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LIFETIME ENGAGEMENT MANAGEMENTFran ZablockiProject Manager, mStonerJuly 27, 2012
HI, I’M FRAN.           Project Manager, mStoner       Alumni Relations, SUNY GeneseoMarketing and Communications, Nazaret...
LIFETIME ENGAGEMENT    MANAGEMENT?
LIFETIME
ITS ALL ABOUTRELATIONSHIPS
LIFELONG RELATIONSHIPSDo I know you?                       ProspectYou have my attention.               OpenI want to know...
EMOTIONAL RELATIONSHIPSI laughed, I cried, you changed my life.           GraduateThe world is hard. I need your help.    ...
THESE ARE PEOPLE     Not just labels.
WERE NOT SEEING   EYE TO EYE
PERSPECTIVE ONCONSTITUENTS
OUTSIDE   INSIDEMe.       ProspectMe.       OpenMe.       InquiryMe.       VisitorMe.       ApplicantMe.       EnrolleeMe....
OUTSIDE   INSIDEMe.       GraduateMe.       AlumMe.       DonorMe.       Bequest
PERSPECTIVE ON INSTITUTION
OUTSIDE         INSIDEMy University   AdmissionsMy University   Student LifeMy University   BursarMy University   Financia...
MeMy University
OneOne
LIFELONG RELATIONSHIPLIFELONG REPUTATION
THE CYCLE REPEATS
STUDENTPARENTSTUDENT
MANY LIFETIMES
GENERATION  LEGACYGENERATION
LIFETIMEENGAGEMENT
COMMUNICATIONPhone conversationView bookPlanned eventMail / Email         MeBrochureTourWebsiteWord of Mouth
COMMUNICATORAdmissions counselorPresidentSecretaryArea director          MeMajor gifts officerTour guideWeb content manager...
THE WEAKEST LINK
SHARED REPUTATION Your audience doesn’t know who made it.
Its everyones job, but its       nobodys job.
NO MOREUS vs. THEM
Never assume that something isntyour job. It is always your job.You are part of team ‘university’and you represent the ent...
GOALConsistency of Quality
GOALConsistency of Message
GOALConsistency of Data
ULTIMATE GOALConsistency of Affinity    Positive and Specific
IS TECHNOLOGY THE SOLUTION?
Most solutions still focus onone or two stages of the cycle.
Examples:Inigral - Enrollment & RetentionEvertrue - AlumniiModules - Advancement & Fundraising
Systems focused on the entire cycle are emerging     Talisma - “Build Lifetime Relationships”
SOLUTION: PEOPLE, THEN TECH
PEOPLE TOOLS     Brand and Messaging Guides              TrainingOpen Communication and Collaboration
LIFETIMEENGAGEMENTMANAGEMENT
DISCONNECT AT THE   TRANSITIONS
ADMISSIONS   STUDENT AFFAIRSALUMNI & DEVELOPMENT
PROBLEM: SILOS OF AWARENESS
PROBLEM: SILOS OF DATA
SOLUTION:WE NEED TO CHANGE
CHANGE FROM      THE TOP DOWNRob Zinkan, Vice Chancellor for External Affairs,            Indiana University East
CHANGE FROM    THE TOP DOWNChief Information Officer / Chief Web Officer
CHANGE FROMTHE BOTTOM UP   Starts WithYou.
PROBLEM: SILOS OF AWARENESS
START SMALL  Have Coffee.
START SMALLTell Someone What You Do.
START SMALLHave Someone Tell You What They Do.
THINK BIGAttend Another Department’s Meetings.
THINK REALLY BIG    Hybrid Employees.
THINK REALLY BIG    Holistic Training
PROBLEM: SILOS OF DATA
START SMALL   Make a List.
START SMALLIdentify What Data You Can Offer and Who Needs It.
START SMALLIdentify What Data You Need and Who Could Offer It.
THINK BIGInstitution - wide data definitions
THINK REALLY BIG Single Lifetime System Identity
THE POTENTIAL
THE POTENTIAL   Better Reputation
THE POTENTIALMore strategic communications
THE POTENTIAL  More involved alumni
THE POTENTIAL More successful fundraising
THE THREATNot being ready for the coming higher ed apocalypse
THE THREATDisconnected or Lost Relationships
THE THREAT  Upset Alumni
THE THREATLess Donors and Donations
THE THREATWeakened Reputation
THE TAKEAWAYPut yourself in your audience’s shoes
THE TAKEAWAYYour audience sees you as a single entity.          Start acting like one!
THE TAKEAWAY      Work with admissions - every applicant is a future alumnus.Work with residential life - every sophomore ...
QUESTIONS?
FURTHER RESOURCESMy Blog - www.franzablocki.com@zablockifran.zablocki@mstoner.comHigherEdLive.com - Lifecycle Marketing in...
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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 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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Lifetime engagement management

  1. 1. LIFETIME ENGAGEMENT MANAGEMENTFran ZablockiProject Manager, mStonerJuly 27, 2012
  2. 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. 3. LIFETIME ENGAGEMENT MANAGEMENT?
