Enterprise-Wide Application of CRM at

Indiana State University

October 16, 2012

Moderated by Emily Busse

Online Marketing Specialist

Campus Management

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• Introduction

• Overview: Campus Management

• Enterprise-Wide Application of CRM at Indiana State

University

• Q&A Session and Conclusion

Agenda

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Brent Ramdin

Vice President of Product Management

Campus Management Corporation

Karl E. Burgher, Ph.D., P.E.

Chief Strategy Officer

Indiana State University

Santhana Naidu

Director of Web Services

Indiana State University

Presenters

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Housekeeping

Brent Ramdin

Vice President of Product Management

Campus Management Corporation

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• Est. 1988

• Based in Boca Raton, FL

• Operations in:

• Charlotte, NC

• Bangalore, India

• London

• Over 750 associates

• Visionary leader in enterprise

software and services

Campus Management

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Talisma is the leading enterprise-grade CRM

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Student life cycle evolution

Prospect

Continuing

Learner

Alumni

Student

9

The move to Enterprise CRM

• Eliminates silos and unifies departments

• Creates centralized and shared constituent data

• Controls ownership at the team/department level

• Allows each team/group/department to execute their

own strategy

• Leverages a shared technology for maximum constituent

impact without corresponding cost increases

• Solves problems anywhere in the constituent lifecycle

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CR

M @

f x Automation Logic

Communication

Marketing > Admissions >Enrollment > Advisement > Retention > Alumni

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Key success factors

• Technology that facilitates data sharing but

enables ownership throughout the lifecycle

• Open architecture and extensible data models to

accommodate aggregation of multiple systems

• Management of communication preferences across

the institution

• Persona specific workspaces that encourage

adoption

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Examples

• Retention strategies

− Aggregate LMS, SIS and other data

− Automated risk driven campaigns

− Multi-channel alerts and actions

• Career services

− Maintain and manage corporate relationships

− Automatically associate students with opportunity

• Housing and student Services

− Communication

− Linkages to other departments

Enterprise-Wide Application of

CRM at Indiana State University

Karl E. Burgher, Ph.D., P.E.

Chief Strategy Officer

Santhana Naidu

Director of Web Services

Thesis

Data 2 Knowledge – Not Enough …

We needed “Data 2 Action” …

Shorten “Action” Lifecycles …

Pro-Active

Re-Active

Introduction to ISU

“One Data”

Managing the Work

Application

Execution

Success

Agenda

Realizing Success: Step 1

Indiana State “One Data” Application

and

Success

Managing

The Work

Indiana State University

Located in Terre Haute, Indiana

Midwest Industrial Community

Decreasing State Revenues

Normal School – 1865 – That has grown out

Creates Distinction – Education and Comm. Engagement

Public with 550 faculty – 650 staff

Carnegie Classification- Doctoral/ Research University

Curricular Engagement, Outreach and Partnership

6 colleges, 93 programs, and 12,114 students

Division 1- Varsity Athletics

Largest FTFTF in Fall „12 - Increasing Enrollment

Investing 10+ M in strategic initiatives

Pathway to Success - Our Plan

6 Goals + Infrastructure:

1. Increase Enrollment and Student Success

2. Advance Experiential Learning

3. Enhance Community Engagement

4. Strengthen and Leverage Programs of Distinction and Promise

5. Diversify Revenue: Philanthropy, Contracts and Grants

6. Recruit and Retain Great Faculty and Staff

Partnering for Success – A Master Facilities Plan (parallel track)

The Goals include 45 Initiatives / Teams ( and now 250 + Work Plans )

We have ~ 400 direct and cross-cutting data & metrics we track

Realizing Success: Step 2

Indiana State “One Data” Managing

The Work

Application

and

Success

Data Capture, Reporting, and Use

CC-Data

BANNER

Recreation

Package

Argos

Warehouse Banner

Reporting

Financial

Varsity

Athletics

The Shoe

Box

Excel Dumps

LMS Data

CC - Record

MapWorks

CRM(s)

Dashboards

Career Center

Judicial, Excel &

“Deal of the Day”

OrgSync

Sadly - This is often

the lense we see

for data use and

data-driven

communications

and actions.

The Data to Knowledge to Action Problem

To address these issues campus wide … Goal 1 - Initiative 9 – Enhance the gathering and use of information to advance ISU‟s

strategic initiatives.

