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Lifetime engagement management

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From the very first day that a prospect opens your admissions materials, they have a relationship with you. This is a one-to-one, lifelong relationship between the university and an individual, not a …

From the very first day that a prospect opens your admissions materials, they have a relationship with you. This is a one-to-one, lifelong relationship between the university and an individual, not a many-to-one relationship between different departments of a university and a prospect, a student, an alum, and a donor.
When each stage of the relationship cycle is manned by a different team in a different silo with a different technology, our half of the relationship seems schizophrenic, forgetful, and thoughtless.
Today's admissions prospect is next decade's donor. This is why your admissions team needs to meet with your student affairs team and your alumni team and get on the same page. Fran Zablocki talks about the concept of lifecyle relationship management, the challenges to achieving it, and the potential rewards if you can.

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  • Transcript

    • 1. LIFETIME ENGAGEMENT MANAGEMENTFran ZablockiProject Manager, mStonerJuly 27, 2012
    • 2. HI, I’M FRAN. Project Manager, mStoner Alumni Relations, SUNY GeneseoMarketing and Communications, Nazareth College Admissions, University at Buffalo Residential Life and Athletics, Nazareth College
    • 3. LIFETIME ENGAGEMENT MANAGEMENT?
    • 4. LIFETIME
    • 5. ITS ALL ABOUTRELATIONSHIPS
    • 6. LIFELONG RELATIONSHIPSDo I know you? ProspectYou have my attention. OpenI want to know more. InquiryWe should see more of each other. VisitorI swear Im only seeing you. ApplicantNo really, Im yours. EnrolleeI cant imagine being without you. Matriculant
    • 7. EMOTIONAL RELATIONSHIPSI laughed, I cried, you changed my life. GraduateThe world is hard. I need your help. Recent alumWe used to be so close. AlumYouve done so much, I want to return the favor. DonorI want others to experience what I have. Bequest
    • 8. THESE ARE PEOPLE Not just labels.
    • 9. WERE NOT SEEING EYE TO EYE
    • 10. PERSPECTIVE ONCONSTITUENTS
    • 11. OUTSIDE INSIDEMe. ProspectMe. OpenMe. InquiryMe. VisitorMe. ApplicantMe. EnrolleeMe. Matriculant
    • 12. OUTSIDE INSIDEMe. GraduateMe. AlumMe. DonorMe. Bequest
    • 13. PERSPECTIVE ON INSTITUTION
    • 14. OUTSIDE INSIDEMy University AdmissionsMy University Student LifeMy University BursarMy University Financial aidMy University AdvisingMy University AcademicsMy University Alumni
    • 15. MeMy University
    • 16. OneOne
    • 17. LIFELONG RELATIONSHIPLIFELONG REPUTATION
    • 18. THE CYCLE REPEATS
    • 19. STUDENTPARENTSTUDENT
    • 20. MANY LIFETIMES
    • 21. GENERATION LEGACYGENERATION
    • 22. LIFETIMEENGAGEMENT
    • 23. COMMUNICATIONPhone conversationView bookPlanned eventMail / Email MeBrochureTourWebsiteWord of Mouth
    • 24. COMMUNICATORAdmissions counselorPresidentSecretaryArea director MeMajor gifts officerTour guideWeb content managerPretty much anyone
    • 25. THE WEAKEST LINK
    • 26. SHARED REPUTATION Your audience doesn’t know who made it.
    • 27. Its everyones job, but its nobodys job.
    • 28. NO MOREUS vs. THEM
    • 29. Never assume that something isntyour job. It is always your job.You are part of team ‘university’and you represent the entireuniversity to everyone.
    • 30. GOALConsistency of Quality
    • 31. GOALConsistency of Message
    • 32. GOALConsistency of Data
    • 33. ULTIMATE GOALConsistency of Affinity Positive and Specific
    • 34. IS TECHNOLOGY THE SOLUTION?
    • 35. Most solutions still focus onone or two stages of the cycle.
    • 36. Examples:Inigral - Enrollment & RetentionEvertrue - AlumniiModules - Advancement & Fundraising
    • 37. Systems focused on the entire cycle are emerging Talisma - “Build Lifetime Relationships”
    • 38. SOLUTION: PEOPLE, THEN TECH
    • 39. PEOPLE TOOLS Brand and Messaging Guides TrainingOpen Communication and Collaboration
    • 40. LIFETIMEENGAGEMENTMANAGEMENT
    • 41. DISCONNECT AT THE TRANSITIONS
    • 42. ADMISSIONS STUDENT AFFAIRSALUMNI & DEVELOPMENT
    • 43. PROBLEM: SILOS OF AWARENESS
    • 44. PROBLEM: SILOS OF DATA
    • 45. SOLUTION:WE NEED TO CHANGE
    • 46. CHANGE FROM THE TOP DOWNRob Zinkan, Vice Chancellor for External Affairs, Indiana University East
    • 47. CHANGE FROM THE TOP DOWNChief Information Officer / Chief Web Officer
    • 48. CHANGE FROMTHE BOTTOM UP Starts WithYou.
    • 49. PROBLEM: SILOS OF AWARENESS
    • 50. START SMALL Have Coffee.
    • 51. START SMALLTell Someone What You Do.
    • 52. START SMALLHave Someone Tell You What They Do.
    • 53. THINK BIGAttend Another Department’s Meetings.
    • 54. THINK REALLY BIG Hybrid Employees.
    • 55. THINK REALLY BIG Holistic Training
    • 56. PROBLEM: SILOS OF DATA
    • 57. START SMALL Make a List.
    • 58. START SMALLIdentify What Data You Can Offer and Who Needs It.
    • 59. START SMALLIdentify What Data You Need and Who Could Offer It.
    • 60. THINK BIGInstitution - wide data definitions
    • 61. THINK REALLY BIG Single Lifetime System Identity
    • 62. THE POTENTIAL
    • 63. THE POTENTIAL Better Reputation
    • 64. THE POTENTIALMore strategic communications
    • 65. THE POTENTIAL More involved alumni
    • 66. THE POTENTIAL More successful fundraising
    • 67. THE THREATNot being ready for the coming higher ed apocalypse
    • 68. THE THREATDisconnected or Lost Relationships
    • 69. THE THREAT Upset Alumni
    • 70. THE THREATLess Donors and Donations
    • 71. THE THREATWeakened Reputation
    • 72. THE TAKEAWAYPut yourself in your audience’s shoes
    • 73. THE TAKEAWAYYour audience sees you as a single entity. Start acting like one!
    • 74. THE TAKEAWAY Work with admissions - every applicant is a future alumnus.Work with residential life - every sophomore is your next board member. Work with student affairs - every junior is your next major donor. Work with career services - every senior is your next alumni mentor.
    • 75. QUESTIONS?
    • 76. FURTHER RESOURCESMy Blog - www.franzablocki.com@zablockifran.zablocki@mstoner.comHigherEdLive.com - Lifecycle Marketing in Higher Edemchat.net - #18 - Student LifecycleRob Zinkan - universityadvancement.net

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