Presentation from Salesforce.org Higher Ed Summit 2018 by: Tyler Gayheart, Office of Strategic Communication. The University of Kentucky is embarking on a lifecycle enterprise approach to our digital and constituency relationship management (CRM) by way of a Enterprise Level Agreement (ELA) with Salesforce.org with the intention to deploy Salesforce for prospect, current student, alumni and donor operations carrying out over a multi-year period. This session will cover the process for planning, acquiring and building a lifecycle approach to deploying Salesforce across the enterprise at the University of Kentucky. An overview of activities will be shared from the completed phases of the project and speak to how the institutions plans to transform the way they engage prospects, current students, donors, alumni of the University. Watch a recording of this presentation: https://youtu.be/8vKmN0oyIDM

1. Lifecycle Integration
with the University of
Kentucky
Tyler Gayheart, Director, Office of Strategic Communication

2. Recognition
Todd Brann, Ann Marie Kirk,
Adam Recktenwald, Smita Nair,
Randy Napier
Tylor Cornett, Jordan Adler,
Lisa Runion, Alex Mackey and
many more!

3. About the University of Kentucky
Founded in 1865 as the Agricultural and Mechanical College of Kentucky
Largest university in Kentucky
Land-grant institution 1 of 8 universities in US with agriculture, engineering, medicine and
pharmacy on a contiguous campus
Over 200 majors
8 NCAA Men’s Basketball Championships (IN THE 2018 SWEET 16!)
Home of the DanceBlue fundraiser/dance marathon to fight childhood cancer
600 Student Orgs
28 Top 10 National Rankings
16 Academic Colleges
On, On, U of K!

4. Multi-Year, Multi - Phased Approach
Phase 1 – Enrollment &
Recruitment
• Reimagine the recruitment
funnel
• Build best in-class email
• Establish Data Model
• Onboard recruitment &
enrollment staff
STATUS: On Track to
Complete April 2018
• 2nd UAT scheduled for
April/June
Phase 2/3 – Graduate
School
• Analyze application and
processing
• Email marketing and
engagement
• Extend data model into
graduate/professional records
STATUS: evaluating best
time for discovery and
October 2018 Implementation
Phase 2/3 – Alumni &
Philanthropy Operations
• CRM, Marketing, Events,
Dashboards, Communities, etc.
STATUS: Reviewing SOW and
determining next steps.
Connecting our Campus

5. Why Salesforce.org?
Conducted a Market Study
• We did our homework - evaluated almost every CRM on the market, across all verticals
• Met with partners/peer institutions
Shifting Approach to Recruitment & Retention
• Communication & Marketing to prospects and currently enrolled
• Closer attention to what is being sent and data driven outcomes
Create an Enterprise Engagement Layer
• Works across existing systems, structures and organizations
• Compliments current ERP/systems of records
Integration & Technical Partner
An investment in digital

6. How Far We’ve Come
Multiple CRM, ESP Events Management Institution
• Hobsons Connect, Retain, ApplyYourself
• Constant Contact, MailChimp
• CampusVisit
Decentralized Support/Training and Funding Structure
• Centralized model of support
• Over $350k year on CRM-like products
• Centralized funding for licenses
• Unit-centric responsibility for integration costs
Separate Standards and Best Practices
• Unifying branding
• Data standards and models
• Best Practices for strategic communication
Tug boat to an Ocean Liner

7. a term used in marketing to explain the bias
shown by customers towards certain
products because of a favorable experience
with other products made by the same
manufacturer or maker
ha·lo ef·fect

8. Preparing for Change
Executive Level & Stakeholder Sponsorship
• Provost & CIO Sponsored and endorsed
• Deans, Associate Deans and Directors
• Users, Communicators, Technical Stakeholders
Persist through the Halo Effect
• Take the opportunity to educate the misinformed
• Benefits and features
• Show rather than tell
Develop Internal Talent
• Find the standout and scaffold
• Set standards and train
• Leave Old Habits Behind
Train the Trainers
• Rely on super users
• Engage the communicator community
Build a Growth Culture
• Open Labs
• Center of Excellence
Smooth is Fast
• Attention to detail
• Test, test, test
• Listen to your users
• Crawl, Walk, Run
Integration, Testing and Deployment

