On today’s episode, Bart Caylor, President & Founder at Caylor Solutions Inc, and Troy Singer, Senior Account Executive at Think Patented, have a conversation with Jeurell Smith, Institutional Data Analyst at Otterbein University about:
- How to lead multi-platform CRM integration at your university
- Benefits of syncing your data and marketing team communication
- Length of time it takes to implement a multi-platform CRM
- Navigating the Request for Proposal (RFP) process for projects
Know of a higher education marketing change agent you’d like to hear on the show? Does your university have an interesting story to be featured?
Connect with Bart Caylor or Troy Singer. If you’re not on LinkedIn, check the Caylor Solutions or Think Patented.
To hear more interviews like this one, subscribe to The Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.
The Higher Ed Marketer podcast is brought to you by Caylor Solutions, an Education Marketing, and Branding Agency.
Transcript
WEBVTT
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One thing I really do want to
point out to people to make sure that
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you have a consistent question structure,
so every time go into these demos,
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each subject area expert will ask,
or at least make sure that we have
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some documentation of that exact question.
You are listening to the Higher Ed Marketer,
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00:00:18.989 --> 00:00:23.820
a podcast geared towards marketing professionals in
higher education. This show will tackle
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00:00:23.940 --> 00:00:28.379
all sorts of questions related to student
recruitment, don'tor relations, marketing trends,
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new technologies and so much more.
If you are looking for conversations centered around
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where the industry is going, this
podcast is for you. Let's get into
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the show once again. Welcome to
the Higher Ed Marketer podcast. I'm choice
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singer here with the cohost of the
show, Bart Taylor, and Bart,
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I am happy we have made it
two, episode three. Yes, I'm
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excited about that as well. It's
it's been really rewarding to have these conversations
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and and it's just it's been great
here. I definitely agree. And today
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you and I get the geek out
a little bit because Bart, as some
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of our listeners know, you are
a longtime marketing and branding professional and I
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currently execute print and marketing projects and
we both love the subject of relevant data
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for marketing. Yeah, I think
that over the course of my career,
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starting in the in the late s
and early s, just the amount of
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data that we now have available to
as marketers to be able to, you
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know, do some smart things and
do everything from, you know, customized
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and personalized emails and direct mail and
print pieces. It's amazing. So I'm
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really excited about today's conversation and I'm
excited about it too, especially when I
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discovered our guest today, who has
worked with and hire it and various capacities
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for or fifteen years and has recently
led his institution to US Crm Migration Initiative
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which touched a lot of departments at
the university you serves, and I was
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just happy you agreed to come on
and share his learnings of his fun and
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I did use air quotes there,
although when he talks about it is with
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a smile, but I'm sure there
was some painful points there as well.
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So, without any further ado,
I'm going to bring in Darrell Smith,
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institutional data analyst that atterbying university,
to the conversation. Drell, thank you
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so much for joining us today.
My President, guys very excited to be
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here with you guys, hanging out
with two of the finest in the marketing
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areas. Joy print part with digital
makes quite a dynamic duo. Thank you,
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Darrell. I appreciate you saying that
and I know I took you a
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little by surprise when I asked you
to doing join the podcast and talk about
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data and your crm migration journey.
But from the conversations I've had with you,
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they were just so interesting and I
am a believer that there are other
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people out there that are at points
where they know they need to do something
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with their data and would like to
hear some helpful experiences and stories from someone
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that just went through a similar project. Yeah, absolutely, I mean there's
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nothing quite like a multi platform crm
integration. I mean with any projects of
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this type in this magnitude, you
can do nothing but just have fun with
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it. Well, before we jump
into a Darrell, I would like to
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give our listeners a little bit about
you personally. So if you could share
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one or two aspects of your life
outside of the work that gives us a
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glimpse of who you are? Yeah, definite family man. I have two
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kids, my son Langdon is nine, my daughter Olivia, who six,
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and a wonderful wife, Regina,
getting the spend a lot of time with
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them now, as even their hybrid
classrooms at home, working from home remotely
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and also being a teacher has been, you know, great experience. And
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second aspect is just, you know, I enjoy to rebuild things. I
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like to, you know, tinker
around with an electronics, iphones, laptops.
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Most recently took apart my bike all
way down to the bearings, giving
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them new Greece, and just that
process of getting in and making things new
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and betters enjoyable for me. That's
great. That sounds like the perfect segue
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into a crm integration. The idea
of tearing everything down and and kind of
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rebuilding it. I think that's that's
so true. So, you know,
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let's just talk a little bit about
that as we look at the CRM project.
