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Campaign Strategy & ExecutionHouston GPS SSC Conference
Student Success Collaborative
©2017 EAB • All Rights Reserved • eab.com • 34952G
ROAD MAP
1
2
3
2
Using Targeted Campaigns to Support
Proactive and Strategic Advising
Five Steps to Planning, Executing, and Analyzing Campaigns
Houston GPS Campaign Ideas
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3Proactive, Strategic Intervention
Traditional, Passive Advising Proactive & Strategic Advising
Students Off Path
Students Receiving General Support
Students Receiving Tailored Support
Students Off Path
Campaigns focus outreach and advising efforts on a subpopulation with a shared concern and clear intervention path
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Leveraging the Network for Proactive Campaigns
The “Coordinated Care Network”
Academic Support
Advisors
Financial Aid
Tutoring
Case Referrals
Proactive Campaigns SSC
Advisors manage cases and triage care
Analytics prioritize cases based on need
Support offices provide specialized interventions
Better adviceMore targeted outreach
Feedback loops continuously improve system
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ROAD MAP
1
2
3
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Using Targeted Campaigns to Support Proactive and Strategic Advising
Five Steps to Planning, Executing, and
Analyzing Campaigns
Houston GPS Campaign Ideas
©2017 EAB • All Rights Reserved • eab.com • 34952G
7Step 1: Focus
Murky Middle Finance Majors
Mid-career Finance majors with moderate GPAs but high risk predictions and at least one missed Success Marker. Students in this math-intensive major may need help to succeed but might not realize it yet. They still have time to make significant changes.
1. Contact all identified students at least three times to encourage them to initiate an advising session
2. Schedule an individual advising session with at least 75 percent of identified students
3. Connect 50 percent of students with the tutoring center or other resources to work on their academic standing
4. Reduce these students’ chance of dropping out
Objectives: This campaign will…
Articulating Campaign Objectives
Choose specific campaign objectives in coordination with institutional and professional goals
Find areas for opportunity by combining your first-person experience and institutional student success data – these are places where your interventions will have great impact! From there, define your campaign by choosing a handful of specific campaign objectives.
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Select ≤6 Metrics Ranging From Immediate Actions to Long-Term Outcomes
Choose Ways to Measure Your Success
What is the initial action you will
take to kick off the campaign?
What do you hope students immediately do in response to
your outreach?
What behavior or action do students
need to take as a result of the campaign?
What is the impactyou hope to see with
this group in one term or one year?
Examples:
• Outreach emails• Follow-up calls
Examples:
• Response rate• Schedule advising
appointment
Examples:
• Declare major• Attend tutoring
Examples:
• Improve GPA• Obtain scholarship
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Defining Your Target Student Population
Step 2: Identify
Export
Export your list from the SSC platform for additional tracking and analysis if desired
Select
Determine the filters to apply that will identify this student population
Save
Save your list as a ‘Watch List’ in order to monitor throughout the length of your campaign
Pinpointing Students You Want to Target for Intervention
Following objective setting, identify the target group of students by selecting the parameters in SSC that will define this population.
Generate
Use the filters in the SSC Advanced Search to understand which students will be part of the targeted outreach
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10SSC Advanced Search Filters
Common Filters for Campaigns
• Grade/Enrollment in a course
• Term GPA
• Cumulative GPA
• Advisor
• College/major/concentration
• Credit completion %
• Credits earned
• Term enrollment
• Transfer Student
• Concern level
• Success markers missed
Using the SSC Platform to Generate Focused Lists
Can’t generate your selected population with just the filters?
Use the ‘Upload a List’ functionality in SSC
• Put all student IDs in column 1 of an Excel file
• Save it as a .csv
• Upload the list by going to the ‘Watch List’ section of SSC
• Save as new or existing Watch List!
Check that your parameters generate a
manageable number of students. We recommend 30 to 75 students.
