lifetime engagement management
TRANSCRIPT
LIFETIME ENGAGEMENT MANAGEMENT
Fran Zablocki
July 27, 2012
Project Manager, mStoner
HI, I’M FRAN.
Project Manager, mStoner
Alumni Relations, SUNY Geneseo
Marketing and Communications, Nazareth College
Admissions, University at Buffalo
Residential Life and Athletics, Nazareth College
LIFETIME ENGAGEMENT MANAGEMENT?
LIFETIME
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
I can't imagine being without you.
Enrollee
Matriculant
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 experience what I have. Bequest
THESE ARE PEOPLE
Not just labels.
WE'RE NOT SEEING EYE TO EYE
PERSPECTIVE ON CONSTITUENTS
Me.
Inquiry
Prospect
Applicant
Enrollee
Matriculant
Visitor
OpenMe.
Me.
OUTSIDE INSIDE
Me.
Me.
Me.
Me.
Me.
Me. Graduate
Alum
Me. Donor
Bequest
OUTSIDE INSIDE
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
One
One
LIFELONG RELATIONSHIP
LIFELONG REPUTATION
THE CYCLE REPEATS
STUDENT
PARENT
STUDENT
MANY LIFETIMES
LEGACY
GENERATION
GENERATION
LIFETIME ENGAGEMENT
Phone conversation
Word of Mouth
Planned event
COMMUNICATION
Mail / Email
Brochure
Tour
Website
Me
View book
Admissions counselor
President
Secretary
COMMUNICATOR
Area director
Major gifts officer
Tour guide
Web content manager
Me
Pretty much anyone
THE WEAKEST LINK
SHARED REPUTATIONYour audience doesn’t know who made it.
It's everyone's job, but it's nobody's job.
NO MOREUS 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 AffinityPositive and Specific
IS TECHNOLOGY THE SOLUTION?
Most solutions still focus on one or two stages of the cycle.
Examples:
Inigral - Enrollment & Retention
Evertrue - Alumni
iModules - Advancement & Fundraising
Systems focused on the entire cycle are emerging
Talisma - “Build Lifetime Relationships”
SOLUTION: PEOPLE, THEN TECH
PEOPLE TOOLS
Brand and Messaging Guides
Training
Open Communication and Collaboration
LIFETIMEENGAGEMENTMANAGEMENT
DISCONNECT AT THE TRANSITIONS
ADMISSIONS
STUDENT AFFAIRS
ALUMNI & DEVELOPMENT
PROBLEM: SILOS OF AWARENESS
PROBLEM: SILOS OF DATA
SOLUTION: WE NEED TO CHANGE
CHANGE FROM THE TOP DOWN
Rob Zinkan, Vice Chancellor for External Affairs, Indiana University East
CHANGE FROM THE TOP DOWN
Chief Information Officer / Chief Web Officer
CHANGE FROM THE BOTTOM UP
Starts WithYou.
PROBLEM: SILOS OF AWARENESS
START SMALLHave Coffee.
START SMALLTell Someone What You Do.
START SMALLHave Someone Tell You What They Do.
THINK BIGAttend Another Department’s Meetings.
THINK REALLY BIGHybrid Employees.
THINK REALLY BIGHolistic Training
PROBLEM: SILOS OF DATA
START SMALL
Make a List.
START SMALL
Identify What Data You Can Offer and Who Needs It.
START SMALL
Identify What Data You Need and Who Could Offer It.
THINK BIGInstitution - wide data definitions
THINK REALLY BIGSingle Lifetime System Identity
THE POTENTIAL
THE POTENTIALBetter Reputation
THE POTENTIALMore strategic communications
THE POTENTIALMore involved alumni
THE POTENTIALMore successful fundraising
THE THREATNot being ready for the coming higher ed apocalypse
THE THREATDisconnected or Lost Relationships
THE THREATUpset Alumni
THE THREATLess Donors and Donations
THE THREATWeakened Reputation
THE TAKEAWAYPut yourself in your audience’s shoes
THE TAKEAWAYYour audience sees you as a single entity.
Start acting like one!
THE TAKEAWAYWork with admissions - every applicant is a future alumnus.
Work with residential life - every sophomore is your next board member.
Work with student affairs - every junior is your next major donor.
Work with career services - every senior is your next alumni mentor.
QUESTIONS?
FURTHER RESOURCES
My Blog - www.franzablocki.com
@zablocki
HigherEdLive.com - Lifecycle Marketing in Higher Ed
emchat.net - #18 - Student Lifecycle
Rob Zinkan - universityadvancement.net