1. CRM Patterns, Puzzles & Prose: Bridging the Gap for Internal Audiences
Paul Redfern
Director of Web Communications & Electronic Media Gettysburg College
Adam Forrand
Senior Consultant, dotmarketing
J. Todd Bennett Managing Director, dotmarketing

2. 2004

4. a.k.a. myGettysburg for prospective students & alumni
CRM!
a.k.a. myGettysburg for prospective students & alumni
2007
w00t!

6. to X
&

7. CRM Patterns, Puzzles & Prose: Bridging the Gap for Internal Audiences
Dirty Laundry

8. Basic Usability

9. “You see the college homepage with a really refined and nice look that represents the college. You go to your department – It’s all a mess– ‘Where am I?’ It’s like going from
– I don’t know –
Beverly Hills to Queens!”

10. “…instead of taking the system that they got and making it
work really well
they go and oh, buy CRM…
this new My Gettysburg thing…
So then this other thing has now become sort of the bastard son.
...how long has it been now
two or three years?”

11. “I think that new section for applying students is
really well designed.
I just don’t understand why our websites that we use every day aren’t designed as nicely.”

12. What’s Happenin’?

13. “It should be on-demand
“It should be on-demand. When I want to look for something in the college, it should be there. Not the college pushing down stuff on me, and that’s why Facebook has been so successful.”
Great data! Great event integration – we’re all geeked out about this, but the audiences can’t find the event they’re looking for…We’re not doing the right things to drive people to that event…

14. “The current system of advertising on campus is just kind of –
a quagmire.
You have all 50 billion s coming at you every day that have 50 billion more articles going on.”

16. “It’s really hard to plan ahead if you don’t have all the information.
I feel like the website doesn’t make it easy to get all the information that you need when you’re planning your courses in *like* one location.”

17. I use the CNAV to get the transcript. I go to Oracle to record grades
Well there are three things that we have and they’re independent. One is CNAV, one is the Web and the other is People or Oracle…
I use the CNAV to get the transcript. I go to Oracle to record grades
and go to the webpage to look for courses or requirements.
That’s just all very cumbersome.
Too many platforms
or too many whatever.”

18. “I think what would be ideal would be a kind of. like
“I think what would be ideal would be a kind of *like* mother source and there you have all the information about your department. Then if PR wants something they can go in and pull out a little … or if the catalog has only this much they pull out this much, but at least all of it is in one place and accurate.”
From this, the registrar and IT department put together an degree audit – fixing of admissions/department/catalog inconsistencies.

19. Make plans for all constituents
Keep listening and prepare to change your plans
Data integration obsession vs. good sound communication practices
Small, incremental changes make a difference – continuous process of improvement – talk to people, find out what people want, try it, measure it, fix it and repeat (low hanging fruit)
Easy does it

21. predfern@gettysburg.edu adam@dotmarketing.com todd@dotmarketing.com
coachfern and jtoddb