How a Multi-Platform CRM can Drive Marketing Insights

WEBVTT 1 00:00:00.160 --> 00:00:03.680 One thing I really do want to point out to people to make sure that 2 00:00:03.799 --> 00:00:08.310 you have a consistent question structure, so every time go into these demos, 3 00:00:08.550 --> 00:00:12.830 each subject area expert will ask, or at least make sure that we have 4 00:00:13.150 --> 00:00:18.550 some documentation of that exact question. You are listening to the Higher Ed Marketer, 5 00:00:18.989 --> 00:00:23.820 a podcast geared towards marketing professionals in higher education. This show will tackle 6 00:00:23.940 --> 00:00:28.379 all sorts of questions related to student recruitment, don'tor relations, marketing trends, 7 00:00:28.460 --> 00:00:33.179 new technologies and so much more. If you are looking for conversations centered around 8 00:00:33.219 --> 00:00:37.369 where the industry is going, this podcast is for you. Let's get into 9 00:00:37.409 --> 00:00:46.770 the show once again. Welcome to the Higher Ed Marketer podcast. I'm choice 10 00:00:46.810 --> 00:00:50.439 singer here with the cohost of the show, Bart Taylor, and Bart, 11 00:00:50.840 --> 00:00:54.200 I am happy we have made it two, episode three. Yes, I'm 12 00:00:54.240 --> 00:00:58.399 excited about that as well. It's it's been really rewarding to have these conversations 13 00:00:58.520 --> 00:01:03.520 and and it's just it's been great here. I definitely agree. And today 14 00:01:03.679 --> 00:01:07.030 you and I get the geek out a little bit because Bart, as some 15 00:01:07.430 --> 00:01:11.469 of our listeners know, you are a longtime marketing and branding professional and I 16 00:01:11.629 --> 00:01:17.629 currently execute print and marketing projects and we both love the subject of relevant data 17 00:01:17.750 --> 00:01:21.299 for marketing. Yeah, I think that over the course of my career, 18 00:01:21.379 --> 00:01:25.060 starting in the in the late s and early s, just the amount of 19 00:01:25.099 --> 00:01:29.219 data that we now have available to as marketers to be able to, you 20 00:01:29.299 --> 00:01:32.930 know, do some smart things and do everything from, you know, customized 21 00:01:32.969 --> 00:01:37.530 and personalized emails and direct mail and print pieces. It's amazing. So I'm 22 00:01:37.569 --> 00:01:42.250 really excited about today's conversation and I'm excited about it too, especially when I 23 00:01:42.409 --> 00:01:46.849 discovered our guest today, who has worked with and hire it and various capacities 24 00:01:46.849 --> 00:01:52.599 for or fifteen years and has recently led his institution to US Crm Migration Initiative 25 00:01:52.640 --> 00:01:56.760 which touched a lot of departments at the university you serves, and I was 26 00:01:56.840 --> 00:02:00.239 just happy you agreed to come on and share his learnings of his fun and 27 00:02:00.280 --> 00:02:04.150 I did use air quotes there, although when he talks about it is with 28 00:02:04.310 --> 00:02:07.109 a smile, but I'm sure there was some painful points there as well. 29 00:02:07.349 --> 00:02:12.030 So, without any further ado, I'm going to bring in Darrell Smith, 30 00:02:12.509 --> 00:02:16.979 institutional data analyst that atterbying university, to the conversation. Drell, thank you 31 00:02:17.099 --> 00:02:22.060 so much for joining us today. My President, guys very excited to be 32 00:02:22.180 --> 00:02:24.060 here with you guys, hanging out with two of the finest in the marketing 33 00:02:24.099 --> 00:02:29.699 areas. Joy print part with digital makes quite a dynamic duo. Thank you, 34 00:02:29.740 --> 00:02:32.009 Darrell. I appreciate you saying that and I know I took you a 35 00:02:32.050 --> 00:02:37.729 little by surprise when I asked you to doing join the podcast and talk about 36 00:02:37.849 --> 00:02:42.810 data and your crm migration journey. But from the conversations I've had with you, 37 00:02:43.530 --> 00:02:46.840 they were just so interesting and I am a believer that there are other 38 00:02:46.000 --> 00:02:50.159 people out there that are at points where they know they need to do something 39 00:02:50.280 --> 00:02:55.840 with their data and would