Using Hobsons Connect CRM for managing contact with parents and counselors of prospective students. First presented to San Diego State University on February 22, 2012.

1. Strategic Recruitment with Hobsons:
Cultivating Relationships with
Parents & Counselors
San Diego State University
February 22, 2012

5. Objectives
Learn to Manage Parent and Counselor
Relationships in Hobsons Connect CRM
Know Your Required Data Points
Conceptualize Communication Plans
Identify Community Stakeholders

6. Counselors in the Connect CRM

7. Counselors in the Connect CRM
Manage Counselors as Contact Records
Create Custom Contact & Navigator Views
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.

9. Counselors in the Connect CRM
Interest Page Best-Practices
1. Keep It Short
2. Segment Counselor Professions
3. Identify Interest(s)
4. Alumni?
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.

10. Counselors in the Connect CRM
Conceptualizing the Communication Plan
Quarterly
Connections
Engagement
Surveys
Partners in
Student Success
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.

11. Counselors in the Connect CRM
•The Aztec Annual •WACAC Reception
Counselor’s Kit •Matriculation
Success Reports
Spring Summer
Winter Fall
•SDSU Success •The Dean’s List:
Summit CA’s Top College
Counseling
Programs
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.

12. Counselor Outreach Opportunity
Counselor Registrants by State
Texas
California
Illinois
Connecticut
Ohio
Colorado
New Jersey
New York
Minnesota
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.

13. Parents in the Connect CRM

14. Parents in the Connect CRM
Dear Creighton,
We stumbled on a complex question today while working with E&I…
…we started brainstorming ways to record parent data in our system,
1) give them their own contact record with Parent type; or
2) make their name & email address attributes of a student record.
In order to create a tailored communication flow and allow parents the option of a VIP page,
we think we need to do option 1 -- but we can't figure out how to link a parent to a student
that way.
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.

15. Parents in the Connect CRM
Example 1: A parent registers for an event on behalf of a student. We want the
student to be registered with the parent counted as a guest, but we want the
parent to receive confirmation emails.
Example 2: We want to send a communication to parents of admitted students.
So we need a way to know which parents belong to which students.
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.

16. Parents in the Connect CRM
Parent Data in Student Contact Attributes
(c) Copyright 2012 Hobsons, Inc. All rights reserved.
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied from Hobsons, permission from Hobsons, Inc.
This document contains proprietary information and may not be copied without written permission without written Inc.

17. Parents in the Connect CRM
Communicate Utilizing Student Data
Watched
• Watch ‘FA STATUS’ to trigger W-2 Requests
Attributes
• Send email to Parent 1 if ‘FA STATUS’ = ‘Verification’
Filters
Merged
• “Dear {#Parent1FirstName#}, Your {#Son/Daughter#}...
Attributes
(c) Copyright 2012 Hobsons, Inc. All rights reserved.
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied from Hobsons, permission from Hobsons, Inc.
This document contains proprietary information and may not be copied without written permission without written Inc.

18. Parents in the Connect CRM
Allows communication Only one Opt-Out;
to parent(s) based on requires multichannel
student record subscription practice
attributes/activity
Adds Parent No VIP Page available
Registration to Parents
Functionality to E&I
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.

20. Parents in the Connect CRM
Conceptualizing the Communication Plan
Promotion
Transition Admission
Enrollment Financial Aid
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.

21. Parents in the Connect CRM
Identify Stakeholders Beyond Lifecycle
Promotion
Transition Admission
Enrollment Financial Aid
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.

22. Parents in the Connect CRM
Identify Stakeholders Beyond Lifecycle
Success
Transition Admission
Enrollment Financial Aid
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.

23. Parents in the Connect CRM
Identify Stakeholders Beyond Lifecycle
Success
Transition Advising
Enrollment Financial Aid
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.

24. Parents in the Connect CRM
Identify Stakeholders Beyond Lifecycle
Success
Transition Advising
Enrollment Alumni
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.

25. Parents in the Connect CRM
Identify Stakeholders Beyond Lifecycle
Success
Transition Advising
Advancement Alumni
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.

26. Parents in the Connect CRM
Identify Stakeholders Beyond Lifecycle
Success
Career
Advising
Services
Advancement Alumni
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.

27. Parents in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.

28. Parents in the Connect CRM
Timeline of Initial Parent/Student Discussion
About College Selection
Before his/her freshman year
Junior Year 24.24%
31.76%
Freshman Year
13.88%
Sophomore Year
26.59%
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.

29. Parents in the Connect CRM
Most Prominent Worries About Child at College
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.

30. Parents in the Connect CRM
Desired Channels of Communication by
Parents
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.

31. Parents in the Connect CRM
Multiple Points of Entry for Data to Consider…
Application
for
Admission
System
Interest
Import or
Pages
Key Entry
CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.

35. Parents in the Connect CRM
Interest Page Best-Practices
1. Collect Minimum Student Data
2. Offer Subscription for Multiple Parents
3. Gauge Student Level of Inquiry
4. Identify Parent Topic(s) of Interest
5. Alumni?
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.

36. Creighton Dent Highercomm.edublogs.org
Client Success Manager
@highercommblog
Slideshare.com/highercomm
Hobsons Higher Education
1000 Broadway, Suite 350
Oakland, CA 94607 Linkedin.com/in/creightondent
(510) 379-2227