Presentation from Salesforce.org Higher Ed Summit 2017 by: Andre Zoldan from University of Michigan The Alumni Association of the University of Michigan (AAUM) developed a way to engage constituents with an email subscription center that dynamically presents relevant options based on their "persona" (e.g. membership status, geographic location, areas of interest, etc.). The subscription center framework was developed to be expandable to accommodate other teams across the university that continue to partner with AAUM for CRM and marketing needs. Several key CRM data points are stored in objects that are part of a large and complex managed package; this data was made accessible by the Marketing Cloud Subscription Center solution. Join this session to learn how leveraging Salesforce, Marketing Cloud, custom Visualforce pages, and the Marketing Cloud Connect Integration, AAUM was able to successfully build the framework and achieve these goals.

1. Leveraging Salesforce Data for a Custom
Marketing Cloud Subscription Center
Andre Zoldan, Senior Director of Technology, Alumni Association of the University of Michigan
Jonathan Maher, Director, Salesforce Architecture, Sierra-Cedar

2. FOR THOSE WHO LEAVE MICHIGAN, BUT
FOR WHOM MICHIGAN NEVER LEAVES.
580k alumni, 100k members, 100 clubs, 750 volunteers

3. Success and Connections Engage in Relevant Ways Membership Based
Inclusive
Targeted
Aspirational
Mentoring Powerhouse
Professional Development
Global Engagement
(local & online)
Volunteer Management
Travel & Camp
Help alumni be successful
in life after graduation
Help alumni stay connected
with each other and with the
University
About AAUM
Alumni Success and Alumni Connections

4. Enterprise CRM Strategy
Enterprise Service Bus
Marketing Cloud & Data Analytics
Recruit/Admit Faculty/Staff Alumni/Clients Other
Student
Org
Faculty
Org
Alumni
Org
Other
Org
DART PeopleSoft
Online Communities
Data
Warehouse
CRM X CRM Y

5. Partnerships with UM Units
Sales Cloud
Alumni Org
Blackbaud
Enterprise CRM
AAUM
Flint A/R
Engineering
Future A/R
Future A/R
Marketing Cloud
Enterprise
Integration with system of record

6. Technology Landscape
Salesforce for Higher Education
Data Analytics
Salesforce Marketing Cloud
Events Mgmt.

7. Marketing Cloud
Custom Subscription Center was created for three key reasons
• Align customer experience with AAUM’s engagement model
• Allow independent opt-outs for Business Unit (leveraging Marketing Cloud Connect)
• Support integration with UM system of record (Blackbaud)
Custom Object in Salesforce utilized for tracking subscription preferences
• Quick insight into all of a constituent’s subscriptions inside the CRM
• Ability to manage subscriptions within Sales Cloud
• Future development using the Salesforce toolset
• The potential for future expansion with Salesforce Communities
Benefits of a Custom Subscription Center

8. Dynamic Subscription Center
Based on the following criteria (AAUM and UM Partners)
• Membership status
• Regional club / community group
• Geographic location
• Communication preferences
• Simple and intuitive user experience
Features

9. Newsletters
Unit Specific Branding
Each Marketing Cloud
BU/UM-Partner requires
specific branding,
customizable layout and
content, features, advertising,
etc.

10. Newsletters
Unit Specific Preferences
Each Marketing Cloud
BU/UM-Partner requires the
ability to manage alumni
communication preferences –
aka custom subscription
center

11. Newsletters
Unit Specific Preferences
Each Marketing Cloud
BU/UM-Partner requires the
ability to manage alumni
communication preferences -
custom subscription center

12. Newsletters
Unit Specific Preferences
Each Marketing Cloud BU/UM-Partner manages customer communication
preferences in Sales Cloud, with data synchronization to the central data
warehouse

14. Custom Subscription Center
Dynamic Email lists - demo

15. Marketing Cloud Subscription Center
• Onboard additional campus partners
• Communication Preferences/Solicit codes integration with Blackbaud
• Build-out to include global UM communication center (including email, sms, phone, mail)
• Integration with Online Communities
Next steps

16. Questions/Answers