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Breaking Down Silos: Lifetime Engagement
 

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Breaking Down Silos: Lifetime Engagement Breaking Down Silos: Lifetime Engagement Presentation Transcript

  • BREAK DOWNTHE SILOSLIFETIME ENGAGEMENTFran ZablockiJune 5, 2013Strategist, mStonerTuesday, June 11, 13
  • HI, I’M FRAN.Strategist & Project Manager, mStonerAlumni Relations, SUNY GeneseoMarketing and Communications, Nazareth CollegeUndergraduate Admissions, University at BuffaloResidential Life and Athletics, Nazareth CollegeTuesday, June 11, 13
  • LIFETIME ENGAGEMENTMANAGEMENT?Tuesday, June 11, 13
  • WHAT’S IN A NAME?Lifetime or Lifelong or LifecycleRelationship or EngagementTuesday, June 11, 13
  • LIFETIMETuesday, June 11, 13
  • ITS ALL ABOUTRELATIONSHIPSTuesday, June 11, 13
  • LIFELONG RELATIONSHIPSYou have my attention.I want to know more.We should see more of each other.Do I know you?I swear Im only seeing you.No really, Im yours.InquiryProspectApplicantEnrolleeVisitorOpenTuesday, June 11, 13
  • EMOTIONAL RELATIONSHIPSThe world is hard. I need your help.We used to be so close.I laughed, I cried, you changed my life.AlumGraduateRecent alumYouve done so much, I want to return the favor. DonorI want others to have this relationship. BequestI cant imagine being without you. MatriculantTuesday, June 11, 13
  • THESE ARE PEOPLENot just labels.Tuesday, June 11, 13
  • NOT SEEINGEYETO EYETuesday, June 11, 13
  • DIFFERENTPERSPECTIVESTuesday, June 11, 13
  • PERSPECTIVE ONCONSTITUENTSTuesday, June 11, 13
  • MeInquiryProspectApplicantEnrolleeVisitorOpenMeMeOUTSIDE INSIDEMeMeMeTuesday, June 11, 13
  • MeAlumnusMatriculantBequestDonorGraduateMeMeOUTSIDE INSIDEMeMeTuesday, June 11, 13
  • PERSPECTIVE ON INSTITUTIONTuesday, June 11, 13
  • My UniversityBursarAdmissionsAdvisingAcademicsAlumniFinancial aidStudent LifeMy UniversityMy UniversityOUTSIDE INSIDEMy UniversityMy UniversityMy UniversityMy UniversityTuesday, June 11, 13
  • My UniversityMeTuesday, June 11, 13
  • OneOneTuesday, June 11, 13
  • LIFELONG RELATIONSHIPLIFELONG REPUTATIONTuesday, June 11, 13
  • THE CYCLE REPEATSTuesday, June 11, 13
  • STUDENTPARENTSTUDENTTuesday, June 11, 13
  • MANY LIFETIMESTuesday, June 11, 13
  • LEGACYGENERATIONGENERATIONTuesday, June 11, 13
  • INHERITED RELATIONSHIPSTuesday, June 11, 13
  • LIFETIMEENGAGEMENTTuesday, June 11, 13
  • Phone conversationWord of MouthPlanned eventCOMMUNICATIONMail / EmailBrochureTourWebsiteMeViewbookTuesday, June 11, 13
  • Admissions counselorPresidentSecretaryCOMMUNICATORArea directorMajor gifts officerTour guideWeb content managerMePretty much anyoneTuesday, June 11, 13
  • THE WEAKEST LINKTuesday, June 11, 13
  • SHARED REPUTATIONYour audience doesn’t know who made it.Tuesday, June 11, 13
  • Its everyones job, but itsnobodys job.Tuesday, June 11, 13
  • CHANGINGTHE MINDSETTuesday, June 11, 13
  • NO MOREUS vs.THEMTuesday, June 11, 13
  • Never assume that something isntyour job. It is always your job.You are part of team ‘university’and you represent the entireuniversity to everyone.Tuesday, June 11, 13
  • GOALConsistency of QualityTuesday, June 11, 13
  • GOALConsistency of MessageTuesday, June 11, 13
  • GOALConsistency of DataTuesday, June 11, 13
  • ULTIMATE GOALConsistency of AffinityPositiveSpecificActionableMeasurableTuesday, June 11, 13
  • ARETHERETECHNOLOGY SOLUTIONS?Tuesday, June 11, 13
  • CUSTOMER RELATIONSHIPMANAGEMENT (CRM)Tuesday, June 11, 13
  • Most solutions still focus primarily onone stage of the cycle.Tuesday, June 11, 13
  • Examples:Inigral - Enrollment & RetentionEvertrue - AlumniiModules - Alumni & AdvancementTuesday, June 11, 13
