Admissions and Athletics working together Hobsons University 2015

1. +
Admissions and Athletics working together

2. Overview
• Admissions/Athletics Silo Challenge
• University of Mary Washington Background
• Front Rush Background & System Features
• Hobsons/Front Rush Integration Functionality
• Importance of Standardizing Athletics:
The Wild Wild West of Athletic Data
• UMW Integration Process
• UMW Integration Decisions “Who to Integrate”, “What to
Integrate”
• Competitive Impact for UMW

3. The Story of the
Admissions/Athletics Silo
Divided Efforts
• Prospect population differences
• Inconsistent contact/communication
• Minimal Information sharing/lack of sticky
information: The Iceberg
• Modern Student behavior impact on silo

4. UMW Background
• One of Virginia’s most distinguished public
universities.
• Founded in 1908 as a state teacher’s college.
• In 1972, became independent from University of VA.
• In 2004, reflecting an expanded mission, became
university.
• Today, UMW is a selective, coeducational, public
university with a student population of just over
5,000.

5. UMW Background
• Enrollment Management Division added in 2014;
Associate Provost for Enrollment Management
position created.
• Spring 2014- implemented new customer
relationship management (CRM) system.
• UMW has 23 men’s and women’s NCAA Division III
teams for intercollegiate competition.
• UMW competes in the Capital Athletic Conference.
• Has been a Front Rush client since 2009.

6. UMW Athletics
• 3 Team NCAA Championships
• Final Four Appearances for 5 sports
• Over 290 All-Americans
• 12 Capital Athletic Conference All-Sports titles
• Top 25 yearly finish in the Learfield Director’s Cup
NCAA Division IIII National Standings

7. Front Rush Background
• Established 2006
• #1 Athletic CRM in the Country
• 850+ Colleges and Universities
• 16,000 Coaches
• 92% Retention Rate
• Relentless Innovation

16. Front Rush + Hobsons
Integration Functionality
Bi-Directional Integration
• Automatic Exchange of New Prospects
• Identification of Common Existing Prospects
• Broadened Scope of Information: “Sticky” Data Sharing
• Syncing of Status Updates

17. Athletic Data: The Wild Wild West
Data Sources
• Tournament Uploads, 3rd Party Recruiting Websites,
High School/Club Coach Questionnaires, Online
Recruit Questionnaires, Chrome Plug in for Gmail
Data Quality Practices
• Standardizing fields on Athletic inquiry forms
• Unifying inter-departmental terminology/language
• Installation of controlled data sets (dropdown vs. text)
• Camel Casing, Nickname Algorithm, Multi-Sport Merge
• Training, Training, Training

18. Taking the Plunge
How Much to Share
What to Share
Who are you dealing with

19. Population Controls “Who Travels”
• Minimum Criteria Selection
Home Address 1, City, State, Zip, Email Address,
Graduation Year/Entry Term,
• Source Selection Criteria
Athletic Source Codes- Import, Manual Entry, Online Form
Admissions Source Codes- Purchased Data, Application,
Other Conditions- Athletic Rating, Interest in Varsity Athletics

20. Data Selection “What Travels”
• What data is sent initially with new records
Biographic, demographic, Sport details
• What data should override
Once a student makes the trip only Athletic specific data is
sent to update Hobson's

23. Technical Connection
How do these system’s talk back & forth?
• Front Rush creates a .txt file sends it to Hobson's SFTP
• Front Rush configures data coming out of Athletics with
translations and controlled attributes
• Hobsons set’s up Known layout import and creates any
additional system fields
• Hobsons set’s up .csv export to SFTP (filter can be altered
by school)
• Front Rush picks up .csv file, translates values, maps
fields.

24. Why Integrate Athletics
• Opportunity to grow inquiry pool in Admissions
• Opportunity to work “smarter not harder”
• We had a mature relationship with Front Rush
• The data flow between the two systems met the
approval of our IT Staff
• The project plan was clear, concise and
manageable (feasible scope)

25. Keys to Integration
Enrollment Management Ethos
Must:
1. Be a shared responsibility
2. Integrate institutional planning
3. Focus on service
4. Include Key Performance Indicators (KPI)
5. Include research & evaluation

26. Keys to Integration
• Enrollment planning must unite:
o Undergraduate recruitment plans
o Graduate recruitment plans
o Athletic recruitment plans
o Out-of-state recruitment plans
o Marketing plans
o Retention plans
o International enrollment plans
o Academic Affairs strategic plans
o Academic college enrollment plans
o Diversity plans
o Financial Aid strategy

27. How UMW Bridged the Gap
Creating a Conversation & Common Ground
• Created a Diverse implementation committee
(decision makers, operations, coaches)
• Reviewed/discussed current policies
(Talked out the “why”)
• Documented process, decision tracking

28. How UMW Bridged the Gap
Implementation Committee
• AVP for Enrollment Management
• CRM Manager (Admissions)
• Director of Admissions
• Director of Athletics
• Associate Director of Athletics
• Interim Chief Information Officer
• ITS Admissions Liaison
• Field Hockey Coach

29. Front Rush + Hobsons
Integration Program
Project Plan
• Front Rush/UMW Design Process (4 one hour meetings)
• Front Rush/Hobsons Configuration/Known Layout Set Up
• Front Rush/UMW Testing

30. UMW Project Plan
Minimum Requirements for creating a record in
Hobsons
Sport Name, PlayerID, First Name, Last Name, Home
Address 1, City, State, Zip, Email Address, Entry Term
(derived from Graduation Year)
Population of prospects flowing from FR->Hobsons
Records created by coach and by form travel
automatically
Records created by import/3rd party need “Yes” in
Send to Admissions field

31. UMW Project Plan
Minimum Requirements for creating a record in Front
Rush
Sport Name, First Name, Last Name, Home Address 1,
City, State, Zip, Email Address, Entry Term
Population of prospects flowing from Hobsons->FR
Records with sport interest
Ruffalo Cody
SAT Sport Interest
UMW Inquiry Form

32. SportName, PlayerID
AdmissionPlayerID
CreateDate
Created By
Legal FirstName
Preferred Name
Middle Name
LastName
HomeAddress1
HomeAddress2
City, State, Zip
Country, Citizenship
CellPhoneNumber
ContactNumber
EmailAddress
GraduationYear
Gender
Entry Term
Date of Birth
High School
Student Type
Academic Interest
Priority Level
Send to Admissions
Coach Comment
Overnight Visit
Day Visit
IsArchived
Reason for Archive
Other College Attending
Twitter
May we text you?
Decision Ready Request

33. SportName, FRPlayerID
Hobsons ID,
AdmissionPlayerID
Hobsons CreateDate
Banner ID
Legal FirstName
Preferred Name
Middle Name
LastName
HomeAddress1,
HomeAddress2
City, State, Zip
Country, Citizenship
CellPhoneNumber,
ContactNumber
EmailAddress
GraduationYear, Entry Term
Date of Birth
High School
Student Type
Admissions Visit Date
Academic Interest
Admissions Academic
Interest
Applicant Type or Round,
Funnel Status
Admissions Decision
Apply Date, Current
Decision Date
Deposit Date
Application Received
High School Transcript
Received
Standardized Test Received
In-State Tuition Form
Received
Legacy Relationship
OfficialGPA, OfficialSAT,
OfficialACT,
OfficialClassRank
Merit Award 1, Merit Award 2
Admissions Home Address 1
& 2
Admissions City, State, Zip
Admissions Email Address
Admissions
CellPhoneNumber &
ContactNo
Gender

34. UMW Testing
Phase 1 New Records FR->Hobsons
Checking that the initial flow of information is showing up
accurately. Also validating dual sport athlete tagging
Phase 2 New/Return Records Hobsons->FR
Checking that the initial flow of information is showing up
accurately.
Phase 3 New Records FR->Hobsons
Sending records from each sport-validating all sport
codes

35. UMW Testing
Phase 4 Updated Records FR->Hobsons
Changing records to test design logic
Positive-changing Coach rating
Negative-changing Home Address
Phase 5 Hobsons->FR
Changing records to test design logic
Positive-changing Application Decision
Negative-changing Email Address

36. Front Rush view in Connect

37. Front Rush Folders for filters

38. Front Rush Daily Import Log

39. UMW Live Automation
• Front Rush to Hobsons Daily Scheduled 5:30am
New and Updated Records
• Hobsons to Front Rush Daily Scheduled 8:45am
New and Updated Records

40. UMW Stat’s
• Incoming class 975 vs last year 822
• 8,964 records flagged with ATH interest being sent to FR
daily
• 5900 freshman applications (largest in UMW’s history)
• 144 applications 1st source Athletics
• 42 of the Front Rush Applicants deposited

41. Competitive Impact
Improved Staff Efficiency
Accurate Information
Greater Depth/Breadth of Tipping Point Information
Coordinated Efforts-> Enhanced Work Flow

42. +
Kimberley Buster-Williams
kwilli23@umw.edu
Associate Provost for Enrollment Management
Jessica Critchlow
jcritchlow@frontrush.com
Chief Integration Officer