cultivating relationships with parents & counselors
DESCRIPTION
Using Hobsons Connect CRM for managing contact with parents and counselors of prospective students. First presented to San Diego State University on February 22, 2012.TRANSCRIPT
Strategic Recruitment with Hobsons:
Cultivating Relationships with Parents & Counselors
San Diego State University
February 22, 2012
We have twin boys; one plays football, the other does band. My husband and I both work. Our family stays busy.
My boys will make you proud, just help me know what they need to do and when we need to do it. I’ll prepare them!
She’s Class President, Valedictorian, State Track Champ, & applying to many top universities (including yours).
She’s my daughter. I’m her agent. Talk to me.
2,600 students look
to me for guidance.
I look to you.
Learn to Manage Parent and Counselor
Relationships in Hobsons Connect CRM
Know Your Required Data Points
Conceptualize Communication Plans
Identify Community Stakeholders
Objectives
Counselors in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Manage Counselors as Contact Records
Create Custom Contact & Navigator Views
Counselors in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Interest Page Best-Practices
1. Keep It Short
2. Segment Counselor Professions
3. Identify Interest(s)
4. Alumni?
Counselors in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Conceptualizing the Communication Plan
Quarterly Connections
Engagement Surveys
Partners in
Student Success
Counselors in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
•The Dean’s List: CA’s Top College Counseling Programs
•SDSU Success Summit
•WACAC Reception•Matriculation Success Reports
•The Aztec Annual Counselor’s Kit
Spring Summer
FallWinter
Counselors in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Counselor Registrants by StateTexas
California
Illinois
Connecticut
Ohio
Colorado
New Jersey
New York
Minnesota
Counselor Outreach Opportunity
Parents in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Dear Creighton,
We stumbled on a complex question today while working with E&I…
…we started brainstorming ways to record parent data in our system, 1) give them their own contact record with Parent type; or 2) make their name & email address attributes of a student record.
In order to create a tailored communication flow and allow parents the option of a VIP page, we think we need to do option 1 -- but we can't figure out how to link a parent to a student that way.
Parents in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Example 1: A parent registers for an event on behalf of a student. We want the student to be registered with the parent counted as a guest, but we want the parent to receive confirmation emails.
Example 2: We want to send a communication to parents of admitted students. So we need a way to know which parents belong to which students.
Parents in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Parent Data in Student Contact Attributes
Parents in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Communicate Utilizing Student Data
Watched Attribute
s
• Watch ‘FA STATUS’ to trigger W-2 Requests
Filters
• Send email to Parent 1 if ‘FA STATUS’ = ‘Verification’
Merged
Attribute
s
• “Dear {#Parent1FirstName#}, Your {#Son/Daughter#}...
Parents in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Allows communication to parent(s) based on student record attributes/activity
Adds Parent Registration Functionality to E&I
Only one Opt-Out; requires multichannel subscription practice
No VIP Page available to Parents
Parents in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Conceptualizing the Communication Plan
Promotion
Admission
Financial AidEnrollment
Transition
Parents in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Identify Stakeholders Beyond Lifecycle
Promotion
Admission
Financial AidEnrollment
Transition
Parents in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Identify Stakeholders Beyond Lifecycle
Success
Admission
Financial AidEnrollment
Transition
Parents in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Identify Stakeholders Beyond Lifecycle
Success
Advising
Financial AidEnrollment
Transition
Parents in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Identify Stakeholders Beyond Lifecycle
Success
Advising
AlumniEnrollment
Transition
Parents in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Identify Stakeholders Beyond Lifecycle
Success
Advising
AlumniAdvancement
Transition
Parents in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Identify Stakeholders Beyond Lifecycle
Success
Advising
AlumniAdvancement
Career Services
Parents in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Parents in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Timeline of Initial Parent/Student Discussion
About College Selection
Junior Year31.76%
Sophomore Year26.59%
Before his/her freshman year24.24%
Freshman Year13.88%
Parents in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Most Prominent Worries About Child at College
Parents in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Desired Channels of Communication by
Parents
Parents in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Multiple Points of Entry for Data to Consider…
CRM
Interest Pages
Application for
AdmissionSystem
Import or Key Entry
Parents in the Connect CRM
(c) Copyright 2012 Hobsons, Inc. All rights reserved. This document contains proprietary information and may not be copied without written permission from Hobsons, Inc.
Interest Page Best-Practices
1. Collect Minimum Student Data
2. Offer Subscription for Multiple Parents
3. Gauge Student Level of Inquiry
4. Identify Parent Topic(s) of Interest
5. Alumni?
Parents in the Connect CRM
Creighton DentClient Success Manager
Hobsons Higher Education1000 Broadway, Suite 350Oakland, CA 94607(510) 379-2227
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