  • Systems focused on the entire cycleare emerging.Existing systems are expanding.Tuesday, June 11, 13
  • Examples:Talisma - “Build Lifetime Relationships”Varsity Outreach - Lifecycle focusLinkedIn - Lifecycle career servicesiModules - Enterprise editionTuesday, June 11, 13
  • SOLUTION:PEOPLE AND CULTURE,THENTECHNOLOGYTuesday, June 11, 13
  • PEOPLETOOLSOpen Communication and CollaborationBrand & Style GuidesContent StrategyTrainingTuesday, June 11, 13
  • LIFETIMEENGAGEMENTMANAGEMENTTuesday, June 11, 13
  • DISCONNECT ATTHETRANSITIONSTuesday, June 11, 13
  • ADMISSIONSSTUDENT AFFAIRSALUMNI & DEVELOPMENTTuesday, June 11, 13
  • PROBLEM: SILOS OF AWARENESSTuesday, June 11, 13
  • PROBLEM: SILOS OF DATATuesday, June 11, 13
  • SOLUTION:WE NEEDTO CHANGETuesday, June 11, 13
  • CHANGE FROMTHETOP DOWNRob Zinkan,Vice Chancellor, Indiana University EastTuesday, June 11, 13
  • Tuesday, June 11, 13
  • CHANGE FROMTHETOP DOWNCabinet-Level Champion (CMO)Tuesday, June 11, 13
  • CHANGE FROMTHE BOTTOM UPStarts With Each of UsTuesday, June 11, 13
  • PROBLEM: SILOS OF AWARENESSTuesday, June 11, 13
  • START SMALLHave CoffeeTuesday, June 11, 13
  • START SMALLTell Someone WhatYou DoTuesday, June 11, 13
  • START SMALLHave SomeoneTellYou WhatThey DoTuesday, June 11, 13
  • THINK BIGInternal Outreach and Knowledge SharingTuesday, June 11, 13
  • THINK BIGShared Ownership and SuccessTuesday, June 11, 13
  • THINK BIGAttend Another Department’s MeetingsTuesday, June 11, 13
  • THINK REALLY BIGHybrid EmployeesTuesday, June 11, 13
  • THINK REALLY BIGHolistic ManagementTrainingTuesday, June 11, 13
  • THINK REALLY BIGCollaborative Professional DevelopmentTuesday, June 11, 13
  • PROBLEM: SILOS OF DATATuesday, June 11, 13
  • START SMALLMake a ListTuesday, June 11, 13
  • START SMALLIdentify What DataYou Can Offer and Who Needs ItTuesday, June 11, 13
  • START SMALLIdentify What DataYou Need and Who Could Offer ItTuesday, June 11, 13
  • THINK BIGInstitution - wide data definitionsTuesday, June 11, 13
  • THINK REALLY BIGSingle Lifetime System IdentityTuesday, June 11, 13
  • THINK REALLY BIGAs in, BIG DATATuesday, June 11, 13
  • Polymaps for alumni population densityTuesday, June 11, 13
  • Leveraging LinkedIn’s Big DataTuesday, June 11, 13
  • THE POTENTIALTuesday, June 11, 13
  • THE POTENTIALBetter ReputationTuesday, June 11, 13
  • THE POTENTIALMore strategic communicationsTuesday, June 11, 13
  • THE POTENTIALMore involved alumniTuesday, June 11, 13
  • THE POTENTIALMore successful fundraisingTuesday, June 11, 13
  • THETHREATNot being agile enough for the edupocalypseTuesday, June 11, 13
  • THETHREATDisconnected or Lost RelationshipsTuesday, June 11, 13
  • THETHREATUpset AlumniTuesday, June 11, 13
  • THETHREATLess Donors and DonationsTuesday, June 11, 13
  • THETHREATWeakened ReputationTuesday, June 11, 13
  • THETAKEAWAYPut yourself in your audience’s shoesTuesday, June 11, 13
  • THETAKEAWAYAudiences see the institution as a single entity.The institution needs to start acting like one!Tuesday, June 11, 13
  • THETAKEAWAYWork with admissions - every applicant is a future alumnus.Tuesday, June 11, 13
  • THETAKEAWAYWork with residential life - every sophomore could be a board member.Tuesday, June 11, 13
  • THETAKEAWAYWork with student affairs - every junior is your next major donor.Tuesday, June 11, 13
  • THETAKEAWAYWork with career services - every senior is an alumni mentor.Tuesday, June 11, 13
  • THETAKEAWAYWork with parent relations - every family has a legacy.Tuesday, June 11, 13
  • THANKS!QUESTIONS?Tuesday, June 11, 13
  • FURTHER RESOURCESFran Zablockiwww.franzablocki.comwww.mstoner.com@zablockiHigherEdLive.com - Lifecycle Marketing in Higher Edwww.emchat.net - #18 - Student Lifecyclewww.eduniverse.orgTuesday, June 11, 13