BLUEPRINT FOR HOBSONS CRM IMPLEMENTATION Presented by Linda Fossen and Christoper Flack Hobsons University 2015

2. BLUEPRINT FOR HOBSONS CRM
IMPLEMENTATION
July 29, 2015
LINDA FOSSEN, VP OF STUDENT SERVICES
CHRISTOPHER FLACK, CRM SPECIALIST
BELLINGHAM TECHNICAL COLLEGE
3028 LINDBERGH AVE
BELLINGHAM, WASHINGTON 98225
360-752-8300
LFOSSEN@BTC.CTC.EDU
CFLACK@BTC.CTC.EDU

3. Session Agenda

4. Icebreaker Questions:
1. What Hobsons CRM modules has/will/may my campus implement and when?
2. What top five lessons were learned during implementation?

5. Learning Objectives
• Learn how to select CRM wisely and with a defined purpose.
• Learn to include all stakeholders in selection and
implementation.
• Learn to identify and secure staff and find resources.
• Learn to secure top-level commitment.
• Learn how to form Hobsons team.
• Learn to value Continuous Quality Improvement.
• Learn to create implementation timeline and manage the
process.
• Learn to market internally and externally.
• Learn to train staff and students.
• Learn to collaborate with Hobsons.
• Learn to celebrate your success!

6. Bellingham Technical College (BTC) Mission:
Bellingham Technical College provides student-centered, high-quality
professional technical education for today’s needs and tomorrow’s
opportunities.
Demographics:
• Annual FTE: 2020
• Annual Headcount (14/15): 5127
• Location: NW Washington State
• Type: Technical College
• Retention Rate: 67% fall to fall
• Program Completion Rate: 42%
• Enrollment trend: 11% decline in FTE
in the last four years
• Current year (14/15) enrollment:
• Fall: up 5%
• Winter: up 7%
• Spring: up 9%

7. Hobsons Modules
Implementation
• Connect: June 2013 to July 2014
• Retain: March 2014 to July 2015
• AgileGrad: June 2014 to July 2015

8. Implementation Guiding
Principles
• Improve student recruitment, retention,
graduation, and job placement
• Include all stakeholders
• Structure a manageable pace and
order of modular implementation
• Articulate in Strategic Plan
• Identify and secure staff and funding
resources

9. Implementation Guiding
Principles
• Secure top level commitment
• Identify and use best practices
• Provide for both technology and
project management staff
• Commit to Continuous Quality
Improvement (CQI)
• Encourage creativity and innovation

10. Form Implementation Team
• Leadership Team Composition
• Chair: VP of Student Services,
Linda Fossen
• IT Technicians (2)
• Hobsons Guru: Customer Relations
Management Specialist,
Christopher Flack

11. Form Implementation Team
Work Group Leaders:
• Director of Admissions; Director of Advising
and Career Services; Confidential Admin.
Assistant; Dean of Prof Tech Education;
Associate Dean, General Ed, Academic
Transfer and Basic Skills
Other members:
• Director of Financial Aid; Director, Academic
and Basic Skills; WorkFirst Student Retention
Advisor; Director of Registration; and
centralized Advisors

12. Hobsons Subcommittees
• Connect and Retain communication build
subcommittees:
o Simultaneously had several sub-teams
analyzing present communication and
constructing a new email and text-
friendly flow
o Next Steps: redesign for chat/call
center
• AgileGrad curriculum plan subcommittee:
o Identified program curriculum by term
o Identified Institutional inconsistencies
and refined prerequisites
o Built out advising communications and
work flow

13. Develop Timeline and
Process Management
• Agree to be flexible and focused
o Implemented in order: Connect, Retain, and
AgileGrad
• Build in testing time
• Value nimbleness, responsiveness, and adaptation
to changing conditions
o E.g.: Changed Hobsons Guru in mid-project
o Additional training for new staff

14. Develop Timeline and
Process Management
• Discuss the advantages of the new
technology and opportunities for refining
traditional processes (e.g.: Early Alert)
• Look to the future (e.g.: PeopleSoft
implementation in two years)
• Embrace the unexpected and process
improvement opportunities (e.g.: Four
different database sources for
instructional programs in AgileGrad
implementation)
• Identify/visit/call Best Practice Hobsons
colleges/universities

15. Market Project Internally and
Build Institutional Buy-in
• Frequent updates to President’s Cabinet,
Enrollment Management Advisory Committee and
Instruction, Student Services, and Administrative
Services workgroups
• Inform faculty ahead of module launches and
provide training (e.g.: Early Alerts)
• Incorporate into annual Strategic Enrollment Plan
Attainment Report

16. Provide Continuous Training
• Established brown bag workshops to review and
discuss Hobsons training modules
• Brought in Whatcom Community College to
discuss their implementation of AgileGrad prior to
our implementation
• Utilized Tyler and Emily from Hobsons to present
webinars to BTC staff and administration
• Just in time training by our Hobsons Guru:
• Training of new leadership team and work
group members
• Meet with faculty to keep them informed

17. Collaborate with
Hobsons Team
• Communication, communication, communication (weekly
meetings)
• Agree on adjustments as soon as identified
• Negotiate respectfully
• Have fun!
• Treat them well when they visit campus!

18. BTC Results
• Improved enrollment in first year by 5% in the fall, 7% in
winter, and 9% in spring (-1% average in the state of
Washington)
• Improved recruitment, retention and graduation of students
• Redesigned marketing, advising and curriculum
management
• Unexpected outcomes:
• Business office utilization of CRM
• Foundation/Alumni planned use
• Utilization of “Current Events” for enrolled students (e.g.:
Advising workshops)
• Used Connect to inform students about new Admissions
Scholarship

19. Lessons Learned
• Important to have strong IT/Student
Services/Instruction partnerships at all levels
• Train, train, train
• Test, test, test
• Communicate, communicate, communicate
• Maintain a positive attitude
• Student success and access: focus on results
and mission
• Don’t forget the middle student
• Have fun!
• Celebrate your success!

20. In Review
Remember: High Tec and High
Touch
• Help one another
• Innovate
• Galvanize the village
• Have a plan!
• Test
• Expect Excellence
• Communicate
• Train
• Optimize resources
• Utilize Best Practices
• Collaborate
• Have fun!

21. Questions?