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.

1. June 2014
Salesforce
Higher
Education
Summit

2. Kent Hopkins, Vice Provost,
Enrollment Services
Leah Lommel, Assistant Vice
President, IT Development

3. Intro to ASU
The ASU Ideal Story
How we got to Salesforce
Establishing the Teams
Current Successes
Lessons Learned
Agenda

4. Intro to ASU

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. unique campuses
polytechnic
tempe
west
downtown phoenix

7. Progress Towards Achieving
the Vision 2020 Metrics

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

10. The Ideal Story

17. The Sun Devil Lifecycle
Current Practice

18. How we got to
Salesforce

19. 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

20. Use of CRM’s at ASU
Spring 2013

21. Salesforce Pillars

22. Establishing
the Teams

23. Salesforce Team Structure

24. 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

25. 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

26. Implementation Timeline

27. Implementation Timeline

28. Current Successes

29. Service Project
Enterprise-wide Vision

30. Integrated Context Sensitive Help

31. College articles
range from advising, career,
academics, college-specific
programs, and trainings, etc.
Articles

32. 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

33. 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

34. 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

35. Case Management
Email Initiated

36. 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

37. Coming in 10 days…Communities!

39. 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

40. 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

41. Relationships: Use of CRM’s at ASU
Spring 2013

42. Relationships

43. 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

45. - Email marketing (ExactTarget)
- Online giving (Fonteva)
- Memberships (Fonteva)
- Events (Fonteva)
- Online communities (Fonteva)
- Data management/CRM
ASUF/ASUAA iModules Conversion

46. Lessons Learned

47. 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

48. Questions?