“Select and implement the appropriate software, reporting, and communication tools that

will afford the campus community direct and immediate access to information for decision

making and the appropriate and timely communications tools to undertake that action - all

housed in a central analytics facility”

Optimally - One Data, One Data Warehouse, and One CRM

Plan & Execution

Great project management leads to aligned results …

From “Planning to Working”

Modeling & Wisdom

Rules & Triggers (60+)

Work Plans (15+)

Road Map … Schedule

And … Execution …

So – What Have we Built … ? A Data (Lifecycle) System

D4K – D2A – SA(R)MS – “SAM”

Data System “SAM”

Data

Big(ger) Data

Prospective Students

Current Student

Alumni Donors

Data Data

Data

Big(ger)

Data

Indiana State “One Data”

Realizing Success: Step 3

Managing

The Work

Application

and

Success

Technology

• “One Data”

• One Warehouse

• Single Sign-On

Manage Campaigns

• Cultural

• Ownership

• Project Based

Social and Comm.

• Pro-Active-Rules

• Re-Active & Triggers

• How and How Much

The Project Map

CRM CRM

Project Management

High Level Project Schedule

Upgrades, Social Media, HE-Pact

Maintenance

User Groups

Organizational Framework CRM Oversight Council CRM Operations Council

Management Tools - SharePoint Site

Campaign/Retention Spec Sheets

Data System – “SAM”

Indiana State “One Data”

Realizing Success: Step 4

Managing

The Work

Application

and

Success

Pro-Active Rules and Campaigns Re-Active Triggers & Environmental Indicators Organizational Events Null – What didn’t happen Observational – User Defined Multiple Databases

Process Retention Applications

“One Data”

CRM Rules

CRM Campaigns

FAFSA Housing contracts

Freshman Check List Early Registration Registration Open

Banner SIS

April Phase 1: Increase Early Registration

CRM

Increase in Early Registration

April Phase 2: Un-registered Freshmen

Postcard to Home (Parents)

Summer Phone Calls

Class Recommendations Open Registration Ending

Retention up 2.5% in Fall ‘12, and up 8.5% for

African American students.

Aug/Sept Phase 1: FTFTF Retention

Talisma CRM

Talisma CRM

Announcements

No LMS Login

Various High Risk Triggers

Other Retention / Management Policies

• Recent Graduates & Alumni

• Graduation Guarantee

• Athlete – Grade/Attend Check

• Work Study Fair

• Math Retention Tool

Social Media Current and Future Efforts

Social Media - Current

• Used by Communications & Marketing (official ISU), Admissions and various departments

• Used for recruiting, retention, communication and social interactions

• Managed as separate initiatives, but will adhere to central policies (minimal at this point)

Social Media – Current

CRM E-mails SMS (Texting) Mash-up site Monitoring tools Mobile app

Channels Technologies

Social Media – Current

Channels vary depending on the status of the student

We maintain a public institutional presence for university communication (anyone can join)

Students and prospects are invited to join an exclusive community where they see customized messages, meet others sharing similar interests and can send private messages

Data is captured in individual channels

• Recruitment • Link metrics with the CRM to measure impact on yield …

• Retention • Link activities and student engagement to CRM …

Social Media – Analytics

Send and manage 1 on 1 communications from SAM

Give students the option to choose their communication channel based on the topic …

Give the ability for students to control the frequency

Social Media metrics linked to CRM

Social Media – Future

Lessons

• Enterprise projects need Very Strong Champions … • Cabinet Level Buy-in – Other Campus Senior Leaders –

Vendor/Partner(ship)s

• Enterprise Projects to be (project) managed …

• Team Building – Planning, Scheduling & Tracking (in the Matrix) … • Communications for the build of the communication tool … • Set expectations, budget, and deliverables tightly … follow the plan …

We are at the point with the tools …

That tools / technology are not the problem ...

It has all become about the execution … People & Processes …

Management, PM, Culture, and a Delivery Mentality …

If you can “Think It” – we can “CRM it” …

The only limitation is our ability to manage and close ...

CRM and the (our - HE) Future … Technology – Communications - Management

Karl E. Burgher, Ph.D., P.E. Chief Strategy Officer

Email: Karl.Burgher@indstate.edu

Santhana Naidu Director of Web Services

Email: Santhana.Naidu@indstate.edu

Questions?

Q&A Session

Thank you for joining us