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


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


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…)


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


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


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!


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!


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


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


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


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


EMAIL PREFERENCE CENTER

http://www2.highroadsolution.com/stti_preference_center/default.aspx?email=a41768ee-ebb7-4251-8b39-e5b66604eb25

How do we want to handle global opt-outs?

CAN/SPAM


OPT-OUTS


OPT-OUTS

STTI (Sigma Theta Tau International)

STTI for Nursing

Nursing Knowledge International


OPT-OUTS

Let’s go beyond compliance and focus on engagement

PREFERENCES


EMAIL PREFERENCES


DYNAMIC PREFERENCES


FLEXING


ONE PAGE APPLICATION



MULTIPLE EMAIL ACCOUNTS


RESPONSIVE


MEMBER FEEDBACK

Different ways to access their email preference center

ENTRY POINTS


EMAIL FOOTER


WEBSITE AND EWEB


IWEB

ALL CUSTOMER SYNC


STTI PAIN POINT


ALL CUSTOMER SYNC

SEGMENTATION SYNCS


SEGMENTATION SYNCS

By Chapter

By Chapter Annual Report

By Chapter Position

By Committees

By Country

By Donor

By Events (Attendees)


SEGMENTATION SYNCS

By Fund

By Mailing List

By Member Status

By Member Type

By Move Stage

By NKI Presence

By Product

DYNAMICSYNCS


DYNAMIC SYNCS

OPT-OUT SYNCS

EMAIL UPDATESSYNC


EMAIL UPDATES SYNC

DYNAMIC CONTENT

RELATIONSHIP TABLE CONTENT


RELATIONAL TABLE CONTENT

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.



Setup a workflow to call program code for each invoice in NF


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



The transactional email will send back a response. If there is a successful response, the acknowledgement date is updated.

Thank you for your time…

Q&A