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You Co ed, could you describe
Road Er buyd was data wise before
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the project and the reason why university
decided the upgrade was needed? I mean
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that might really really give us some
context and help some of our listeners.
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Yeah, dayawise, Odo bind is
in a good play, as when we
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use data. We had some great
leadership from VP the provost levels that tend
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to really understand how to leverage data
and push to use it consistently and widespread
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through our campus reporting and leverage it
in different areas, you know, whether
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it's enrollment, academic affairs. I
mean we are some of the most campuses
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where, you know, each division
tends to have their own system. So
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it does try to provide these sidelos
but you know, hopefully there's no different
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systems between departments. But we do
a consistent job of f finding the data
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flow to know how to move the
data outside of these systems so that we
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could see beyond just one silo of
maybe an admissions department or an alumni relations
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department. As far as the see
irm goes, our crm need was very
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obvious. We had a system for
about seven years. I mean, with
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technology evolving so fast, that system
was probably two to three generations old.
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It's still had a flat file database. Or didn't you have a relationship database?
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So we would push data into it
as much as we can, but
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had a lot of limiting aspects to
it. So as we start to realize
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that, then you just find the
timing when contracts are up and then you
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start the process of freaking out.
Okay, what all do we want and
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need? So we knew we needed
much better reporting from the marketing and emission
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side of things, from our communications. We also wanted to leverage hosting applications.
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That system was also very clunky and
getting run now and our graduate office
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was constantly wanting to be more flexible. Same thing with certificate programs. Wanted
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to do more with that and we
wanted to also we had to collect behavior
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analytics. A lot of these new, more modern CRMS tend to collect a
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lot of the behavior interactions that they
have within that system, and all those
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reasons were why we need to move
on. Yeah, that's great and I
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know some of those behavioral analytics.
Even just being able to hook your system
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into the website and the landing pages
and to, you know, email how
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that all performs really can give you
a especially in the rollment side, give
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you a really clear picture on maybe
what the perspective students and families are interested
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in. So that's really interesting.
So you kind of talked about the idea
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and and I hear this a lot
from a lot of the clients that I
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work with, is the idea that, oh wow, we were in this
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dinosaur of a system that we would
love to get out of. We're in
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a multi year contract. We're kind
of you know what's coming up, but
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even when it's coming up, I'm
sure that from a even of the decision
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was made, even from a high
level, it's going to take some time
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and different phases that to plan it
out and put a timeline together to kind
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of get the project completed. It's
not like you just say, Hey,
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our crm contracts coming up and at
the end of June and it's here,
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it is and you know, March, let's get going. I mean there's
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a lot more that goes into it
than that. Maybe you can walk us
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through a little bit about what that
project plan looked like, what that timeline
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was like. I mean, how
long did it take you guys to implement
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this? Yes, Bart, you're
right. We first started with a request
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for proposal process which brought together kind
of a committee of leadership and also functional
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perspectives. You know, anything from
the top level VP of enrollment management,
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to our marketing directors and missions counselor
managers, Graduate Office Front and users who
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actually have the hands on responsibility with
some of the data and of course it
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was a part of this, but
we put together that group just to start
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the process of inquiring, you know, what systems, to even look at
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what these systems had to offer us. So as we started to put that
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list and information together from these pre
meetings, we then went into a demo
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process. And one thing I really
do want to point out to people to
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make sure that you have a consistent
question structure. So every time you go
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into these demos, each subject area
expert will ask or at least make sure
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that we have some documentation of that
exact question. It just keeps it a
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lot more even so when you start
looking back to say, okay, you
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know this one had that. What
do they say to this, it just
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shows usself to be much more consistent. Also, as we start to work
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through those, you know that process
tends to narrow our options down pretty quickly.
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You can start to see where it's
going. And then we start to
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dive deeper, even into the RP
cost calculations, because they're all unique and
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how they charge you and all of
them are not unlimited. There could be
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costpertext, cost per geo track.
I mean it's really starts to build.
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So had you start to crunt some
of the number words, you know,
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it started to become, you know, obvious. Which one, you know,
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we still start to go to.
And once we found that information,
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then we start to realize, well, we need a etl tool, we
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need a tool that will move that
information from our crm to our sis and
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then vice versa, so we can
have data moving back and forth consistently.
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So that almost in itself was a
second mini progress or project process in the
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middle of this. So as we
start to uncover some of those things now
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we start to see where we need
to go with it and we start to
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identify our stakeholders. You know,
they're all part of the opinion of what
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we needed and now what's their responsibilities
within this major project and really hashing it
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out with that leadership to make sure
that you have a good communication structure,
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because there's so many different expertise.
