate change, information technology and the biosciences, and Mason’s Center for the Arts brings world-renowned artists, musicians and actors to its stage.

About the School of Management
The School of Management (SOM) educates current and future business leaders through world-class teaching, innovative academic programs and strategic business partnerships. With the SOM curricula and research rooted in entrepreneurship, corporate governance and global business education, the school prepares students for increased globalization through a range of academic programs and international alliances. Mason’s SOM is one of less than 10 percent of business schools worldwide accredited in both business and accounting by the Association to Advance Collegiate Schools of Business (AACSB) International. The school is also ranked in the top 15 percent of all AACSB accredited business schools by U.S. News & World Report.

Executive Programs within the School of Management provides dynamic learning experiences that prepare men and women to lead, and generates a better prepared and effective workforce for our customers. Offerings include an Executive MBA and Executive Education for both custom and open enrollment programs. For more information visit: