Breaking Down the Silos: Lifetime Engagement

BREAK DOWNTHE SILOS
LIFETIME ENGAGEMENT
Fran Zablocki
June 5, 2013
Strategist, mStoner
Tuesday, June 11, 13

HI, I’M FRAN.
Strategist & Project Manager, mStoner
Alumni Relations, SUNY Geneseo
Marketing and Communications, Nazareth College
Undergraduate Admissions, University at Buffalo
Residential Life and Athletics, Nazareth College

LIFETIME ENGAGEMENT
MANAGEMENT?

WHAT’S IN A NAME?
Lifetime or Lifelong or Lifecycle
Relationship or Engagement

IT'S ALL ABOUT
RELATIONSHIPS

LIFELONG RELATIONSHIPS
You have my attention.
I want to know more.
We should see more of each other.
Do I know you?
I swear I'm only seeing you.
No really, I'm yours.
Inquiry
Prospect
Applicant
Enrollee
Visitor
Open

EMOTIONAL RELATIONSHIPS
The world is hard. I need your help.
We used to be so close.
I laughed, I cried, you changed my life.
Alum
Graduate
Recent alum
You've done so much, I want to return the favor. Donor
I want others to have this relationship. Bequest
I can't imagine being without you. Matriculant

THESE ARE PEOPLE
Not just labels.

NOT SEEING
EYETO EYE

DIFFERENT
PERSPECTIVES

PERSPECTIVE ON
CONSTITUENTS

Me
Inquiry
Prospect
Applicant
Enrollee
Visitor
OpenMe
Me
OUTSIDE INSIDE
Me
Me
Me

Me
Alumnus
Matriculant
Bequest
Donor
GraduateMe
Me
OUTSIDE INSIDE
Me
Me

PERSPECTIVE ON INSTITUTION

My University
Bursar
Admissions
Advising
Academics
Alumni
Financial aid
Student LifeMy University
My University
OUTSIDE INSIDE
My University
My University
My University
My University

My University
Me

LIFELONG RELATIONSHIP
LIFELONG REPUTATION

THE CYCLE REPEATS

STUDENT
PARENT
STUDENT

MANY LIFETIMES

LEGACY
GENERATION
GENERATION

INHERITED RELATIONSHIPS

LIFETIME
ENGAGEMENT

Phone conversation
Word of Mouth
Planned event
COMMUNICATION
Mail / Email
Brochure
Tour
Website
Me
Viewbook

Admissions counselor
President
Secretary
COMMUNICATOR
Area director
Major gifts ofﬁcer
Tour guide
Web content manager
Me
Pretty much anyone

THE WEAKEST LINK

SHARED REPUTATION
Your audience doesn’t know who made it.

It's everyone's job, but it's
nobody's job.

CHANGING
THE MINDSET

NO MORE
US vs.THEM

Never assume that something isn't
your job. It is always your job.
You are part of team ‘university’
and you represent the entire
university to everyone.

GOAL
Consistency of Quality

GOAL
Consistency of Message

GOAL
Consistency of Data

ULTIMATE GOAL
Consistency of Afﬁnity
Positive
Speciﬁc
Actionable
Measurable

ARETHERE
TECHNOLOGY SOLUTIONS?

CUSTOMER RELATIONSHIP
MANAGEMENT (CRM)

Most solutions still focus primarily on
one stage of the cycle.

Examples:
Inigral - Enrollment & Retention
Evertrue - Alumni
iModules - Alumni & Advancement

Systems focused on the entire cycle
are emerging.
Existing systems are expanding.

Examples:
Talisma - “Build Lifetime Relationships”
Varsity Outreach - Lifecycle focus
LinkedIn - Lifecycle career services
iModules - Enterprise edition

SOLUTION:
PEOPLE AND CULTURE,
THENTECHNOLOGY

PEOPLETOOLS
Open Communication and Collaboration
Brand & Style Guides
Content Strategy
Training

LIFETIME
ENGAGEMENT
MANAGEMENT

DISCONNECT ATTHE
TRANSITIONS

ADMISSIONS
STUDENT AFFAIRS
ALUMNI & DEVELOPMENT

PROBLEM: SILOS OF AWARENESS

PROBLEM: SILOS OF DATA

SOLUTION:
WE NEEDTO CHANGE

CHANGE FROM
THETOP DOWN
Rob Zinkan,Vice Chancellor, Indiana University East

CHANGE FROM
THETOP DOWN
Cabinet-Level Champion (CMO)

CHANGE FROM
THE BOTTOM UP
Starts With Each of Us

START SMALL
Have Coffee

START SMALL
Tell Someone WhatYou Do

START SMALL
Have SomeoneTellYou WhatThey Do

THINK BIG
Internal Outreach and Knowledge Sharing

THINK BIG
Shared Ownership and Success

THINK BIG
Attend Another Department’s Meetings

THINK REALLY BIG
Hybrid Employees

THINK REALLY BIG
Holistic ManagementTraining

THINK REALLY BIG
Collaborative Professional Development

START SMALL
Make a List

START SMALL
Identify What DataYou Can Offer and Who Needs It

START SMALL
Identify What DataYou Need and Who Could Offer It

THINK BIG
Institution - wide data deﬁnitions

THINK REALLY BIG
Single Lifetime System Identity

THINK REALLY BIG
As in, BIG DATA

Polymaps for alumni population density

Leveraging LinkedIn’s Big Data

THE POTENTIAL

THE POTENTIAL
Better Reputation

THE POTENTIAL
More strategic communications

THE POTENTIAL
More involved alumni

THE POTENTIAL
More successful fundraising

THETHREAT
Not being agile enough for the edupocalypse

THETHREAT
Disconnected or Lost Relationships

THETHREAT
Upset Alumni

THETHREAT
Less Donors and Donations

THETHREAT
Weakened Reputation

THETAKEAWAY
Put yourself in your audience’s shoes

THETAKEAWAY
Audiences see the institution as a single entity.
The institution needs to start acting like one!

THETAKEAWAY
Work with admissions - every applicant is a future alumnus.

THETAKEAWAY
Work with residential life - every sophomore could be a board member.

THETAKEAWAY
Work with student affairs - every junior is your next major donor.

THETAKEAWAY
Work with career services - every senior is an alumni mentor.

THETAKEAWAY
Work with parent relations - every family has a legacy.

THANKS!
QUESTIONS?

FURTHER RESOURCES
Fran Zablocki
www.franzablocki.com
www.mstoner.com
@zablocki
HigherEdLive.com - Lifecycle Marketing in Higher Ed
www.emchat.net - #18 - Student Lifecycle
www.eduniverse.org

Breaking Down the Silos: Lifetime Engagement

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