1 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
NO TRIAGE
REQUIRED: HOW
STTI HONORS...
the who, what, why
WE ARE STTI
3 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
STTI MEMBERSHIP
• National Honor Society of Nursing
• Over 130,000 active / 5...
4 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
UNDERSTANDING THE MEMBERSHIP
42% of the people are over the age of 37
• they ...
5 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
STTI STAFF
C-Suite: total buy-in to evolve communications
Marketing Departmen...
the daily grind
CHALLENGES
7 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
1) WORKING ENVIRONMENT
How do you get new, non-technical staff and
inexperien...
8 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
2) WORKING ENVIRONMENT
How do you plan for resources in an environment in
whi...
9 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
3) DATA CHALLENGES
How do you get a non-technical organization to
understand ...
10 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
4) DATA CHALLENGES
How do you slice & manage so much data?
• Members/non-mem...
11 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
5) USER EXPERIENCE
• Members receive all emails regardless of interest
areas...
12 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
6) BUSINESS ENVIRONMENT
• Didn’t understand why members were opting out of
e...
mass improvement through
small innovations
SOLUTIONS
14 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
INNOVATIVE SOLUTIONS
1) Email Preference Center
2) Standardize Data:
 All C...
EMAIL
PREFERENCE
CENTER
16 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
EMAIL PREFERENCE CENTER
How do we want to handle
global opt-outs?
CAN/SPAM
18 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
OPT-OUTS
19 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
OPT-OUTS
STTI (Sigma Theta Tau International)
STTI for Nursing
Nursing Knowl...
20 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
OPT-OUTS
21 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
OPT-OUTS
22 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
OPT-OUTS
23 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
OPT-OUTS
24 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
OPT-OUTS
25 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
OPT-OUTS
Let’s go beyond compliance
and focus on engagement
PREFERENCES
27 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
EMAIL PREFERENCES
28 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
EMAIL PREFERENCES
29 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
EMAIL PREFERENCES
30 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
DYNAMIC PREFERENCES
31 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
FLEXING
32 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
FLEXING
33 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
ONE PAGE APPLICATION
34 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
MULTIPLE EMAILACCOUNTS
35 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
MULTIPLE EMAILACCOUNTS
36 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
MULTIPLE EMAILACCOUNTS
37 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
MULTIPLE EMAILACCOUNTS
38 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
MULTIPLE EMAILACCOUNTS
39 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
RESPONSIVE
40 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
MEMBER FEEDBACK
41 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
MEMBER FEEDBACK
42 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
MEMBER FEEDBACK
Different ways to access their
email preference center
ENTRY POINTS
44 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
EMAIL FOOTER
45 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
WEBSITE AND EWEB
46 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
IWEB
ALL
CUSTOMER
SYNC
48 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
STTI PAIN POINT
49 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
STTI PAIN POINT
50 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
ALL CUSTOMER SYNC
51 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
ALL CUSTOMER SYNC
SEGMENTATION
SYNCS
53 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
SEGMENTATION SYNCS
54 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
SEGMENTATION SYNCS
By Chapter
By Chapter Annual Report
By Chapter Position
B...
55 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
SEGMENTATION SYNCS
By Fund
By Mailing List
By Member Status
By Member Type
B...
DYNAMIC
SYNCS
57 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
DYNAMIC SYNCS
OPT-OUT
SYNCS
59 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
OPT-OUT SYNCS
EMAIL
UPDATES
SYNC
61 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
EMAIL UPDATES SYNC
DYNAMIC
CONTENT
63 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
DYNAMIC CONTENT
64 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
DYNAMIC CONTENT
65 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
DYNAMIC CONTENT
66 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
DYNAMIC CONTENT
RELATIONSHIP
TABLE
CONTENT
68 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
RELATIONAL TABLE CONTENT
69 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
RELATIONAL TABLE CONTENT
TRANSACTIONAL
MESSAGES
71 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
TRANSACTIONAL MESSAGES
72 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
TRANSACTIONAL MESSAGES
Setup a workflow to call program code for each
invoic...
73 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
TRANSACTIONAL MESSAGES
Setup a
workflow to
call program
code for
each invoic...
74 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
TRANSACTIONAL MESSAGES
When a gift is
entered and
paid
The NF
workflow is
tr...
75 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
TRANSACTIONAL MESSAGES
76 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
TRANSACTIONAL MESSAGES
The transactional email will send back a
response. If...
