HighRoad Solution-Avectra Case Study: Sigma Theta Tau International Honor Society of Nursing

1 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
NO TRIAGE
REQUIRED: HOW
STTI HONORS THE
TIME OF THEIR
MEMBERS & STAFF
Sheri Thompson, Tim Ringlespaugh, Frank Olvey, STTI
Ron McGrath, HighRoad Solution
Monday, March 3rd

the who, what, why
WE ARE STTI

3 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
STTI MEMBERSHIP
• National Honor Society of Nursing
• Over 130,000 active / 500,000 inactive
• 490 chapters in 85 countries
• 92% female, 8% male
• 35% of STTI members have advanced degrees
• 42% have more than 15 years experience
• 50% work in a hospital or multihospital setting

UNDERSTANDING THE MEMBERSHIP
42% of the people are over the age of 37
• they are busy & on the go!
• want information specific to their needs
50% work in a multi-hospital or hospital setting
• emails must use responsive design to meet the
needs of mobile members
• desired use of multiple emails to receive content so
that they can read based on location (hospital,
home, etc…)

STTI STAFF
C-Suite: total buy-in to evolve communications
Marketing Department:
• Longest tenured person on staff is 1 year
• Several team members less than 4 years in workforce
Information Technology/Web Department:
• Takes to heart the role of problem solver for the
organization
• “Owns” the data & history of digital communications
• Composed of a DBA, web developer, graphic designer
with UI design & development skills

1) WORKING ENVIRONMENT
How do you get new, non-technical staff and
inexperienced staff to understand your data
structure?
• Didn’t understand historical reasons for
segmentation choices (1500 segments)
• Didn’t understand data standards put in place for
netFORUM and why compliance is a good thing

2) WORKING ENVIRONMENT
How do you plan for resources in an environment in
which communications need to be created ad hoc & in
responsive to unexpected events & needs?
• Marketing under tremendous pressure to get out time
sensitive emails & would skip steps to send email
• Can’t abide to a standard calendar because dynamic
environment
• Marketing constantly asking IT for lists and needing
them ASAP!!!! NOW! ASAP! TODAY!

3) DATA CHALLENGES
How do you get a non-technical organization to
understand why data integrity is critical to long-term
organizational health?
• Departments would go directly to previous email
provider without any thought to data integrity; this
needed to stop!
• Record of authority? netFORUM!
• No additional data outside of netFORUM!

4) DATA CHALLENGES
How do you slice & manage so much data?
• Members/non-members were all getting emails!
• Little reporting, no metrics and understanding if
emails being sent were being effective
• Too many lists, no pre-built queries
• Marketing department couldn’t query without
coming to IT department

5) USER EXPERIENCE
• Members receive all emails regardless of interest
areas
• Members had multiple emails that they wanted to
use
• Lots of mistakes in globally opting out without
meaning to do so
• Emails that didn’t reformat to fit mobile devices
• Lack of personalization

6) BUSINESS ENVIRONMENT
• Didn’t understand why members were opting out of
email subscription
• Not enough insight into what members really want in
terms of topics of content
• Not enough emphasis on quality, just focus on quantity
• Need for metrics to understand efficacy
• Need new ways to upsell/cross-sell products & services
and receive donations in more automated fashion

mass improvement through
small innovations
SOLUTIONS

INNOVATIVE SOLUTIONS
1) Email Preference Center
2) Standardize Data:
 All Customer Sync
 Segmentation Syncs
 Dynamic Syncs
 Opt-Out Syncs
 Email Update Syncs
3) Dynamic & Relational Table Content to Reduce
Emails & Increase Targeting
4) Transactional Messaging

EMAIL PREFERENCE CENTER

How do we want to handle
global opt-outs?
CAN/SPAM

OPT-OUTS

OPT-OUTS
STTI (Sigma Theta Tau International)
STTI for Nursing
Nursing Knowledge International

OPT-OUTS

Let’s go beyond compliance
and focus on engagement
PREFERENCES

EMAIL PREFERENCES

DYNAMIC PREFERENCES

FLEXING

ONE PAGE APPLICATION

MULTIPLE EMAILACCOUNTS

RESPONSIVE

MEMBER FEEDBACK

Different ways to access their
email preference center
ENTRY POINTS

EMAIL FOOTER

WEBSITE AND EWEB

IWEB

STTI PAIN POINT

ALL CUSTOMER SYNC

SEGMENTATION SYNCS

SEGMENTATION SYNCS
By Chapter
By Chapter Annual Report
By Chapter Position
By Committees
By Country
By Donor
By Events (Attendees)

SEGMENTATION SYNCS
By Fund
By Mailing List
By Member Status
By Member Type
By Move Stage
By NKI Presence
By Product

DYNAMIC SYNCS

OPT-OUT SYNCS

EMAIL UPDATES SYNC

DYNAMIC CONTENT

RELATIONAL TABLE CONTENT

TRANSACTIONAL MESSAGES

Setup a workflow to call program code for each
invoice in NF
When a gift is entered and paid
The NF workflow is triggered and evaluates the
invoice. If there are gift totaling less than $30, a
transactional email is triggered
The transactional email will send back a response.
If there is a successful response, the
acknowledgement date is updated.

Setup a
workflow to
call program
code for
each invoice
in NF

When a gift is
entered and
paid
The NF
workflow is
triggered and
evaluates the
invoice. If
there are gift
totaling less
than $30, a
transactional
email is
triggered

The transactional email will send back a
response. If there is a successful response,
the acknowledgement date is updated.

Thank you for your time…
Q&A

HighRoad Solution-Avectra Case Study: Sigma Theta Tau International Honor Society of Nursing

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