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Toolkit Includes Samples and Guidelines for Selecting Metrics
Deciding What You Want to Measure
Advisor Action
Student Engagement
Student Behavior or Action
Long-Term Impact
Sample Campaign
Target Population: students currently enrolled in the School of Business with GPAs 1.5 to 2.0
Objective: to inform students on warning or probation of university policies for dismissal and connect them to support resources to help improve their academic performance
Metrics:
• % of target population emailed
• % of target population advised in person
• % of those advised who attend tutoring or supplemental instruction
• % of those advised that achieve a cumulative GPA greater than 2.0
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Planning Your Communication Strategy
Step 3: Contact
Share
Consider sharing your strategies with others on campus
Determine
How frequently and in what way you will contact targeted students?
Identify
Slate out next steps you will need to take to follow up with these students and ensure campaign impact
Defining an Effective Outreach Strategy
Now that you have the students, the next step is to determine how you will outreach to them to meet your objectives.
Articulate
Prepare the messages you want to communicate and resources you want to provide at each interaction
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13Outreach Strategy
Suggested Outreach Frequency
In successful previous campaigns, advisors outreached to students 3 to 5 times over a one or two month period of the semester
Phone Call
Week
1
2
3
Example Timeline
Targeted Email #1
Targeted Email #2
Follow Up Email
Advising Sessions
6
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Before Launching the Campaign, Craft Outreach Language and Sequence
Building (and Borrowing!) Outreach Templates
First EmailNotification of risk status, encourage to make appointment
Second EmailMore urgent encouragement, suggest tutoring/resources before midterms
Phone ScriptMeeting Outline
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Library of Templates for Different Campaigns and Populations
Sample Email and Phone Scripts Available
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Successful Emails are Individualized, Urgent, and Actionable
Targeted Outreach Best Practices
Sample Language
from Emails with High Response Rates
“In order to continue in the College of
Business and succeed at obtaining an
Accounting major, the minimum requirement is a 2.5 GPA. I would like
to meet to further discuss your goals
and create action steps together to make this obtainable. Please call me
by March 28th to schedule an
appointment so I may assist you with necessary resources.”
“I am increasingly concerned about
your progression toward admittance to
the program and graduation…I ask that you email me back by this
Friday (March 21) with dates/times
that we can set an appointment within the next two weeks.”
Ineffective Emails
Use vague subject lines (e.g.“Good Afternoon” or “Office of Student Success”)
Suggest resources, but no immediate action steps
Reduce urgency by saying “If you would like to schedule a meeting…” or “I would be happy to help you with…”
Bury critical information in lengthy exposition
Effective Emails
Pique interest in the subject line (e.g. “Academic Concerns”)
Mention the student’s major and missed requirements or thresholds
Express explicit concern about progress, program admittance, or graduation
Directly ask students to make appointments and provide deadlines
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Making your outreach personal
Step 4: Intervene
Document
Relevant information should be documented for reference
Diagnose
What issues is this student facing? The answer might be “none,” and that’s OK
Act
It’s now time for students to take the next step based on your interactions
Connecting Students With The Right Resources
After your meeting, it is now up to you to direct the student down the most appropriate path. Make sure you document this for your campaign tracking!
Direct
After diagnosis, direct that student towards the appropriate action
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Tracking student outcomes to ensure success
Step 5: Follow-up
Share Your Results
Share your results with other advisors in your campaign, the Dean of your department, etc.
Communicate
Seek to reestablish contact with the student within two weeks of your meeting
Analyze
Based on the metrics you set, did you achieve your goal? If not, how close did you come?
Quantifying The Success Of Your Efforts
After intervention, you must now follow-up with students to confirm action has been taken and a positive result has occurred.
