Presentation from Salesforce.org Higher Ed Summit 2018 by: Richard Conley (IT), Dawn Williams (UG Admissions), Marc Pellegrini (Streamline). UMass Lowell has been live with single instance Salesforce solution for a student one-stop, admissions, career services, and others. See how we implemented & are using HEDA while keeping the production org running. In this presentation we will: 1. Show you technically how we did it. What to watch for, how long it took, resources needed and what we would change. 2. Demonstrate how we leveraged the HEDA components including relationships & affiliations quickly with big impact for our campus 3. Share how we collaborated with internal offices and external partners to grow our data in the new structure 4. Highlight of results & lessons learned: what worked and what didn't. 5. What we expect for the future.

1. HEDA
Migration & Execution at
Enterprise Scale
Richard Conley, Director of Enterprise Applications (IT)
Dawn Williams, CRM Communications Specialist (UG Admissions)
Marc Pellegrini, Consultant (Streamline)

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3. Agenda
About UMass Lowell
Our Salesforce Environment
Why We Moved to HEDA
How We Moved to HEDA
Success Story: Undergraduate Admissions
Questions and Answers

4. About Us
2nd largest campus in the UMass System
• 18,000 Students
• $70M Research
• 100+ Bachelor; 40+ Masters; 30+ Doctorate
• 92,247 Living Alumni
Rankings are rising…
• US News - #156 Nationally
• US News - #80 Public University
• Pay scale - #66 ROI: Best Value Colleges
University of Massachusetts Lowell

5. Salesforce at UMass Lowell
Recruiting
and
Admissions
• Undergraduate
• Graduate
• Orientation
• Placement Testing
Hospitality and
Events
Student Affairs
Solution
Center
• Registrar
• Financial Aid
• Bursar/Billing
Student
Retention
• Re-Enrollment
Campaigns
• Early Alert Outreach
Single Salesforce Org
Campus IT Administered
Corporate
Partnerships
• Co-Op
Career Services
Information
Technology

6. Our Salesforce Environment
Single Salesforce Organization for All
Centralized IT Support Team
• Director; 2 PM’s; 1 Sys Admin; 1 Co-Op; and 1 PT Consultant
Scope
• 280 End-Users across a couple dozen departments
• 678K Contacts; 469K Cases; 545K Emails; and a partridge in a pear tree
Daily PeopleSoft ERP inbound integration of 3 million rows of data
Multiple 3rd Party Partners
• TargetX Recruitment Manager, Sumo Scheduling, DocuSign, Informatica Cloud, FormAssembly,
DemandTools, Conga, SMS Magic
Fun Facts and other things you should know….

7. Our Salesforce Environment
Bucket Accounts
• Sharing rules primarily based
off account
• Some contacts not shared
among users
Custom Fields
• Between TargetX package and
UML, many higher education
fields created and in use
across instance
UML Term Object & UML
Academic Structure Object
• Custom objects created to
have lookup relationships with
objects such as Contacts,
Inquiries, and Applications
• Academic Structure contained
all college, major, and
concentration combinations
• Used in 100+ web forms;
Reports and Dashboards;
Data Integrations
TargetX Relationship Object
• Common App provided
familial relationships captured
here
TargetX Enrollment History
• Used to capture schools a
student attended
• Only way contacts were
connected to a school
• PeopleSoft interfaces, data
loads, and web forms
populated the object
• Most recently added was
rolled up to the contact
Pre-HEDA Setup

8. HEDA at UML
Strategic Plan and Roadmap includes:
• Salesforce Advisor Link (SAL)
• Future salesforce.org and partner solutions built for HEDA
• Move closer to vision of a 360 degree, student-centric support system that improves student success
Move to a Standard and Commonly Defined Higher Ed Structure
• Retire 3rd party vendor HE objects and fields
• Retire UML home grown HE objects such as terms and academic structure
HEDA is pretty slick and has nice features to leverage
• Addressed gaps in functionality such as Relationship and Affiliations
• Non-technical trigger management
Why do it?

9. How UML Moved to HEDA

10. How We Moved to HEDA
Research
• HEDA Documentation
• HEDA Codebase
• Power of Us Hub
Create a Plan
• Perform migration in Sprints or Waterfall?
• In what order will Sprints take place?
• What objects need to be replaced?
• What new objects do we want to use?
• What fields will we use?
• Who will be impacted?
Tools
• Full sandbox
• Field Trip
• Force.com IDE
• Workbench
• Data loader
• GitHub
Preparation

11. How We Moved to HEDA
Sprints

12. How We Moved to HEDA
Install HEDA Package
Relationships
HEDA Fields
Affiliations
Terms
Academic Programs
Future Sprints
• Addresses
• Program Enrollments
• Courses, Course Offerings, Course Enrollments
The Sprints

13. How We Moved to HEDA
Background
• Get package installed into Production so sandbox refreshes would have HEDA.
Key Steps
• Turn everything OFF!
• Trigger Handlers
• Profiles
• HEDA Settings
• Test
Install HEDA Package

