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Lifetime Engagement Management

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Fran Zablocki, mStoner strategist, and Rob Zinkan, Vice Chancellor for External Affairs at Indiana University East, discuss lifetime engagement management and lifecycle relationship systems in higher …

Fran Zablocki, mStoner strategist, and Rob Zinkan, Vice Chancellor for External Affairs at Indiana University East, discuss lifetime engagement management and lifecycle relationship systems in higher education. From the 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, student, alumnus or donor. When each stage of the relationship cycle is run 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, and that is why your admissions team needs to meet with your student affairs team and your alumni team and get on the same page. Hear from Rob’s first-hand experience as he and his team at Indiana tackle these challenges. If you’re interested in the big picture – how all the stages of the relationship between your audience and you are interconnected and interdependent – and want to take the next step for yourself and your school toward a holistic, inclusive approach to managing those relationships – you'll want to check out these slides.

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  • 1. LIFETIME RELATIONSHIPS AND ENGAGEMENTMANAGEMENT IN HIGHER EDUCATIONFran ZablockiNovember 7, 2012Strategist, mStonerRob ZinkanVice Chancellor, Indiana University East#LEMhigheredMonday, May 20, 13
  • 2. HI, I’M FRAN.Strategist & Project Manager, mStonerAlumni Relations, SUNY GeneseoMarketing and Communications, Nazareth CollegeUndergraduate Admissions, University at BuffaloResidential Life and Athletics, Nazareth CollegeMonday, May 20, 13
  • 3. HI, I’M ROB.Vice Chancellor for External Affairs, Indiana University East(10 years at Indiana University - 2 campuses)Assistant Dean for Advancement,Indiana University-Purdue University ColumbusUniversityAdvancement.netMonday, May 20, 13
  • 4. LIFETIME ENGAGEMENTMANAGEMENT?Monday, May 20, 13
  • 5. LIFETIMEMonday, May 20, 13
  • 6. ITS ALL ABOUTRELATIONSHIPSMonday, May 20, 13
  • 7. 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.InquiryProspectApplicantI cant imagine being without you.EnrolleeMatriculantVisitorOpenMonday, May 20, 13
  • 8. 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. BequestMonday, May 20, 13
  • 9. THE MISSION OF INDIANAUNIVERSITY EASTMonday, May 20, 13
  • 10. Advance the mission of the university by strengthening the university’sREPUTATIONRELATIONSHIPSRESOURCESMonday, May 20, 13
  • 11. THESE ARE PEOPLENot just labels.Monday, May 20, 13
  • 12. WERE NOT SEEINGEYETO EYEMonday, May 20, 13
  • 13. PERSPECTIVE ONCONSTITUENTSMonday, May 20, 13
  • 14. Me.InquiryProspectApplicantEnrolleeMatriculantVisitorOpenMe.Me.OUTSIDE INSIDEMe.Me.Me.Me.Monday, May 20, 13
  • 15. Me.Me. GraduateAlumMe. DonorBequestOUTSIDE INSIDEMe.Monday, May 20, 13
  • 16. PERSPECTIVE ON INSTITUTIONMonday, May 20, 13
  • 17. My UniversityBursarAdmissionsAdvisingAcademicsAlumniFinancial aidStudent LifeMy UniversityMy UniversityOUTSIDE INSIDEMy UniversityMy UniversityMy UniversityMy UniversityMonday, May 20, 13
  • 18. My UniversityMeMonday, May 20, 13
  • 19. OneOneMonday, May 20, 13
  • 20. LIFELONG RELATIONSHIPLIFELONG REPUTATIONMonday, May 20, 13
  • 21. THE CYCLE REPEATSMonday, May 20, 13
  • 22. STUDENTPARENTSTUDENTMonday, May 20, 13
  • 23. MANY LIFETIMESMonday, May 20, 13
  • 24. LEGACYGENERATIONGENERATIONMonday, May 20, 13
  • 25. LIFETIMEENGAGEMENTMonday, May 20, 13
  • 26. Phone conversationWord of MouthPlanned eventCOMMUNICATIONMail / EmailBrochureTourWebsiteMeView bookMonday, May 20, 13
  • 27. Admissions counselorPresidentSecretaryCOMMUNICATORArea directorMajor gifts officerTour guideWeb content managerMePretty much anyoneMonday, May 20, 13
  • 28. Monday, May 20, 13
  • 29. THE WEAKEST LINKMonday, May 20, 13
