HOW WE TOOK CONNECT AND BUILT A LEGACY Hobsons University 2015

1. HOW WE TOOK CONNECT AND BUILT
A LEGACY
1. History
2. Team
3. Communica5on
4. Produc5on
5. Results
6. Looking
Ahead

2. History
The
Beginning
(word
cloud)
Today
(word
cloud)

3. Team
• Director
• Communica5on
Coordinators
• Media
Produc5on
Coordinator
• Videographers
• Opera5ons

5. Tools
• SoLware
• Adobe
Crea5ve
Suite
• 3dVista
• BAr2
• HTML5
and
JS
• Equipment
• DLSR
Cannon
60D
• GoPro
• Steadicam
• UVA
• Studio

6. Resources/ Inspiration
• movie
trailers
• commercials
• local
bands
• following
DPs
• vimeo
(music
and
tutorials)
• our
own
lens

7. Communication Flows
• prospec5ve
• applicant
• admiVed
• Enrolled
• parents
(prospec5ve
/
newly
admiVed)
• veterans
• counselors
• Partners
• Alumni
• alumni
ambassadors

8. Goals
• inform
• promote
• encourage
• inspire
• engage
• sway
or
‘the
spin
cycle’

9. Output
• Parents
VIP
page
• Events
• E-­‐mail
flow
• Website
• Email
drivers
• GPS
Tour
• Out
of
state
recep@on
• Chats
• Phone-­‐a-­‐thon
• Phone
blasts
• Department
chairs
• Grand
Avenue
• Special
tours
• QR
tour
confirma@on
• Social
media
• U
Portal
• Virtual
View
book
• E-­‐Surveys

10. Prospects
Recruited
General
Population
Qualified
Prospects
CRM
Initial
Message
Department
College
Club
Misc. Group
Content:
Call For
Action
Engage with VIP
Attend Chats
Visit Campus
Survey
Campus Event Invite
Participate Off-Campus
Event
Follow Up
Message
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Fall
Recruitment Flow Starts
Incoming Contacts
Admissions
Sender
Actions
General Prospect Flow
Communication Unit, Admissions, Recruitment, and Financial Aid
_ _ _ _ _ _
Campus
Visists
College Fairs
On Demand
Chats
Web Show
Phone Blast
Email
Reminders
Touchbase
Further
Action
Post-Tour
Surveying

11. Recruitment
AUGUST SEPTEMBER OCTOBER NOVEMBER
CRM
Filtered
8.25 – Intro / VIP
9.15 - Ep. 2/Grand Avenue/
Incoming
9.29 - Ep. 3/Application Opens Oct 1
10.13 - Ep. 4
10.27 - Ep. 5
11.17 - Ep. 8
11.13 - Grand Avenue Show 3
11.24 - Ep./1 Week reminder
11.27 - Personalized Video 2
11.29 - App closes tomorrow
11.10 - Ep. 6 / Grand Ave. Message
11.3 - Ep. 7
10.20 - Personalized Video 1 for High Achievers
10.28 - ED App Closes/App is open to
non-ED applicants
Recruited
General
Population
Qualified
Prospects
Fall Recruitment Flow
Communication Unit, Admissions, Recruitment, and Financial Aid
9.08 – Ep. 1
10.17 – 2nd
Level
10.3 - Grand Avenue

12. Prospective Parent Parent Flow Fall 2015
Communication Unit, Admissions, Recruitment, and Financial Aid
Emails Admissions to
update status to
admitted
Parent signs up to
VIP
Existing VIP User
New VIP User
NEW
PARENT
Receives
Confirmation Email
Data transferred to data
warehouse
University
Advancement
COMMUNICATION FLOW
2015
PARENT ENTERS
SYSTEM
Email confirming access
Periodic
Updates
Announced
Special Issues
Addressed
Event
Announcer
Fall Starts
VIP Page changes
STARTS
Dec 2014
YIELD FLOW
Dec ------- Sept
SEPT
1st
Quarter Starts
DATAFLOW
Telemarketing
(phonethon to
URM)

13. The Strategy Process
• NO
COMMITTEES
• know
the
campus
• ford
tough!
• ini5al
stage
• iden5fy
need
• establish
5meline
• determine
content
• deliverables
• script
• resources
• produc5on
• distribute

14. Using Connect
• Robust
communica5on
flows
• Segmented
Audiences
• Metrics

15. Attitude
• What
does
it
take?
• Trust
• Autonomy
• Collabora5on
• Risk
• Lifestyle

16. Growth Over a Decade
First
5me
freshmen
from
23,690
to
over
50,000
La5no
Applicants
from
3,957
to
11,725
African
American
Applicants
from
650
to
989
Underrepresented
Minority
from
4,916
to
14,146
from
20%
to
30%
of
the
applicant
pool