77 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
TRANSACTIONAL MESSAGES
78 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
TRANSACTIONAL MESSAGES
Thank you for your time…
Q&A
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HighRoad Solution-Avectra Case Study: Sigma Theta Tau International Honor Society of Nursing

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We presented with STTI at AUDC 14 in Orlando, Florida. Sigma Theta Tau International Honor Society of Nursing is an Avectra netFORUM Enterprise and HighRoad Solution Campaign eMail client.

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HighRoad Solution-Avectra Case Study: Sigma Theta Tau International Honor Society of Nursing

  1. 1. 1 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA NO TRIAGE REQUIRED: HOW STTI HONORS THE TIME OF THEIR MEMBERS & STAFF Sheri Thompson, Tim Ringlespaugh, Frank Olvey, STTI Ron McGrath, HighRoad Solution Monday, March 3rd
  2. 2. the who, what, why WE ARE STTI
  3. 3. 3 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA STTI MEMBERSHIP • National Honor Society of Nursing • Over 130,000 active / 500,000 inactive • 490 chapters in 85 countries • 92% female, 8% male • 35% of STTI members have advanced degrees • 42% have more than 15 years experience • 50% work in a hospital or multihospital setting
  4. 4. 4 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA UNDERSTANDING THE MEMBERSHIP 42% of the people are over the age of 37 • they are busy & on the go! • want information specific to their needs 50% work in a multi-hospital or hospital setting • emails must use responsive design to meet the needs of mobile members • desired use of multiple emails to receive content so that they can read based on location (hospital, home, etc…)
  5. 5. 5 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA STTI STAFF C-Suite: total buy-in to evolve communications Marketing Department: • Longest tenured person on staff is 1 year • Several team members less than 4 years in workforce Information Technology/Web Department: • Takes to heart the role of problem solver for the organization • “Owns” the data & history of digital communications • Composed of a DBA, web developer, graphic designer with UI design & development skills
  6. 6. the daily grind CHALLENGES
  7. 7. 7 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 1) WORKING ENVIRONMENT How do you get new, non-technical staff and inexperienced staff to understand your data structure? • Didn’t understand historical reasons for segmentation choices (1500 segments) • Didn’t understand data standards put in place for netFORUM and why compliance is a good thing
  8. 8. 8 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 2) WORKING ENVIRONMENT How do you plan for resources in an environment in which communications need to be created ad hoc & in responsive to unexpected events & needs? • Marketing under tremendous pressure to get out time sensitive emails & would skip steps to send email • Can’t abide to a standard calendar because dynamic environment • Marketing constantly asking IT for lists and needing them ASAP!!!! NOW! ASAP! TODAY!
  9. 9. 9 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 3) DATA CHALLENGES How do you get a non-technical organization to understand why data integrity is critical to long-term organizational health? • Departments would go directly to previous email provider without any thought to data integrity; this needed to stop! • Record of authority? netFORUM! • No additional data outside of netFORUM!
  10. 10. 10 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 4) DATA CHALLENGES How do you slice & manage so much data? • Members/non-members were all getting emails! • Little reporting, no metrics and understanding if emails being sent were being effective • Too many lists, no pre-built queries • Marketing department couldn’t query without coming to IT department
  11. 11. 11 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 5) USER EXPERIENCE • Members receive all emails regardless of interest areas • Members had multiple emails that they wanted to use • Lots of mistakes in globally opting out without meaning to do so • Emails that didn’t reformat to fit mobile devices • Lack of personalization
  12. 12. 12 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 6) BUSINESS ENVIRONMENT • Didn’t understand why members were opting out of email subscription • Not enough insight into what members really want in terms of topics of content • Not enough emphasis on quality, just focus on quantity • Need for metrics to understand efficacy • Need new ways to upsell/cross-sell products & services and receive donations in more automated fashion
  13. 13. mass improvement through small innovations SOLUTIONS
  14. 14. 14 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA INNOVATIVE SOLUTIONS 1) Email Preference Center 2) Standardize Data:  All Customer Sync  Segmentation Syncs  Dynamic Syncs  Opt-Out Syncs  Email Update Syncs 3) Dynamic & Relational Table Content to Reduce Emails & Increase Targeting 4) Transactional Messaging
  15. 15. EMAIL PREFERENCE CENTER
  16. 16. 16 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA EMAIL PREFERENCE CENTER
  17. 17. How do we want to handle global opt-outs? CAN/SPAM
  18. 18. 18 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA OPT-OUTS
  19. 19. 19 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA OPT-OUTS STTI (Sigma Theta Tau International) STTI for Nursing Nursing Knowledge International