  • 30. SHARED REPUTATIONYour audience doesn’t know who made it.Monday, May 20, 13
  • 31. Its everyones job, but itsnobodys job.Monday, May 20, 13
  • 32. NO MOREUS vs.THEMMonday, May 20, 13
  • 33. Never assume that something isntyour job. It is always your job.You are part of team ‘university’and you represent the entireuniversity to everyone.Monday, May 20, 13
  • 34. GOALConsistency of QualityMonday, May 20, 13
  • 35. GOALConsistency of Customer ServiceMonday, May 20, 13
  • 36. GOALConsistency of MessageMonday, May 20, 13
  • 37. GOALConsistency of DataMonday, May 20, 13
  • 38. ULTIMATE GOALConsistency of AffinityPositiveSpecificActionableMonday, May 20, 13
  • 39. ARETHERETECHNOLOGY SOLUTIONS?Monday, May 20, 13
  • 40. Most solutions still focus onone or two stages of the cycle.Monday, May 20, 13
  • 41. Examples:Inigral - Enrollment & RetentionEvertrue - AlumniiModules - Advancement & FundraisingMonday, May 20, 13
  • 42. Systems focused on the entire cycle are emergingTalisma - “Build Lifetime Relationships”Monday, May 20, 13
  • 43. SOLUTION: PEOPLE,THENTECHMonday, May 20, 13
  • 44. PEOPLETOOLSBrand and Messaging GuidesTrainingOpen Communication and CollaborationMonday, May 20, 13
  • 45. LIFETIMEENGAGEMENTMANAGEMENTMonday, May 20, 13
  • 46. DISCONNECT ATTHETRANSITIONSMonday, May 20, 13
  • 47. ADMISSIONSSTUDENT AFFAIRSALUMNI & DEVELOPMENTMonday, May 20, 13
  • 48. PROBLEM: SILOS OF AWARENESSMonday, May 20, 13
  • 49. PROBLEM: SILOS OF DATAMonday, May 20, 13
  • 50. SOLUTION:WE NEEDTO CHANGEMonday, May 20, 13
  • 51. CHANGE FROMTHETOP DOWNMonday, May 20, 13
  • 52. Monday, May 20, 13
  • 53. CHANGE FROMTHETOP DOWNChief Information Officer / Chief Web OfficerMonday, May 20, 13
  • 54. CHANGE FROMTHE BOTTOM UPStarts With Each ofYou.Monday, May 20, 13
  • 55. PROBLEM: SILOS OF AWARENESSMonday, May 20, 13
  • 56. START SMALLHave Coffee.Monday, May 20, 13
  • 57. START SMALLTell Someone WhatYou Do.Monday, May 20, 13
  • 58. START SMALLHave SomeoneTellYou WhatThey Do.Monday, May 20, 13
  • 59. THINK BIGInternal Outreach and Knowledge SharingMonday, May 20, 13
  • 60. THINK BIGShared Ownership and SuccessMonday, May 20, 13
  • 61. THINK BIGAttend Another Department’s Meetings.Monday, May 20, 13
  • 62. THINK REALLY BIGHybrid Employees.Monday, May 20, 13
  • 63. THINK REALLY BIGHolistic Management PhilosophyHolisticTrainingMonday, May 20, 13
  • 64. PROBLEM: SILOS OF DATAMonday, May 20, 13
  • 65. START SMALLMake a List.Monday, May 20, 13
  • 66. START SMALLIdentify What DataYou Can Offer and Who Needs It.Monday, May 20, 13
  • 67. START SMALLIdentify What DataYou Need and Who Could Offer It.Monday, May 20, 13
  • 68. THINK BIGInstitution - wide data definitionsMonday, May 20, 13
  • 69. THINK REALLY BIGSingle Lifetime System IdentityMonday, May 20, 13
  • 70. THE POTENTIALMonday, May 20, 13
  • 71. THE POTENTIALBetter ReputationMonday, May 20, 13
  • 72. THE POTENTIALMore strategic communicationsMonday, May 20, 13
  • 73. THE POTENTIALMore involved alumniMonday, May 20, 13
  • 74. THE POTENTIALMore successful fundraisingMonday, May 20, 13
  • 75. THETHREATNot being ready for the coming higher ed apocalypseMonday, May 20, 13
  • 76. THETHREATDisconnected or Lost RelationshipsMonday, May 20, 13
  • 77. THETHREATUpset AlumniMonday, May 20, 13
  • 78. THETHREATLess Donors and DonationsMonday, May 20, 13
  • 79. THETHREATWeakened ReputationMonday, May 20, 13
  • 80. THETAKEAWAYPut yourself in your audience’s shoesMonday, May 20, 13
  • 81. THETAKEAWAYYour audience sees you as a single entity.Start acting like one!Monday, May 20, 13
  • 82. THETAKEAWAYWork 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.Monday, May 20, 13
  • 83. THANKS!QUESTIONS?Monday, May 20, 13
  • 84. FURTHER RESOURCESRob Zinkanuniversityadvancement.net@robzinkanrzinkan@iue.eduFran Zablockiwww.mstoner.comwww.eduniverse.orgwww.franzablocki.com@zablockifran.zablocki@mstoner.comHigherEdLive.com - Lifecycle Marketing in Higher Edemchat.net - #18 - Student LifecycleMonday, May 20, 13