HighRoad Solution-Avectra Case Study: Sigma Theta Tau International Honor Society of Nursing
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Transcript of 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, STTIRon McGrath, HighRoad SolutionMonday, March 3rd
the who, what, why
WE ARE STTI
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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
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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…)
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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
the daily grind
CHALLENGES
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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
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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!
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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!
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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
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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
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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
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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
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EMAIL PREFERENCE CENTER
How do we want to handle global opt-outs?
CAN/SPAM
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OPT-OUTS
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OPT-OUTS
STTI (Sigma Theta Tau International)
STTI for Nursing
Nursing Knowledge International
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OPT-OUTS
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OPT-OUTS
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OPT-OUTS
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OPT-OUTS
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OPT-OUTS
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OPT-OUTS
Let’s go beyond compliance and focus on engagement
PREFERENCES
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EMAIL PREFERENCES
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EMAIL PREFERENCES
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EMAIL PREFERENCES
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DYNAMIC PREFERENCES
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FLEXING
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FLEXING
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ONE PAGE APPLICATION
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MULTIPLE EMAIL ACCOUNTS
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MULTIPLE EMAIL ACCOUNTS
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MULTIPLE EMAIL ACCOUNTS
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MULTIPLE EMAIL ACCOUNTS
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MULTIPLE EMAIL ACCOUNTS
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RESPONSIVE
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MEMBER FEEDBACK
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MEMBER FEEDBACK
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MEMBER FEEDBACK
Different ways to access their email preference center
ENTRY POINTS
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EMAIL FOOTER
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WEBSITE AND EWEB
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IWEB
ALL CUSTOMER SYNC
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STTI PAIN POINT
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STTI PAIN POINT
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ALL CUSTOMER SYNC
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ALL CUSTOMER SYNC
SEGMENTATION SYNCS
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SEGMENTATION SYNCS
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SEGMENTATION SYNCS
By Chapter
By Chapter Annual Report
By Chapter Position
By Committees
By Country
By Donor
By Events (Attendees)
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SEGMENTATION SYNCS
By Fund
By Mailing List
By Member Status
By Member Type
By Move Stage
By NKI Presence
By Product
DYNAMICSYNCS
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DYNAMIC SYNCS
OPT-OUT SYNCS
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OPT-OUT SYNCS
EMAIL UPDATESSYNC
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EMAIL UPDATES SYNC
DYNAMIC CONTENT
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DYNAMIC CONTENT
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DYNAMIC CONTENT
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DYNAMIC CONTENT
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DYNAMIC CONTENT
RELATIONSHIP TABLE CONTENT
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RELATIONAL TABLE CONTENT
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RELATIONAL TABLE CONTENT
TRANSACTIONAL MESSAGES
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TRANSACTIONAL MESSAGES
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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.
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TRANSACTIONAL MESSAGES
Setup a workflow to call program code for each invoice in NF
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TRANSACTIONAL MESSAGESWhen a gift is entered and paidThe NF workflow is triggered and evaluates the invoice. If there are gift totaling less than $30, a transactional email is triggered
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TRANSACTIONAL MESSAGES
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TRANSACTIONAL MESSAGES
The transactional email will send back a response. If there is a successful response, the acknowledgement date is updated.
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TRANSACTIONAL MESSAGES
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TRANSACTIONAL MESSAGES
Thank you for your time…
Q&A