Record Your Results
Document results in either a note or tracker
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Process for Running a Targeted Advising Campaign with SSC
In Summary: How It Works
Focus Contact Follow UpIntervene
Focus on one of your institution’s areas of greatest opportunity
Resources:
• Institution Reports• EAB Best-Practice
Research
Identify
Create lists of students with target attributes to define your target population
Resources:
• Advanced Search• Saved Lists
• Watch Lists
Send proactive outreach to students to establish contact
Resources:
• CSV Exportation• Campaign Resources
• Mass Action Operations
Meet with students and provide tailored advising support to this population’s needs
Resources:
• Student Profiles• Risk Analysis & Major Explorer
Follow up on student progress and track campaign outcomes
Resources:
• Notes and Interaction Tracking
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ROAD MAP
1
2
3
20
Using Targeted Campaigns to Support Proactive and Strategic Advising
Five Steps to Planning, Executing, and Analyzing Campaigns
Houston GPS Campaign Ideas
©2017 EAB • All Rights Reserved • eab.com • 34952G
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• Students that are not grad candidates for current term or future term
• High unit students, students not registered for 15 units
• Non-probation students (by Term and Cum GPA’s)
• Students enrolled in past term
• Students enrolled in current term
• Students not enrolled in future term
• First-Time Freshmen
• Transfer
• Underrepresented Minorities (URM)
Targeting Specific Student Populations
Cohorts, Ethnicity
Enrollment History
Academic Performance
Graduation Candidacy
Using Advanced Search capabilities to find off-path students
• Increase 4 year grad rates for first-time freshmen students• Increase 2 year grad rates for transfer students• Achievement gap closure for URM students
Goals:
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• Categories (Any): Specific FTF
cohort
– e.g. FTF 2014
• Categories (None): Grad
Candidacy in term corresponding
to timely graduation
– e.g. Spring or Summer 2018
• Cum GPA 2.0+
Advanced Search Suggestions
Students not set to graduate in 4 years
Achievement Gap Outreach
“High Flyer” Students
Ability to identify students and invite to schedule advising appointments
• Categories (Any): by ethnicity or
URM status
• Target murky middle students:
30-90 units earned, 2.0-3.0 Cum GPA
• Concern Level: Moderate or High
• Multiple success marker
notifications triggering
• Select students by College,
Major, or Minor (category)
• Target 2nd semester Freshmen
(earned 16-30 units) or Sophomores (earned 45-60
units)
• High Cum GPA: 3.6-4.0
• Enrollment History: enrolled past term or current term, not
enrolled next term
15 to Finish
• Select students by College,
Major, or Minor (category)
• Enrollment History: enrolled
current term or next term
• Term Data: Credit hours less
than or equal to 14 units
Senior Stop Outs
• Select students by College,
Major, or Minor (category)
• Target students with greater than
90 units earned
• Enrollment History: not enrolled
consecutive terms
– e.g. Fall 17 AND Spring 18
• Categories (Any): Specific
Transfer cohort
– e.g. Transfer cohort 2016
• Categories (None): Grad
Candidacy in term corresponding
to timely graduation
– e.g. Spring or Summer 2018
• Cum GPA 2.0+
Students not set to graduate in 2 years
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23Campaign Calendars
• 11,820 students
• Public Research University
• 41% overall graduation rate
8:00 a.m.
Light Breakfast ProvidedGuest Arrival
8:30 a.m. Elevating the Advising Profession
Fall 2018
Smooth Transition
Target current and transfer students, provide a smooth transition into Spring, and define expectations for next term.
High-Concern
To improve GPA: provide High-Concern population with alternative program options, degree maps, support service referrals.
Graduation Rate
Work with population close to completion to assist and support last course efforts.
Academic Success and Attrition
The aim is to improve student academic performance by offering high-touch advising support. Spring
JanuaryEngage with new transfer students and students who are beginning with UNE for the Spring Term. Provide them all of
the information they need to make a smooth transition (including contacts to important university services, offices and program advisors.
Welcome Transfers!
February
March
April
May
June
Connect with advisees and encourage them to schedule an in-person advising session to discuss their academic
performance and work toward a major-match discussion.
High-Concern Students (First Year and beyond)
#1. Connect with all advisees to provide key midterm dates and provide withdrawal processes and information. #2
Reach out to students who were successful on midterms and send a congratulatory email. #3. Reach out to all student who were not successful on midterms and require an in-person meeting. Include support services available.
Withdrawal, Midterms, and other Milestones
Conduct appointments with students you targeted in your outreach campaign initiated last month and connect
students with appropriate support resources and interventions.
Outreach Follow Up
Tying up loose ends…
Graduation Completion Outreach
Connect with all students who have applied for and have been approved to walk in commencement, but have not
completed the requirements needed for degree completion. The plan will be to increase graduation rates.
Follow up with students you met with last month and relevant administrators to assess the effectiveness of your
interventions.
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