like to hear some helpful experiences and stories from someone 40 00:02:55.919 --> 00:03:00.669 that just went through a similar project. Yeah, absolutely, I mean there's 41 00:03:00.710 --> 00:03:06.110 nothing quite like a multi platform crm integration. I mean with any projects of 42 00:03:06.189 --> 00:03:07.909 this type in this magnitude, you can do nothing but just have fun with 43 00:03:07.990 --> 00:03:13.539 it. Well, before we jump into a Darrell, I would like to 44 00:03:13.699 --> 00:03:16.419 give our listeners a little bit about you personally. So if you could share 45 00:03:16.460 --> 00:03:21.060 one or two aspects of your life outside of the work that gives us a 46 00:03:21.099 --> 00:03:24.099 glimpse of who you are? Yeah, definite family man. I have two 47 00:03:24.139 --> 00:03:29.289 kids, my son Langdon is nine, my daughter Olivia, who six, 48 00:03:29.490 --> 00:03:31.770 and a wonderful wife, Regina, getting the spend a lot of time with 49 00:03:31.889 --> 00:03:37.969 them now, as even their hybrid classrooms at home, working from home remotely 50 00:03:38.050 --> 00:03:40.129 and also being a teacher has been, you know, great experience. And 51 00:03:42.319 --> 00:03:45.520 second aspect is just, you know, I enjoy to rebuild things. I 52 00:03:45.680 --> 00:03:50.759 like to, you know, tinker around with an electronics, iphones, laptops. 53 00:03:51.000 --> 00:03:53.680 Most recently took apart my bike all way down to the bearings, giving 54 00:03:53.719 --> 00:03:58.669 them new Greece, and just that process of getting in and making things new 55 00:03:58.750 --> 00:04:03.430 and betters enjoyable for me. That's great. That sounds like the perfect segue 56 00:04:03.590 --> 00:04:09.229 into a crm integration. The idea of tearing everything down and and kind of 57 00:04:09.270 --> 00:04:11.979 rebuilding it. I think that's that's so true. So, you know, 58 00:04:12.379 --> 00:04:15.099 let's just talk a little bit about that as we look at the CRM project. 59 00:04:15.139 --> 00:04:18.379 You Co ed, could you describe Road Er buyd was data wise before 60 00:04:18.420 --> 00:04:21.379 the project and the reason why university decided the upgrade was needed? I mean 61 00:04:21.660 --> 00:04:26.089 that might really really give us some context and help some of our listeners. 62 00:04:26.170 --> 00:04:28.769 Yeah, dayawise, Odo bind is in a good play, as when we 63 00:04:28.810 --> 00:04:32.810 use data. We had some great leadership from VP the provost levels that tend 64 00:04:32.850 --> 00:04:41.240 to really understand how to leverage data and push to use it consistently and widespread 65 00:04:41.319 --> 00:04:44.680 through our campus reporting and leverage it in different areas, you know, whether 66 00:04:44.720 --> 00:04:47.800 it's enrollment, academic affairs. I mean we are some of the most campuses 67 00:04:47.879 --> 00:04:50.720 where, you know, each division tends to have their own system. So 68 00:04:50.839 --> 00:04:56.430 it does try to provide these sidelos but you know, hopefully there's no different 69 00:04:56.430 --> 00:05:00.110 systems between departments. But we do a consistent job of f finding the data 70 00:05:00.230 --> 00:05:04.470 flow to know how to move the data outside of these systems so that we 71 00:05:04.550 --> 00:05:10.300 could see beyond just one silo of maybe an admissions department or an alumni relations 72 00:05:10.540 --> 00:05:15.139 department. As far as the see irm goes, our crm need was very 73 00:05:15.300 --> 00:05:19.139 obvious. We had a system for about seven years. I mean, with 74 00:05:19.300 --> 00:05:25.009 technology evolving so fast, that system was probably two to three generations old. 75 00:05:25.209 --> 00:05:29.129 It's still had a flat file database. Or didn't you have a relationship database? 76 00:05:29.250 --> 00:05:30.689 So we would push data into it as much as we can, but 77 00:05:31.290 --> 00:05:35.720 had a lot of limiting aspects to it. So as we start to realize 78 00:05:35.720 --> 00:05:39.639 that, then you just find the timing when contracts are up and then you 79 00:05:39.720 --> 00:05:43.720 start the process of freaking out. Okay, what all do we want and 80 00:05:43.920 --> 00:05:47.879 need? So we knew we needed much better reporting from the marketing and emission 81 00:05:48.000 --> 00:05:53.829 side of things, from our communications. We also wanted to leverage hosting applications. 