CRM as a Tool to Centralize and Standardize Campus Communication A community of learners improving our world

Who Are We? Paul Stern Associate Director of Enrollment Management Warrior Hub pstern@winona.edu Tania Schmidt Senior Associate Registrar Warrior Hub tmschmidt@winona.edu www.winona.edu

History of Integration Research began in 2004 Implementation in May 2008 Evacuation in January 2009 Moved in again in May 2009 New VP of Enrollment and Student Life 2016 New interim leadership structure implemented in 2016 www.winona.edu

The Warrior Hub… Financial Aid Registrar Central Scanning www.winona.edu Financial Aid Registrar Central Scanning Cashier/Student Accounts Integrated Communications

Ongoing Integration Goals www.winona.edu Stop baffling the students/customers!!! Promote functional aspect of physical environments, cyber-environments, communications, and other ancillary services Integration based upon function rather than department Develop “Generalist” staffing to address student/customer academic service needs holistically Formation of a customer service-based department Increase value of service for students, families, and faculty Provide your team access to integrated data Ongoing analysis and ongoing training Problems/solutions cross departmental boundary

Communication to help Integrate. What questions should you ask!? www.winona.edu Are you educating and empowering those you are charged to serve? Are you providing valuable information? Are the modalities of communication working to reach your audiences? Is communication removing barriers for those you serve? Are you merging information from many areas in to one clear message?

Integrating Communication (using CRM) to meet some of those goals. www.winona.edu Standard look and feel Timing Content Interpreting Audience Modalities Integrated Communications

Intentional Communication Strategies-Timing www.winona.edu Business Process Calendar Unit Individual Communication Calendar Departmental Consolidated messages Inter-relational

Scaffolding Communication Communication Scaffolding Principles www.winona.edu Education Preparation Action Follow Up

Education Providing background process information Language education www.winona.edu Education Providing background process information Language education What is the context

Preparation Preparation Giving access to processes www.winona.edu Preparation Giving access to processes Walking through what needs to get done Showing the map Selecting groups to give specific information for individual situations or outstanding processes

Action Action Timely information in the thick of it all Checkpoints www.winona.edu Action Timely information in the thick of it all Checkpoints Selecting groups to give specific information for individually appropriate actions

Follow-up Follow Up Timely information for student reaction www.winona.edu Follow-up Timely information for student reaction Checkpoints Reaching out to those who will be impacted by inaction or through missing a piece of the action from earlier

Communication Modalities www.winona.edu Communication Modalities In person contacts Presentations One-on-one appointments Resource Areas Ask WSU Websites BPMS System VIP CRM Email campaigns

Communication Modalities www.winona.edu Communication Modalities Phone Follow up Mailing Partnerships with Housing/Residence life Face-to-face meetings

Sample Financial Aid Case Study…”CRM in Action” VIP page information Individualized information Information loaded on Ask WSU-”Top 10” Varies by student group Family Presentations Where to find information How we communicate Individual interactions with counselors Resource Area Presence www.winona.edu

Financial Aid Case Study… Follow up campaign (email blast) Going over what information was presented at orientation Reminder of next steps with awards (about a week to two weeks after) Specific group follow up messages People missing information People who missed a step of loan process No FAFSA www.winona.edu

Financial Aid Case Study…timeline Combined messages welcoming students back to school-sharing FA disbursement dates…etc. Inter-departmental access to communication history Tracking of effectiveness of communication Campaign level Individual level Follow up on communications Personal emails Phone calls Harry Potter owls www.winona.edu

Other Case Study Examples Graduation/Commencement Student Academic Progress Registration Re-Enrollment Financial Aid Disbursement Trio/Student Support Services Laptop Distribution/Return www.winona.edu

Financial Aid Case Study… www.winona.edu

Communication Stats www.winona.edu

Ask WSU www.winona.edu

VIP Page Project www.winona.edu

Contact Record www.winona.edu

More VIP www.winona.edu

More VIP www.winona.edu

Frequency of Communication www.winona.edu Frequency In person contacts Presentations One-on-one appointments Resource Areas Ask WSU Websites VIP CRM Email campaigns

Communication Stats www.winona.edu

Open Rates www.winona.edu Effective? Open rates to our prospects and applicants through Admissions CRM are typically between 60% and 80%. Open rates for messages generated for the Warrior Hub were 69.6% compared to 60.7% for ITS.

Questions, fears, hopes… anxieties… Closing Thoughts www.winona.edu Questions, fears, hopes… anxieties…