You know, the marketing content expert is
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not going to really know much about
the data. The people who are actually
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interacting physically, talking to students or
meeting with students kind of have that personal
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touch to help. You know,
building another aspect of marketing communication that you
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might want to leverage. So really
trying to connect all those people together so
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that you know, as you start
to build a implement the product, you
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have the data what you need with
the marketing plan and then, of course,
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you know implementation map. I mean
there's, and I say multisystem platform
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we have. We are common APP
school, so we have a common APP
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application. Data that goes into our
CRM, then that data goes into our
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ETL and then, as so,
you start to get a very complex series
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of data transfers. A start to
happen. So really got to lay that
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out. And as far as timeline
goes, you know we tried to do
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within six to eight months, but
that's not a complete implementation. There's definitely
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multiple phases. I mean we had
to even stand up temperate data transfers so
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once we got the product in our
o product, you know, we can
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no longer use contractor was up we
could keep the communication seamlessly flowing to our
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current applicants while we started the build
in some of the additional functionality that we
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needed with all the new bells and
whistles that the crm tool was going to
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allow us to do. And then, of course, mid year there's always
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adjustments in backup plans as you start
to go through that, which want to
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make sure we were not left empty
handed if something was going to slow down
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or not respond the way we expected. I think it's interesting, I mean
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what you've described here. I mean
I hear the analogy sometimes if you know,
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you know, trying to take a
part of an airplane while you're flying
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it. I mean it's sure you've
got so many complex things going on.
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You've got so many different constituents and
I really appreciate what you said about the
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demos and making sure that everybody's kind
of on the same pace, because a
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lot of places, you know,
while you might do inn our FP for
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Crm's, there is a wide range
of crms Todam and you have everything from
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people that are using old systems and
trying to, you know, do different
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things with with with software, to
some of the new web based systems that
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are pretty slick. And then the
fee teacher set is pretty wide ranging on
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all that as well. And so
I think that sometimes, you know,
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you can you can have one group. Maybe the marketers get kind of geeked
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out over some marketing aspects of the
automation, but you and and some people
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that are more in the data are
like, well, you know what this
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is not. This is more of
a flat database. It's not it's not
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relational like we need. And so
I'm sure it was very challenging sometimes as
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you as you were kind of going
through that, to keep everything as an
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apples to apples as opposed to know, hey, there's a banana, there's
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an apple, there's a apricot and
that type of thing. Yeah, I
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can totally relate to what you're saying. I mean there is even some systems
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that had the multi a modular so
they included not only the emission side,
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at the alumni side and the retention
side of current students in those things.
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There's just so big and great and
it almost allows you to have so much
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information on one place. Who's can
be very dynamic to have the whole student
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life cycle at one place that you
can really dig into. But then you
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start to kind of realize the scope
of that. How many people are going
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to support this or any hot and
then it that just got so that was
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the one that really caught my attention, but it was pretty obvious we probably
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couldn't support it to its full needs
at this point. Drell, that's great.
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I mean I think that there's just
so much that we can continue to
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talk about here. I mean you
certainly have a large scope of work that
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you've identified in so many different stakeholders
that you need to bring together and satisfy.
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Maybe you can tell us a little
bit about, you know, the
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project, highlighting aspects of it that
maybe higher end marketers and similar stakeholders could
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benefit from when they're kind of considering
this and be a part of that team
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that you've talked about. Yeah,
one thing from the markets perspective is scoping
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and prioritizing the functional enhancements that they
need. With all these bells and whistles.
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They're all look so great and fabulous, but they all take time,
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resources and expertise to be able to
unleash, you know, the full power
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of what they have in them.
So, of course, you know texting
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and emailing is usually a must add. That's right from the beginning. But
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about communication flows, creating those outside
the system so you're already have kind of
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a template to lay out as you
start to execute them in the system,
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is something that, you know,
we found helpful. Leveraging micro sites,
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landing pages. We just realize that
there is so much we wanted to accomplish
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that we really need to hone in
on, okay, what's first, what
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second, was third, and then
start to allocate our resources to those things
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in that order. Because there was, to be honest, couple times when,
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you know, the data side was
getting so much information to one place
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but the marketing sign wasn't ready to
use the landing pages yet. So we
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kind of got a little out of
sink on having, you know, so
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much attention put on one place but
they weren't ready to leverage that part of
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the process. So knowing what that
priority is in the scope of what's there
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with your resources and also what data
needs you have and want. These systems
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are now starting to have built in
analytics, so they're already tracking and giving
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you some sort of sense of what
type of engagement they're having, whether it's
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websites, landing pages, emails,
text messages. But is there other data
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sources around campus that maybe emissions counselors
understand they want to have and you want
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to work into your marketing communications?
