HOW WE TOOK CONNECT AND BUILT A LEGACY
Transcript of HOW WE TOOK CONNECT AND BUILT A LEGACY
HOW WE TOOK CONNECT AND BUILT A LEGACY 1. History
2. Team
3. Communica5on
4. Produc5on
5. Results
6. Looking Ahead
History
The Beginning (word cloud)
Today (word cloud)
Team
• Director • Communica5on Coordinators • Media Produc5on Coordinator • Videographers • Opera5ons
Tools
• SoLware • Adobe Crea5ve Suite
• 3dVista
• BAr2
• HTML5 and JS
• Equipment • DLSR Cannon 60D • GoPro
• Steadicam
• UVA • Studio
Resources/ Inspiration
• movie trailers
• commercials
• local bands
• following DPs
• vimeo (music and tutorials)
• our own lens
Communication Flows
• prospec5ve
• applicant
• admiVed
• Enrolled
• parents (prospec5ve /
newly admiVed)
• veterans
• counselors
• Partners
• Alumni
• alumni ambassadors
Goals • inform
• promote
• encourage
• inspire
• engage
• sway or ‘the spin cycle’
Output • Parents VIP page
• Events
• E-‐mail flow
• Website
• Email drivers
• GPS Tour
• Out of state recep@on
• Chats
• Phone-‐a-‐thon
• Phone blasts
• Department chairs
• Grand Avenue
• Special tours
• QR tour confirma@on
• Social media
• U Portal
• Virtual View book
• E-‐Surveys
Prospects Recruited
General Population
Qualified Prospects
CRM Initial Message
Department
College
Club
Misc. Group
Content: Call For Action
Engage with VIP
Attend Chats
Visit Campus
Survey
Campus Event Invite
Participate Off-Campus Event
Follow UpMessage
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Fall Recruitment Flow Starts
Incoming Contacts
Admissions
Sender
Actions
General Prospect FlowCommunication Unit, Admissions, Recruitment, and Financial Aid
_ _ _ _ _ _
Campus Visists
College Fairs
On Demand Chats
Web Show
Phone Blast
Reminders
Touchbase
Further Action
Post-Tour Surveying
Recruitment
AUGUST SEPTEMBER OCTOBER NOVEMBERCRM Filtered
8.25 – Intro / VIP
9.15 - Ep. 2/Grand Avenue/ Incoming
9.29 - Ep. 3/Application Opens Oct 1
10.13 - Ep. 4
10.27 - Ep. 5
11.17 - Ep. 8
11.13 - Grand Avenue Show 3
11.24 - Ep./1 Week reminder
11.27 - Personalized Video 2
11.29 - App closes tomorrow
11.10 - Ep. 6 / Grand Ave. Message
11.3 - Ep. 7
10.20 - Personalized Video 1 for High Achievers
10.28 - ED App Closes/App is open to non-ED applicants
Recruited
General Population
Qualified Prospects
Fall Recruitment FlowCommunication Unit, Admissions, Recruitment, and Financial Aid
9.08 – Ep. 1
10.17 – 2nd Level
10.3 - Grand Avenue
Prospective Parent Parent Flow Fall 2015Communication Unit, Admissions, Recruitment, and Financial Aid
Emails Admissions to update status to admitted
Parent signs up to VIP
Existing VIP User
New VIP User
NEW PARENT
Receives Confirmation Email
Data transferred to data warehouse
University Advancement
COMMUNICATION FLOW 2015
PARENT ENTERS SYSTEM Email confirming access
Periodic Updates Announced
Special Issues Addressed
Event Announcer
Fall Starts
VIP Page changes
STARTS Dec 2014
YIELD FLOWDec ------- Sept
SEPT1st Quarter Starts
DATAFLOW
Telemarketing (phonethon to URM)
The Strategy Process • NO COMMITTEES
• know the campus
• ford tough! • ini5al stage
• iden5fy need • establish 5meline • determine content
• deliverables • script • resources
• produc5on • distribute
Using Connect
• Robust communica5on flows
• Segmented Audiences
• Metrics
Attitude • What does it take?
• Trust
• Autonomy
• Collabora5on
• Risk
• Lifestyle
Growth Over a Decade
First 5me freshmen from 23,690 to over 50,000
La5no Applicants from 3,957 to 11,725
African American Applicants from 650 to 989
Underrepresented Minority from 4,916 to 14,146 from 20% to 30% of the applicant pool