9. Recognize small wins and minor milestones.
The Power of
Small Wins.

10. Where We Are
111 Active Users
• Stepwise, smart growth matched with university support and resources
User Acceptance & Training
• Open Labs, 1:1 trainings and focused user acceptance sessions
• Ownership by communication and marketing officers
Engagement Data
• Better understanding, institutionally for pairing engagement data to institutional data
Consolidation
• Consolidated CRMs, ESP’s, Event Management Platforms, as well as bad practices and data
models
Outcomes & ROI

13. Email Standardization

15. Mapping the Student Journey

16. Call Center

18. Visitor Center

19. Visitor Center

20. Visitor Center

23. Data Integration Data Architecture/Integration
•SAP HANA - data warehouse
•Multi-system data source integration:
•Undergraduate application
•Checklists
•StarRez (Housing/LLP)
•CSGold (Dining)
•Enrollment Data
•Transcripts
•FAFSA
•Visitor Operations
•Event Attendance
•Communication Logs
•LiveChat
•External RFI Sources
•Tagger (wip)
•OrgSync (wip)

24. Social Studio

25. Social Studio

26. Social Studio

27. Knowledgebase

28. Admissions Recruiter
Territory Management
• Managing territory events, visits and communication
High School and Counselor Relationship Management
• Managing the relationship with both the school and the counselor
Acting on Data
• Leveraging year over year data in Tableau and acting on the data within Salesforce
Tasks & Follow Up
• Utilizing tasks within call center and other mechanisms to drive action
Strategic Enrollment and Relationship Building

29. Building a Culture

30. Where to Next?
Continue our Phased Approach
• Alumni and Philanthropy Operations
• Graduate School Application & Communication Marketing
Evaluate Growth Potential and Integration
• How can the university be best served by Salesforce and its tools?
• Are we properly staffed? Enterprise System Integration?
• Deeper Data Integrations
Full Utilization & Back Office Solution
• LiveChat, Service Cloud, etc.
• Cross Unit Coordination/Collaboration
Our Path Forward

34. Graphic Assets
This is a small selection of creative assets.
For the complete PPT Graphic Resources Kit which
includes charts, how-tos, additional icons and photos of
devices and people cutout click here.

35. Badges and Banners
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Editable In PowerPoint Badges
Sale
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Service Marketing Community
Commerce App/IoT
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Anallytics

36. Official Characters: Astro
Astro
Poses
Astro On The
Trail/On the Go
Trailhead
Astro & Misc.
Use Characters Sparingly

37. Official Characters: Astro
Astro On
The Job
Astro
Shopping
Astro As
Yeti

38. Official Characters: Codey and Einstein
Salesforce brand characters
Codey the
Bear
Einstein

39. Official Characters: Appy, Earnie, Cloudy, Cody & SaaSy
Salesforce brand characters
Cloudy
SaaSy Groups
HootieAppy
Earnie the
Badger

40. These icons play a big part in
keeping things playful.
We’ve begun to use more line art in
our design for contrast against the
cartoon artwork direction.
If you choose line art, suggest being
consistent throughout your deck.
We’ve created a library on the
following page for most other use
cases.
These have been created to allow
you to change colors etc. directly in
PowerPoint
Iconography
Trailhead Line Art Icons

41. Healthcare
Rewards
Money &
Finance
Organization
Iconography
Extended Line Art Icon Library (Editable)
Essential
Elements
Socia
l
Additional
Industries
Sport
s
Transportation
GUI
Elements
Maps &
Navigation
Design &
Drawing
Productivity
Network &
Servers
Computers
& Tech
Marketing
Retail
Securit
y

42. iPadAir Vertical 2
iPhone7
iPadAir Horizontal 2
Galaxy 7
Tablets, Phones and Watches
Devices are to scale in relationship to one another, use this slide as a reference
Apple
Watch

43. Computers
Macbook Pro Retina Display
(Browser bar is removable)
Thunderbolt Monitor for Desktop
(Browser bar is removable)
Dell Laptop
Dell Monitor