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Cultivating Relationships with Parents & Counselors

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Using Hobsons Connect CRM for managing contact with parents and counselors of prospective students. …

Using Hobsons Connect CRM for managing contact with parents and counselors of prospective students.

First presented to San Diego State University on February 22, 2012.

Published in: Education, Technology

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  • 1. Strategic Recruitment with Hobsons:Cultivating Relationships withParents & CounselorsSan Diego State UniversityFebruary 22, 2012
  • 2. ObjectivesLearn to Manage Parent and CounselorRelationships in Hobsons Connect CRMKnow Your Required Data PointsConceptualize Communication PlansIdentify Community Stakeholders
  • 3. Counselors in the Connect CRM
  • 4. Counselors in the Connect CRM Manage Counselors as Contact Records Create Custom Contact & Navigator Views(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
  • 5. Counselors in the Connect CRM Interest Page Best-Practices 1. Keep It Short 2. Segment Counselor Professions 3. Identify Interest(s) 4. Alumni?(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
  • 6. Counselors in the Connect CRM Conceptualizing the Communication Plan Quarterly Connections Engagement Surveys Partners in Student Success(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
  • 7. Counselors in the Connect CRM •The Aztec Annual •WACAC Reception Counselor’s Kit •Matriculation Success Reports Spring Summer Winter Fall •SDSU Success •The Dean’s List: Summit CA’s Top College Counseling Programs(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
  • 8. Counselor Outreach Opportunity Counselor Registrants by State Texas California Illinois Connecticut Ohio Colorado New Jersey New York Minnesota(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
  • 9. Parents in the Connect CRM
  • 10. Parents in the Connect CRM Dear Creighton, We stumbled on a complex question today while working with E&I… …we started brainstorming ways to record parent data in our system, 1) give them their own contact record with Parent type; or 2) make their name & email address attributes of a student record. In order to create a tailored communication flow and allow parents the option of a VIP page, we think we need to do option 1 -- but we cant figure out how to link a parent to a student that way.(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
  • 11. Parents in the Connect CRM Example 1: A parent registers for an event on behalf of a student. We want the student to be registered with the parent counted as a guest, but we want the parent to receive confirmation emails. Example 2: We want to send a communication to parents of admitted students. So we need a way to know which parents belong to which students.(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
  • 12. Parents in the Connect CRM Parent Data in Student Contact Attributes (c) Copyright 2012 Hobsons, Inc. All rights reserved.(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied from Hobsons, permission from Hobsons, Inc. This document contains proprietary information and may not be copied without written permission without written Inc.
  • 13. Parents in the Connect CRM Communicate Utilizing Student Data Watched • Watch ‘FA STATUS’ to trigger W-2 Requests Attributes • Send email to Parent 1 if ‘FA STATUS’ = ‘Verification’ Filters Merged • “Dear {#Parent1FirstName#}, Your {#Son/Daughter#}... Attributes (c) Copyright 2012 Hobsons, Inc. All rights reserved.(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied from Hobsons, permission from Hobsons, Inc. This document contains proprietary information and may not be copied without written permission without written Inc.
  • 14. Parents in the Connect CRM Allows communication Only one Opt-Out; to parent(s) based on requires multichannel student record subscription practice attributes/activity Adds Parent No VIP Page available Registration to Parents Functionality to E&I(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
  • 15. Parents in the Connect CRM Conceptualizing the Communication Plan Promotion Transition Admission Enrollment Financial Aid(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
  • 16. Parents in the Connect CRM Identify Stakeholders Beyond Lifecycle Promotion Transition Admission Enrollment Financial Aid(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
  • 17. Parents in the Connect CRM Identify Stakeholders Beyond Lifecycle Success Transition Admission Enrollment Financial Aid(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
  • 18. Parents in the Connect CRM Identify Stakeholders Beyond Lifecycle Success Transition Advising Enrollment Financial Aid(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
  • 19. Parents in the Connect CRM Identify Stakeholders Beyond Lifecycle Success Transition Advising Enrollment Alumni(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
  • 20. Parents in the Connect CRM Identify Stakeholders Beyond Lifecycle Success Transition Advising Advancement Alumni(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
  • 21. Parents in the Connect CRM Identify Stakeholders Beyond Lifecycle Success Career Advising Services Advancement Alumni(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
  • 22. Parents in the Connect CRM(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
  • 23. Parents in the Connect CRM Timeline of Initial Parent/Student Discussion About College Selection Before his/her freshman year Junior Year 24.24% 31.76% Freshman Year 13.88% Sophomore Year 26.59%(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
  • 24. Parents in the Connect CRM Most Prominent Worries About Child at College(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
  • 25. Parents in the Connect CRM Desired Channels of Communication by Parents(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
  • 26. Parents in the Connect CRM Multiple Points of Entry for Data to Consider… Application for Admission System Interest Import or Pages Key Entry CRM(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
  • 27. Parents in the Connect CRM Interest Page Best-Practices 1. Collect Minimum Student Data 2. Offer Subscription for Multiple Parents 3. Gauge Student Level of Inquiry 4. Identify Parent Topic(s) of Interest 5. Alumni?(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
  • 28. Creighton Dent Highercomm.edublogs.orgClient Success Manager @highercommblog Slideshare.com/highercommHobsons Higher Education1000 Broadway, Suite 350Oakland, CA 94607 Linkedin.com/in/creightondent(510) 379-2227