14. How We Moved to HEDA
Background
• Addressed the gap managing parents/guardians for recruiting
• Replaced TargetX Relationships with Contacts and Relationship junction object
Key Steps
• Reciprocal Settings
• Incoming data written to both old and new relationships objects
• Data loads
• Web forms (Form Assembly)
• Presented both objects to Admissions for testing (sandbox)
• Transition process in production
Relationships
Contact
Relationship
Related
Contact

15. How We Moved to HEDA
Key Steps
• Impact Analysis – Rules, Processes, Formulas, Apex, Page Layouts, Reports, Report Types, Field Level
Security, etc.
• Using Informatica performed a Salesforce to Salesforce job that took current values from existing
fields and updated new fields
• During transition both new and old field made visible to users. Naming convention indicated which
was the HEDA field. Data loads populated both fields. Transition allowed users to convert reports, etc.
HEDA Fields

16. How We Moved to HEDA
Background
• Replaced TargetX Enrollment History
• New concept for Corporate Relations Users
• Bucket Accounts to Administrative Accounts
• Sharing settings primarily based on Accounts
• Utilized Primary Affiliations
Key Steps
• Converted Enrollment History records into Affiliations
• Created Affiliation records for each Contact/Account (non-bucket)
• Create Admin Accounts and related each Contact to its Admin Account
• HEDA trigger turned off during conversion
Affiliations
Contact
Affiliation
Account

17. How We Moved to HEDA
UML Terms to HEDA Terms
• Very similar objects
• Impact Analysis – Rules, Processes, Formulas, Apex, Page Layouts, Reports, Report Types, Field Level
Security, etc.
UML Academic Structure to HEDA Academic Program (Account)
• Recreate fields on Account Object
• Affiliations
• Impact Analysis – Rules, Processes, Formulas, Apex, Page Layouts, Reports, Report Types, Field Level
Security, etc.
Terms and Academic Programs

18. How We Moved to HEDA
No rigid plan…adapted while other priority projects took precedent
Get in routine of monthly updates with stakeholders
Understand TDTM – how to manage HEDA triggers
Take inventory of all rules, processes, etc. that are affected by new fields and objects
Formulas – create new field for testing but rewrite old when ready for production
Lessons Learned

19. Resources
HEDA Documentation: https://powerofus.force.com/articles/Resource/Higher-Education-
Data-Architecture-HEDA-Documentation
HEDA Codebase: http://developer.salesforce.org/HEDAP/ApexDocumentation/index.html
Force.com IDE: https://developer.salesforce.com/page/Force.com_IDE
Workbench: https://workbench.developerforce.com/login.php
Salesforce Foundation GitHub Page: https://github.com/SalesforceFoundation/HEDAP
HEDA Trailhead: https://trailhead.salesforce.com/trails/highered_heda
Power of Us Hub User Groups – HEDA, HEDA Release Announcements

20. Success Stories
Undergraduate Admissions

21. Goal: Grow Value in Email
• High School student email ROI is low and decreasing
• Communication timing is shifting to younger students
• HEDA allows us to create student-centric communication plans that support multi-segment outreach
HEDA Challenges
• Adapting report types
• Understanding complex data (Parents, students)
• Creating new copy/personas
Impact
• Email program remains strong & continues to add value
• Engagement rates doubled – repurposed content holds greater value
• Email remains the most cost effective mass communication tool

22. Goal: Increase Qualified Applications
• Used relationships to influence application numbers
• Created a digital outreach program to a students support network
• Targeted parents & counselors of specific segments:
• Region
• Programs
• Affiliations
HEDA Challenges
• Organizing the data for campaign accessibility
• Data merge fields needed to be created
Impact
• Understood the content important to each segment
• 7.5% application growth for Fall 2018

23. Goal: Grow Prospect Pool & Segments
• Promoted Junior Preview Day to contacts at key Affiliations to gain specific new prospects
• Targeted administrators at key affiliations
• Captured student and parent data in one registration feeding into the new HEDA objects
HEDA Challenges
• Adapting forms for registration & nomination
• Communicating event registration and logistics
Impact
• Event 70% full without sending any emails direct to any student
• All registrants were new leads
• Captured an affiliations impact on engagement

24. Goal: Support Student Success
Coordinated with Family Programs and Financial Aid to create communications for student
support.
HEDA Challenges
• New data/segments with no champion – gets lost
• New communications take time
Impact
• Improved communications with families
• Expanded student support to their network
• Engaged families and high schools beyond face-to-face
• Delivered all data in one report

25. Goal: Support Growth of Internal Programs
• Used relationship and affiliation status to create list segments
• Improved opt-in based on customer type not program
• Available for other offices cross promotion of programs
(Graduate Programs, Continuing Education)
HEDA Challenges
• Legalities of data sharing
• New data
Impact
• TBD – Lists are available, tests happening, going slow

26. Undergraduate Admissions: Lessons Learned
No one will know what HEDA is and that is ok.
Have a HEDA lead (the Trailheads are helpful)
Take a team approach
Earn trust in data
Support growth
Lots of ideas

27. Questions and Answers