LIFETIME ENGAGEMENT MANAGEMENT

Fran Zablocki

July 27, 2012

Project Manager, mStoner

HI, I’M FRAN.

Project Manager, mStoner

Alumni Relations, SUNY Geneseo

Marketing and Communications, Nazareth College

Admissions, University at Buffalo

Residential Life and Athletics, Nazareth College

LIFETIME ENGAGEMENT MANAGEMENT?

LIFETIME

IT'S ALL ABOUT RELATIONSHIPS

LIFELONG RELATIONSHIPS

You have my attention.

I want to know more.

We should see more of each other.

Do I know you?

I swear I'm only seeing you.

No really, I'm yours.

Inquiry

Prospect

Applicant

I can't imagine being without you.

Enrollee

Matriculant

Visitor

Open

EMOTIONAL RELATIONSHIPS

The world is hard. I need your help.

We used to be so close.

I laughed, I cried, you changed my life.

Alum

Graduate

Recent alum

You've done so much, I want to return the favor. Donor

I want others to experience what I have. Bequest

THESE ARE PEOPLE

Not just labels.

WE'RE NOT SEEING EYE TO EYE

PERSPECTIVE ON CONSTITUENTS

Me.

Inquiry

Prospect

Applicant

Enrollee

Matriculant

Visitor

OpenMe.

Me.

OUTSIDE INSIDE

Me.

Me.

Me.

Me.

Me.

Me. Graduate

Alum

Me. Donor

Bequest

OUTSIDE INSIDE

Me.

PERSPECTIVE ON INSTITUTION

My University

Bursar

Admissions

Advising

Academics

Alumni

Financial aid

Student LifeMy University

My University

OUTSIDE INSIDE

My University

My University

My University

My University

My University

Me

One

One

LIFELONG RELATIONSHIP

LIFELONG REPUTATION

THE CYCLE REPEATS

STUDENT

PARENT

STUDENT

MANY LIFETIMES

LEGACY

GENERATION

GENERATION

LIFETIME ENGAGEMENT

Phone conversation

Word of Mouth

Planned event

COMMUNICATION

Mail / Email

Brochure

Tour

Website

Me

View book

Admissions counselor

President

Secretary

COMMUNICATOR

Area director

Major gifts officer

Tour guide

Web content manager

Me

Pretty much anyone

THE WEAKEST LINK

SHARED REPUTATIONYour audience doesn’t know who made it.

It's everyone's job, but it's nobody's job.

NO MOREUS vs. THEM

Never assume that something isn't your job. It is always your job.

You are part of team ‘university’ and you represent the entire university to everyone.

GOAL

Consistency of Quality

GOAL

Consistency of Message

GOAL

Consistency of Data

ULTIMATE GOAL

Consistency of AffinityPositive and Specific

IS TECHNOLOGY THE SOLUTION?

Most solutions still focus on one or two stages of the cycle.

Examples:

Inigral - Enrollment & Retention

Evertrue - Alumni

iModules - Advancement & Fundraising

Systems focused on the entire cycle are emerging

Talisma - “Build Lifetime Relationships”

SOLUTION: PEOPLE, THEN TECH

PEOPLE TOOLS

Brand and Messaging Guides

Training

Open Communication and Collaboration

LIFETIMEENGAGEMENTMANAGEMENT

DISCONNECT AT THE TRANSITIONS

ADMISSIONS

STUDENT AFFAIRS

ALUMNI & DEVELOPMENT

PROBLEM: SILOS OF AWARENESS

PROBLEM: SILOS OF DATA

SOLUTION: WE NEED TO CHANGE

CHANGE FROM THE TOP DOWN

Rob Zinkan, Vice Chancellor for External Affairs, Indiana University East

CHANGE FROM THE TOP DOWN

Chief Information Officer / Chief Web Officer

CHANGE FROM THE BOTTOM UP

Starts WithYou.

PROBLEM: SILOS OF AWARENESS

START SMALLHave Coffee.

START SMALLTell Someone What You Do.

START SMALLHave Someone Tell You What They Do.

THINK BIGAttend Another Department’s Meetings.

THINK REALLY BIGHybrid Employees.

THINK REALLY BIGHolistic Training

PROBLEM: SILOS OF DATA

START SMALL

Make a List.

START SMALL

Identify What Data You Can Offer and Who Needs It.

START SMALL

Identify What Data You Need and Who Could Offer It.

THINK BIGInstitution - wide data definitions

THINK REALLY BIGSingle Lifetime System Identity

THE POTENTIAL

THE POTENTIALBetter Reputation

THE POTENTIALMore strategic communications

THE POTENTIALMore involved alumni

THE POTENTIALMore successful fundraising

THE THREATNot being ready for the coming higher ed apocalypse

THE THREATDisconnected or Lost Relationships

THE THREATUpset Alumni

THE THREATLess Donors and Donations

THE THREATWeakened Reputation

THE TAKEAWAYPut yourself in your audience’s shoes

THE TAKEAWAYYour audience sees you as a single entity.

Start acting like one!

THE TAKEAWAYWork with admissions - every applicant is a future alumnus.

Work with residential life - every sophomore is your next board member.

Work with student affairs - every junior is your next major donor.

Work with career services - every senior is your next alumni mentor.

QUESTIONS?

FURTHER RESOURCES

My Blog - www.franzablocki.com

@zablocki

fran.zablocki@mstoner.com

HigherEdLive.com - Lifecycle Marketing in Higher Ed

emchat.net - #18 - Student Lifecycle

Rob Zinkan - universityadvancement.net