June 2014
Salesforce
Higher
Education
Summit
Kent Hopkins, Vice Provost,
Enrollment Services
Leah Lommel, Assistant Vice
President, IT Development
Intro to ASU
The ASU Ideal Story
How we got to Salesforce
Establishing the Teams
Current Successes
Lessons Learned
Agenda
Intro to ASU
Arizona State University has developed a new model
for the American Research University, creating an
institution that is c...
unique campuses
polytechnic
tempe
west
downtown phoenix
Progress Towards Achieving
the Vision 2020 Metrics
42,877 45,430 46,670 48,955 50,755 51,311 53,298 54,277 56,562 58,404 59,382 62,089
12,614
12,113 11,486
12,078
12,523 13,...
The Ideal Story
The Sun Devil Lifecycle
Current Practice
How we got to
Salesforce
19
We knew we had to find a way to
capture all the relationships someone
has with the Institution.
The only real source of...
Use of CRM’s at ASU
Spring 2013
Salesforce Pillars
Establishing
the Teams
Salesforce Team Structure
Prioritize Constituent (when multiple, what takes priority)
-  Ex. John Doe
1.  Current Student – Masters of Psychology
2....
Constituent Owning Area
Prospect Undergrad EMAC, Colleges or UGA?
Prospect Grad Graduate College or Colleges?
Donors/Found...
Implementation Timeline
Implementation Timeline
Current Successes
Service Project
Enterprise-wide Vision
Integrated Context Sensitive Help
College articles
range from advising, career,
academics, college-specific
programs, and trainings, etc.
Articles
Gathering feedback
from students to help improve
articles and build kb
Articles approval process
ensuring accuracy, consis...
Service: Knowledge Base
Total Article Views = 491,435
Knowledge Users = 112
Articles Created = 372
Also tracking:
-  Searc...
Benefits of moving from public folder to Salesforce for
email, and eventually web, phone, manual, chat are
these opportuni...
Case Management
Email Initiated
Service: Case Management
Launched May 5th
Total Closed Cases = 7,613
Open Cases = 225
Also tracking:
-  Status of open cas...
Coming in 10 days…Communities!
Recruitment
Recruitment
Management
-  Lead Management &
scoring
-  Territory assignment
-  Managing data flow from
ERP int...
Recruitment
RFI Form
integration
-  Integrating Request for
Information forms with
Salesforce
-  De-duplication in intake
...
Relationships: Use of CRM’s at ASU
Spring 2013
Relationships
System Annual Volume
AMDF 3.5 million
Blackboard 4.5 million
Bronto 1.25 million
Constant Contact Unknown
Databank 35 thou...
- Email marketing (ExactTarget)
- Online giving (Fonteva)
- Memberships (Fonteva)
- Events (Fonteva)
- Online communities ...
Lessons Learned
Lessons Learned
-  Contract: Knowing your users
-  Enterprise: Better for the whole, slower for the few
-  Keep it Simple:...
Questions?
Arizona State University Presentation
Arizona State University Presentation
Arizona State University Presentation
Arizona State University Presentation
Arizona State University Presentation
Arizona State University Presentation
Arizona State University Presentation
Arizona State University Presentation
Arizona State University Presentation
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Arizona State University Presentation

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Explore with ASU how we look toward our community outreach of our K-12 programs through our recruitment process, service to our current students and long-term affinity of our alumni, visitors and events to build on our mission and realize the potential of connections that our experimentation with Salesforce is enabling.

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Arizona State University Presentation

