Presentation from Salesforce.org Higher Ed Summit 2018 by: Angie Hall, University of Michigan. At the University of Michigan, we're taking things a step further than tracking admissions. Join this session to learn how we're using Salesforce and Marketing Cloud to empower incoming students in an entirely innovative, potentially life-changing way. Watch a recording of this presentation: https://youtu.be/7T5-_jXsHe0

1. First Year Experience using
Salesforce & Marketing Cloud
Angie Hall, Sr. System Analyst
University Career Center and Student Life
University of Michigan

2. Forward-Looking Statements

3. First Year Experience using
Salesforce & Marketing Cloud
Angie Hall, Sr. System Analyst
University Career Center and Student Life
University of Michigan

4. Student Life Salesforce History
Pitch
CRM &
Sessions
February Pitched Salesforce with George DiGiacomo
December Launch the Student Org
Sessions@Michigan API build started
2016
Spring/Summer Torrent Consulting
Fall September 1, FYE Kickoff
2017
Started Salesforce Vision
Sessions@Michigan was built by Tech Services.
2015
Go Live

5. My Pitch to Student Life

6. My Pitch to Student Life

7. Student Life Business Challenge
Dissimilar Systems and Data Sources Resulting In:
• Departments tracking students in different ways
• No cohesive student demographic data
• Inability to understand student interaction history
• Inability to connect emails or attendance directly to a system of record
• Lack of understanding regarding the engagement of 6000 plus incoming freshmen and
transfer students

8. University of Michigan – First Year Experience
The First Year Experience (FYE)
at Michigan helps students
connect with and navigate the many
programs, resources, and opportunities
available to them.
There are two required programs:
Relationship Remix
Workshop on relationships, sex and choice
Change It Up
Workshop on bystander intervention skills for the
purpose of building safe, inclusive, and respectful
communities.

9. Why Select First Year Experience as the Pilot?
Used Email Heavily
Sends by Residence Halls
Tracked Attendance for Multiple Programs
Needed Student Demographics

10. First Year Experience History Prior to Fall 2017
Freshman list from Housing
18 Residence Halls where workshops are held
MailChimp
Sessions@Michigan - event management
Attendance lists downloaded
Do Compares for attendance and emails
Long Nights
Demographic data from registrar by submitting
UMID’s from attendance
Extremely Painful Process!

11. First Year Experience History Coordinating Email Sends

12. First Year Experience Salesforce Pilot 2017
Sessions@Michigan API Built Winter 2017
Student Org setup in HEDA
Loaded Student and Housing data
Worked with Torrent Consulting, local Salesforce Partner
• Discovery Meetings
• Marketing Cloud Configuration and Setup
• Marketing Cloud Journey
• Reports and Dashboards

13. Report To Send “Invite By Residence Hall” Added to Campaign

14. First Year Experience Email In Marketing Cloud Content Builder

15. Salesforce Reports added to Marketing Cloud for Subscribers

16. Creating Marketing Cloud Journey

17. Set It and Forget It!
It’s a Beautiful Thing!

18. There you have it done!

19. Marketing Cloud Analytics

20. What Our Students See
The Register Box Sends them to Sessions@Michigan

21. Sessions@ Michigan

22. Sessions@Michigan API Syncing Programs

23. Attended Report

24. Contact Record “RELATED” Tab
Show’s history of campaigns attended by student

25. Dashboards

26. With Marketing Cloud & Salesforce
Storing student and housing allows us to:
• Provide reports by residence hall
• Sessions@Michigan API Records campaigns, registered and attended
• Reports by “registered” and “attended” for excludes
• Marketing Cloud Journey – Set it and forget it!
• Track attendance and adjust outreach efforts where needed
• Helps us to meet a Diversity, Equity and Inclusion (DEI) initiative
• First Generation Students
• Ethnicity
• Gender
• Etc.

27. First Year Experience - ROI
List of Freshman at 18 Residence Halls
• Sort list and send to marketing for email send
• 3 people doing this job
Downloading attendance data and doing
compares for reminders
• Repeat and rise of above
• Many long nights
Upload UMID’s to get student demographics
Freshman Demographics and Residence Halls
• Create reports attach to campaigns for Marketing
Cloud sends
• 1 person doing this job
Set it and Forget
• Reports run emails go out
Gained real-time views of students,
demographics, & interaction history
WIN Saved Over 40 hours of time using Salesforce and Marketing Cloud

28. Lessons Learned
We tracked “FYE” as a check box however, returning residence hall students
will be pulled due to this. Going forward using school year “FYE 2018-2019”
will resolve this issue.
Always use exclude - Misunderstanding on “first send” since we didn’t do an
exclude not knowing there was an special session, students received emails
they should not have.
New tool Campaign Combiner Free App from App Exchange will update
main campaign from sub campaigns.

29. Moving forward
Have all programs and events feed into Salesforce allowing:
• See outreach by division
• By unit
• Cross units
• Special populations such as First Gen
• Student engagement…
• Get API of student data not a manual load
• Continue working with Torrent Consulting
All Units
2018 – 2019 By April 1 All Units to use Sessions and July 1 getting Salesforce Licenses

30. Tracking Student Engagement
Client Record “Detailed Tab”
Points are added for:
• opening a message
• clicking on a link
• attending a program

31. Tracking Student Engagement
Dashboard form Engagement Scores
Frist Generation Students

32. We are not only able to see who we
ARE reaching
but more importantly who we ARE NOT