Lifetime engagement management
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![Page 1: Lifetime engagement management](https://reader036.fdocuments.us/reader036/viewer/2022081414/554bdc88b4c905706a8b5621/html5/thumbnails/1.jpg)
LIFETIME ENGAGEMENT MANAGEMENT
Fran Zablocki
July 27, 2012
Project Manager, mStoner
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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
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LIFETIME ENGAGEMENT MANAGEMENT?
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LIFETIME
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IT'S ALL ABOUT RELATIONSHIPS
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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
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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
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THESE ARE PEOPLE
Not just labels.
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WE'RE NOT SEEING EYE TO EYE
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PERSPECTIVE ON CONSTITUENTS
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Me.
Inquiry
Prospect
Applicant
Enrollee
Matriculant
Visitor
OpenMe.
Me.
OUTSIDE INSIDE
Me.
Me.
Me.
Me.
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Me.
Me. Graduate
Alum
Me. Donor
Bequest
OUTSIDE INSIDE
Me.
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PERSPECTIVE ON INSTITUTION
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My University
Bursar
Admissions
Advising
Academics
Alumni
Financial aid
Student LifeMy University
My University
OUTSIDE INSIDE
My University
My University
My University
My University
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My University
Me
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One
One
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LIFELONG RELATIONSHIP
LIFELONG REPUTATION
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THE CYCLE REPEATS
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STUDENT
PARENT
STUDENT
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MANY LIFETIMES
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LEGACY
GENERATION
GENERATION
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LIFETIME ENGAGEMENT
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Phone conversation
Word of Mouth
Planned event
COMMUNICATION
Mail / Email
Brochure
Tour
Website
Me
View book
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Admissions counselor
President
Secretary
COMMUNICATOR
Area director
Major gifts officer
Tour guide
Web content manager
Me
Pretty much anyone
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THE WEAKEST LINK
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SHARED REPUTATIONYour audience doesn’t know who made it.
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It's everyone's job, but it's nobody's job.
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NO MOREUS vs. THEM
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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.
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GOAL
Consistency of Quality
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GOAL
Consistency of Message
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GOAL
Consistency of Data
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ULTIMATE GOAL
Consistency of AffinityPositive and Specific
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IS TECHNOLOGY THE SOLUTION?
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Most solutions still focus on one or two stages of the cycle.
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Examples:
Inigral - Enrollment & Retention
Evertrue - Alumni
iModules - Advancement & Fundraising
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Systems focused on the entire cycle are emerging
Talisma - “Build Lifetime Relationships”
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SOLUTION: PEOPLE, THEN TECH
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PEOPLE TOOLS
Brand and Messaging Guides
Training
Open Communication and Collaboration
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LIFETIMEENGAGEMENTMANAGEMENT
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DISCONNECT AT THE TRANSITIONS
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ADMISSIONS
STUDENT AFFAIRS
ALUMNI & DEVELOPMENT
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PROBLEM: SILOS OF AWARENESS
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PROBLEM: SILOS OF DATA
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SOLUTION: WE NEED TO CHANGE
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CHANGE FROM THE TOP DOWN
Rob Zinkan, Vice Chancellor for External Affairs, Indiana University East
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CHANGE FROM THE TOP DOWN
Chief Information Officer / Chief Web Officer
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CHANGE FROM THE BOTTOM UP
Starts WithYou.
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PROBLEM: SILOS OF AWARENESS
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START SMALLHave Coffee.
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START SMALLTell Someone What You Do.
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START SMALLHave Someone Tell You What They Do.
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THINK BIGAttend Another Department’s Meetings.
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THINK REALLY BIGHybrid Employees.
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THINK REALLY BIGHolistic Training
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PROBLEM: SILOS OF DATA
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START SMALL
Make a List.
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START SMALL
Identify What Data You Can Offer and Who Needs It.
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START SMALL
Identify What Data You Need and Who Could Offer It.
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THINK BIGInstitution - wide data definitions
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THINK REALLY BIGSingle Lifetime System Identity
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THE POTENTIAL
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THE POTENTIALBetter Reputation
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THE POTENTIALMore strategic communications
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THE POTENTIALMore involved alumni
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THE POTENTIALMore successful fundraising
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THE THREATNot being ready for the coming higher ed apocalypse
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THE THREATDisconnected or Lost Relationships
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THE THREATUpset Alumni
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THE THREATLess Donors and Donations
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THE THREATWeakened Reputation
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THE TAKEAWAYPut yourself in your audience’s shoes
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THE TAKEAWAYYour audience sees you as a single entity.
Start acting like one!
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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.
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QUESTIONS?
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FURTHER RESOURCES
My Blog - www.franzablocki.com
@zablocki
HigherEdLive.com - Lifecycle Marketing in Higher Ed
emchat.net - #18 - Student Lifecycle
Rob Zinkan - universityadvancement.net