This document summarizes the University of Kentucky's implementation of Salesforce across multiple phases to integrate lifecycle data and improve recruitment, enrollment, alumni engagement, and philanthropic operations. Some key points: - UK conducted a market study and chose Salesforce for its flexibility and because it could integrate across existing systems. - Phase 1 focused on recruitment and included building out email marketing. It is on track to complete in April 2018. - Future phases will address graduate admissions and alumni/donor relationships. - Over 111 users are active now after moving from separate CRM systems to a centralized Salesforce model. - Integration of data from various sources like applications and transcripts is underway. -

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 + 16 HE Summit Attendees!
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
• VisitDays, E&I, Webforms, etc.
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