  4. 4. LIFETIME
  5. 5. ITS ALL ABOUTRELATIONSHIPS
  6. 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. 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. 8. THESE ARE PEOPLE Not just labels.
  9. 9. WERE NOT SEEING EYE TO EYE
  10. 10. PERSPECTIVE ONCONSTITUENTS
  11. 11. OUTSIDE INSIDEMe. ProspectMe. OpenMe. InquiryMe. VisitorMe. ApplicantMe. EnrolleeMe. Matriculant
  12. 12. OUTSIDE INSIDEMe. GraduateMe. AlumMe. DonorMe. Bequest
  13. 13. PERSPECTIVE ON INSTITUTION
  14. 14. OUTSIDE INSIDEMy University AdmissionsMy University Student LifeMy University BursarMy University Financial aidMy University AdvisingMy University AcademicsMy University Alumni
  15. 15. MeMy University
  16. 16. OneOne
  17. 17. LIFELONG RELATIONSHIPLIFELONG REPUTATION
  18. 18. THE CYCLE REPEATS
  19. 19. STUDENTPARENTSTUDENT
  20. 20. MANY LIFETIMES
  21. 21. GENERATION LEGACYGENERATION
  22. 22. LIFETIMEENGAGEMENT
  23. 23. COMMUNICATIONPhone conversationView bookPlanned eventMail / Email MeBrochureTourWebsiteWord of Mouth
  24. 24. COMMUNICATORAdmissions counselorPresidentSecretaryArea director MeMajor gifts officerTour guideWeb content managerPretty much anyone
  25. 25. THE WEAKEST LINK
  26. 26. SHARED REPUTATION Your audience doesn’t know who made it.
  27. 27. Its everyones job, but its nobodys job.
  28. 28. NO MOREUS vs. THEM
  29. 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. 30. GOALConsistency of Quality
  31. 31. GOALConsistency of Message
  32. 32. GOALConsistency of Data
  33. 33. ULTIMATE GOALConsistency of Affinity Positive and Specific
  34. 34. IS TECHNOLOGY THE SOLUTION?
  35. 35. Most solutions still focus onone or two stages of the cycle.
  36. 36. Examples:Inigral - Enrollment & RetentionEvertrue - AlumniiModules - Advancement & Fundraising
  37. 37. Systems focused on the entire cycle are emerging Talisma - “Build Lifetime Relationships”
  38. 38. SOLUTION: PEOPLE, THEN TECH
  39. 39. PEOPLE TOOLS Brand and Messaging Guides TrainingOpen Communication and Collaboration
  40. 40. LIFETIMEENGAGEMENTMANAGEMENT
  41. 41. DISCONNECT AT THE TRANSITIONS
  42. 42. ADMISSIONS STUDENT AFFAIRSALUMNI & DEVELOPMENT
  43. 43. PROBLEM: SILOS OF AWARENESS
  44. 44. PROBLEM: SILOS OF DATA
  45. 45. SOLUTION:WE NEED TO CHANGE
  46. 46. CHANGE FROM THE TOP DOWNRob Zinkan, Vice Chancellor for External Affairs, Indiana University East
  47. 47. CHANGE FROM THE TOP DOWNChief Information Officer / Chief Web Officer
  48. 48. CHANGE FROMTHE BOTTOM UP Starts WithYou.
  49. 49. PROBLEM: SILOS OF AWARENESS
  50. 50. START SMALL Have Coffee.
  51. 51. START SMALLTell Someone What You Do.
  52. 52. START SMALLHave Someone Tell You What They Do.
  53. 53. THINK BIGAttend Another Department’s Meetings.
  54. 54. THINK REALLY BIG Hybrid Employees.
  55. 55. THINK REALLY BIG Holistic Training
  56. 56. PROBLEM: SILOS OF DATA
  57. 57. START SMALL Make a List.
  58. 58. START SMALLIdentify What Data You Can Offer and Who Needs It.
  59. 59. START SMALLIdentify What Data You Need and Who Could Offer It.
  60. 60. THINK BIGInstitution - wide data definitions
  61. 61. THINK REALLY BIG Single Lifetime System Identity
  62. 62. THE POTENTIAL
  63. 63. THE POTENTIAL Better Reputation
  64. 64. THE POTENTIALMore strategic communications
  65. 65. THE POTENTIAL More involved alumni
  66. 66. THE POTENTIAL More successful fundraising
  67. 67. THE THREATNot being ready for the coming higher ed apocalypse
  68. 68. THE THREATDisconnected or Lost Relationships
  69. 69. THE THREAT Upset Alumni
  70. 70. THE THREATLess Donors and Donations
  71. 71. THE THREATWeakened Reputation
  72. 72. THE TAKEAWAYPut yourself in your audience’s shoes
  73. 73. THE TAKEAWAYYour audience sees you as a single entity. Start acting like one!
  74. 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. 75. QUESTIONS?
  76. 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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