And then making sure that the communication networks
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are there with those stakeholders. You
know, having that and data analysts there
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with the counselors, are the personal
touchs, with the Web Masters, with
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all the digital content experts in that
conversation flow, so you can align all
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these skill sets together and have them
moving in the same direction when you want
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them to move so they kind of
keep in sync. And then, once
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you figure out that process, keeping
that process repetitive. So that's always iterating,
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always cycling, because I'm sure you
know you want the messaging, the
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marketing messaging, to be as flexible
as it can when you want that,
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you know, message to change in
shift. It's a continual improvement all the
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way off the way along the road, and having that data helps you make
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those continual improvements. That's great.
Yeah, absolutely, it's really good.
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Well, I think we could certainly
continue to talk about this. I mean,
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as I know, as try mentioned
earlier, I can geek out about
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this all day long and it's for
the sake of for the sake of time.
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I think that we can kind of
kind of wrap up some of this.
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So I really appreciate the chance for
taking some time here on. There
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are podcast absolutely, it's been great. Implementation has been successful at this point.
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One of the things we're already getting
benefits from it already and we've just
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touched tippity iceberg. There is just
so much still in there that we have
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to draw out of it and draw
into our marketing plans and and campaigns that
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we have. So and that's really
one of the most exciting parts, is
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that we still have so much more
potential to further levers is crm that you
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know, we can be working for
years around the clock at just steadily drawing
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out more and becoming better at what
this new tool can can do for us
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in the institution. Since you are
at just the tip of the iceberg and
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you've touched on so many takeaways that
I love listening to, is there one
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thing, either additional or maybe something
that you want to re emphasize that others
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looking to go into a similar project
that you would want them to walk away
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from this message with? Yeah,
absolutely good question. There is identifying those
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key data to marketing data points in
individuals that you want to have in that
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process ahead of time and starting that
communication. Now, like I mentioned,
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you know, you have the counselors
who are talking facetoface, then you got
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the marketing put it into consistent messaging. Then you got the data side and
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being able to align those individuals to
work together and have a good relations and
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ship. Will hope you can textualize
the data into like real marketing actions.
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So I don't think you can start
facilitating those relationships in that communication hierarchy or
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flow or governance or whatever term you
kind of want to and bed to show
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the consistency of it. But that
will not only it just help you continuously
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build and help you get a good
backlog of tasks and goals going into the
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projects, so you kind of already
have a little bit of results driven implementation
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so you know where you want to
go with it and you can hit the
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ground running right away, and that
will also help the process be a little
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more nimble so you can always adjust
on the fly with marketing messaging needs.
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Thank you. Thank you for sharing
that and thank you for sharing a lot
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of the other takeaways that you've provided
today. There's no doubt that there are
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people out there that are going to
be looking at this daunting project in front
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of them and we'll be able to
glean some benefit from our conversation today and
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if someone would like to contact you
if they had additional questions or things like
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they would like to engage with you
on how would the best way for them
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to do that be? Yeah,
they can definitely find me on Linkedin under
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Darrell Smith. They can also search
Jr Smith and Linkedin Durel will come up
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there. It's a little easier then. Also email JR Smith. That autoby
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dot eedu. Thanks again, Darrell
Bark that was a wonderful conversation and again
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I am just thankful that Darrell was
able to share what he did about the
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journey that he just took out or
buying through. Yeah, I think it's
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so critical and it's so nice to
hear somebody who's went through the journey,
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who's, you know, coming to
the tail end of that journey and just
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being able to kind of tell some
of their war stories and what happened.
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Again, I think it's a daunting
task for any school to to engage in
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a you know refresh of a crm
or or migrated for other systems, and
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I think a lot of what he
said, I think will be very valuable
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for a lot of our guests.
Well said and even though it's a project
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00:19:49.410 --> 00:19:53.039
that seems daunting, it has to
be done. It does has to be
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done, Bart. Thank you very
much. We have made it through episode
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00:19:56.759 --> 00:20:03.079
three. To everyone else, the
Higher Ed Marketer podcast is sponsored by Taylor
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00:20:03.160 --> 00:20:08.549
solutions and education, marketing and branding
agency and by thing patented, a Marketing
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00:20:08.589 --> 00:20:15.509
Execution Printy and mainly provider of high
right solutions. On behalf of my cohost
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00:20:15.630 --> 00:20:21.940
Bart Kaylor, I'm troy singer.
Thank you for joining us. You've been
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00:20:21.980 --> 00:20:26.059
listening to the Higher Ed Marketer.
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