  20. 20. 20 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA OPT-OUTS
  21. 21. 21 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA OPT-OUTS
  22. 22. 22 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA OPT-OUTS
  23. 23. 23 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA OPT-OUTS
  24. 24. 24 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA OPT-OUTS
  25. 25. 25 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA OPT-OUTS
  26. 26. Let’s go beyond compliance and focus on engagement PREFERENCES
  27. 27. 27 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA EMAIL PREFERENCES
  28. 28. 28 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA EMAIL PREFERENCES
  29. 29. 29 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA EMAIL PREFERENCES
  30. 30. 30 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA DYNAMIC PREFERENCES
  31. 31. 31 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA FLEXING
  32. 32. 32 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA FLEXING
  33. 33. 33 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA ONE PAGE APPLICATION
  34. 34. 34 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA MULTIPLE EMAILACCOUNTS
  35. 35. 35 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA MULTIPLE EMAILACCOUNTS
  36. 36. 36 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA MULTIPLE EMAILACCOUNTS
  37. 37. 37 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA MULTIPLE EMAILACCOUNTS
  38. 38. 38 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA MULTIPLE EMAILACCOUNTS
  39. 39. 39 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA RESPONSIVE
  40. 40. 40 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA MEMBER FEEDBACK
  41. 41. 41 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA MEMBER FEEDBACK
  42. 42. 42 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA MEMBER FEEDBACK
  43. 43. Different ways to access their email preference center ENTRY POINTS
  44. 44. 44 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA EMAIL FOOTER
  45. 45. 45 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA WEBSITE AND EWEB
  46. 46. 46 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA IWEB
  47. 47. ALL CUSTOMER SYNC
  48. 48. 48 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA STTI PAIN POINT
  49. 49. 49 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA STTI PAIN POINT
  50. 50. 50 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA ALL CUSTOMER SYNC
  51. 51. 51 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA ALL CUSTOMER SYNC
  52. 52. SEGMENTATION SYNCS
  53. 53. 53 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA SEGMENTATION SYNCS
  54. 54. 54 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA SEGMENTATION SYNCS By Chapter By Chapter Annual Report By Chapter Position By Committees By Country By Donor By Events (Attendees)
  55. 55. 55 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA SEGMENTATION SYNCS By Fund By Mailing List By Member Status By Member Type By Move Stage By NKI Presence By Product
  56. 56. DYNAMIC SYNCS
  57. 57. 57 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA DYNAMIC SYNCS
  58. 58. OPT-OUT SYNCS
  59. 59. 59 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA OPT-OUT SYNCS
  60. 60. EMAIL UPDATES SYNC
  61. 61. 61 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA EMAIL UPDATES SYNC
  62. 62. DYNAMIC CONTENT
  63. 63. 63 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA DYNAMIC CONTENT
  64. 64. 64 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA DYNAMIC CONTENT
  65. 65. 65 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA DYNAMIC CONTENT
  66. 66. 66 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA DYNAMIC CONTENT
  67. 67. RELATIONSHIP TABLE CONTENT
  68. 68. 68 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA RELATIONAL TABLE CONTENT
  69. 69. 69 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA RELATIONAL TABLE CONTENT
  70. 70. TRANSACTIONAL MESSAGES
  71. 71. 71 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA TRANSACTIONAL MESSAGES
  72. 72. 72 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA TRANSACTIONAL MESSAGES Setup a workflow to call program code for each invoice in NF When a gift is entered and paid The NF workflow is triggered and evaluates the invoice. If there are gift totaling less than $30, a transactional email is triggered The transactional email will send back a response. If there is a successful response, the acknowledgement date is updated.
  73. 73. 73 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA TRANSACTIONAL MESSAGES Setup a workflow to call program code for each invoice in NF
  74. 74. 74 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA TRANSACTIONAL MESSAGES When a gift is entered and paid The NF workflow is triggered and evaluates the invoice. If there are gift totaling less than $30, a transactional email is triggered
  75. 75. 75 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA TRANSACTIONAL MESSAGES
  76. 76. 76 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA TRANSACTIONAL MESSAGES The transactional email will send back a response. If there is a successful response, the acknowledgement date is updated.
  77. 77. 77 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA TRANSACTIONAL MESSAGES
  78. 78. 78 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA TRANSACTIONAL MESSAGES
  79. 79. Thank you for your time… Q&A

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