  1. 1. June 2014 Salesforce Higher Education Summit
  2. 2. Kent Hopkins, Vice Provost, Enrollment Services Leah Lommel, Assistant Vice President, IT Development
  3. 3. Intro to ASU The ASU Ideal Story How we got to Salesforce Establishing the Teams Current Successes Lessons Learned Agenda
  4. 4. Intro to ASU
  5. 5. Arizona State University has developed a new model for the American Research University, creating an institution that is committed to excellence, access and impact. ASU measures itself by those it includes, not by those it excludes, and how they succeed. ASU pursues research that contributes to the public good, and ASU assumes major responsibility for the economic, social and cultural vitality of the communities that surround it. New American University
  6. 6. unique campuses polytechnic tempe west downtown phoenix
  7. 7. Progress Towards Achieving the Vision 2020 Metrics
  8. 8. 42,877 45,430 46,670 48,955 50,755 51,311 53,298 54,277 56,562 58,404 59,382 62,089 12,614 12,113 11,486 12,078 12,523 13,083 13,784 13,787 13,878 13,850 13,996 14,682 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 100,000 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Graduate Undergraduate Arizona State UniversityTotal Enrollment Fall 2002 to Fall 2013 55,491 57,543 58,156 61,033 63,278 64,394 67,082 68,064 70,440 72,254 73,378 76,771
  9. 9. The Ideal Story
  10. 10. The Sun Devil Lifecycle Current Practice
  11. 11. How we got to Salesforce
  12. 12. 19 We knew we had to find a way to capture all the relationships someone has with the Institution. The only real source of competitive advantage is the one that can survive technology disruptions - your relationships with students, their influencers, and community constituents. How We Got Here
  13. 13. Use of CRM’s at ASU Spring 2013
  14. 14. Salesforce Pillars
  15. 15. Establishing the Teams
  16. 16. Salesforce Team Structure
  17. 17. Prioritize Constituent (when multiple, what takes priority) -  Ex. John Doe 1.  Current Student – Masters of Psychology 2.  Parent – of Billy Doe undergraduate prospect 3.  Athletics ticket holder -  Define ownership of data -  Facilitate Data Sharing rules (contacts, dictionaries) 24 Data Governance
  18. 18. Constituent Owning Area Prospect Undergrad EMAC, Colleges or UGA? Prospect Grad Graduate College or Colleges? Donors/Foundation Foundation Office Alumni Alumni Office Parent Foundation, EMAC, Parents Assoc.? Current Student Registrar or Everyone?? College Colleagues (Other Universities/Partners) Colleges, OKED? Companies/Corporations (Career/Research/Foundation) OKED CEC (Named Facilitator) Interested Parties (Other, Ticket Holders) Athletics, Gammage Continuing Education (AECP) ASU Online (Named Facilitator) Constituent Groups
  19. 19. Implementation Timeline
  20. 20. Implementation Timeline
  21. 21. Current Successes
  22. 22. Service Project Enterprise-wide Vision
  23. 23. Integrated Context Sensitive Help
  24. 24. College articles range from advising, career, academics, college-specific programs, and trainings, etc. Articles
  25. 25. Gathering feedback from students to help improve articles and build kb Articles approval process ensuring accuracy, consistency, and professionalism Other metrics Showing what keywords are searched, searched and not found Quality of Articles
  26. 26. Service: Knowledge Base Total Article Views = 491,435 Knowledge Users = 112 Articles Created = 372 Also tracking: -  Search terms used -  Search terms used/not found -  Article popularity -  Article feedback -  Articles with upcoming expiration dates -  Knowledge user activity -  Amount of new articles published
  27. 27. Benefits of moving from public folder to Salesforce for email, and eventually web, phone, manual, chat are these opportunities Salesforce actions are automatic & instant Within Salesforce, service providers able to collaborate, transfer, resolve, and respond to student cases Case Management
  28. 28. Case Management Email Initiated
  29. 29. Service: Case Management Launched May 5th Total Closed Cases = 7,613 Open Cases = 225 Also tracking: -  Status of open cases -  Close Status (resolved, self resolved, customer unresponsive, etc.) -  Cases by team within functional unit -  KB articles used in case resolution
  30. 30. Coming in 10 days…Communities!
  31. 31. Recruitment Recruitment Management -  Lead Management & scoring -  Territory assignment -  Managing data flow from ERP into Salesforce -  Calling campaigns -  Integration with telephony -  3rd party List imports -  De-duplication strategy Marketing and Communications -  Managed communications via email, social media, and texting campaigns -  Dynamic content in communication campaigns -  Tracking what is sent -  Identifying open rates on communications -  Drip marketing Event Management -  Recruitment focused event registration -  Managing visits and tours of ASU campuses -  Identifying prospective leads from event management -  Automated check in processes -  Communications with event registrants Blue = Currently live for Graduate White = Live in December Gold = Live in June
  32. 32. Recruitment RFI Form integration -  Integrating Request for Information forms with Salesforce -  De-duplication in intake process -  Validating data -  Identifying lead source Case Management and Support -  Flow of cases & support for prospective students in admissions cycle -  High degree of responsiveness & accountability for supporting -  High touch, white glove support Reporting and Analytics -  Measuring ROI for campaigns -  Reporting on recruitment and admissions funnel -  Measuring case management responsiveness Blue = Currently live for Graduate White = Live in December Gold = Live in June
  33. 33. Relationships: Use of CRM’s at ASU Spring 2013
  34. 34. Relationships
  35. 35. System Annual Volume AMDF 3.5 million Blackboard 4.5 million Bronto 1.25 million Constant Contact Unknown Databank 35 thousand iModules 38.3 million Lyris 1.2 million MailChimp 2.5 million PeopleSoft 2.8 million SilverPop 11.3 million Exchange Unknown PacMail 26 million 13+ separate email systems for blast communications 91 mil. emails sent annually Email Communication Today
  36. 36. - Email marketing (ExactTarget) - Online giving (Fonteva) - Memberships (Fonteva) - Events (Fonteva) - Online communities (Fonteva) - Data management/CRM ASUF/ASUAA iModules Conversion
  37. 37. Lessons Learned
  38. 38. Lessons Learned -  Contract: Knowing your users -  Enterprise: Better for the whole, slower for the few -  Keep it Simple: Having no service system to something doesn’t mean you over engineer -  Invest in your People: More training for more people -  Partners: Use consultants, colleagues and the foundation for help -  Dedicated workspace -  Data Governance early: Staff it appropriately -  Security Provisioning -  Identity Management: Source of data
  39. 39. Questions?

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