82 00:05:54.189 --> 00:05:59.149 That system was also very clunky and getting run now and our graduate office 83 00:05:59.310 --> 00:06:02.350 was constantly wanting to be more flexible. Same thing with certificate programs. Wanted 84 00:06:02.389 --> 00:06:06.459 to do more with that and we wanted to also we had to collect behavior 85 00:06:06.500 --> 00:06:11.740 analytics. A lot of these new, more modern CRMS tend to collect a 86 00:06:11.939 --> 00:06:16.220 lot of the behavior interactions that they have within that system, and all those 87 00:06:16.259 --> 00:06:19.250 reasons were why we need to move on. Yeah, that's great and I 88 00:06:19.329 --> 00:06:23.850 know some of those behavioral analytics. Even just being able to hook your system 89 00:06:23.889 --> 00:06:27.649 into the website and the landing pages and to, you know, email how 90 00:06:27.730 --> 00:06:30.209 that all performs really can give you a especially in the rollment side, give 91 00:06:30.209 --> 00:06:35.040 you a really clear picture on maybe what the perspective students and families are interested 92 00:06:35.079 --> 00:06:39.480 in. So that's really interesting. So you kind of talked about the idea 93 00:06:39.480 --> 00:06:41.680 and and I hear this a lot from a lot of the clients that I 94 00:06:41.720 --> 00:06:44.639 work with, is the idea that, oh wow, we were in this 95 00:06:45.000 --> 00:06:46.589 dinosaur of a system that we would love to get out of. We're in 96 00:06:46.670 --> 00:06:50.670 a multi year contract. We're kind of you know what's coming up, but 97 00:06:50.829 --> 00:06:55.990 even when it's coming up, I'm sure that from a even of the decision 98 00:06:56.069 --> 00:06:59.750 was made, even from a high level, it's going to take some time 99 00:06:59.949 --> 00:07:03.540 and different phases that to plan it out and put a timeline together to kind 100 00:07:03.540 --> 00:07:05.540 of get the project completed. It's not like you just say, Hey, 101 00:07:05.579 --> 00:07:11.540 our crm contracts coming up and at the end of June and it's here, 102 00:07:11.579 --> 00:07:13.899 it is and you know, March, let's get going. I mean there's 103 00:07:13.899 --> 00:07:15.649 a lot more that goes into it than that. Maybe you can walk us 104 00:07:15.689 --> 00:07:19.769 through a little bit about what that project plan looked like, what that timeline 105 00:07:19.889 --> 00:07:21.930 was like. I mean, how long did it take you guys to implement 106 00:07:23.050 --> 00:07:27.529 this? Yes, Bart, you're right. We first started with a request 107 00:07:27.610 --> 00:07:32.560 for proposal process which brought together kind of a committee of leadership and also functional 108 00:07:32.839 --> 00:07:36.600 perspectives. You know, anything from the top level VP of enrollment management, 109 00:07:38.079 --> 00:07:44.279 to our marketing directors and missions counselor managers, Graduate Office Front and users who 110 00:07:44.279 --> 00:07:47.509 actually have the hands on responsibility with some of the data and of course it 111 00:07:48.029 --> 00:07:51.230 was a part of this, but we put together that group just to start 112 00:07:51.350 --> 00:07:56.149 the process of inquiring, you know, what systems, to even look at 113 00:07:56.230 --> 00:08:00.220 what these systems had to offer us. So as we started to put that 114 00:08:00.579 --> 00:08:03.819 list and information together from these pre meetings, we then went into a demo 115 00:08:03.939 --> 00:08:09.339 process. And one thing I really do want to point out to people to 116 00:08:09.379 --> 00:08:13.209 make sure that you have a consistent question structure. So every time you go 117 00:08:13.329 --> 00:08:18.490 into these demos, each subject area expert will ask or at least make sure 118 00:08:18.529 --> 00:08:22.250 that we have some documentation of that exact question. It just keeps it a 119 00:08:22.290 --> 00:08:24.970 lot more even so when you start looking back to say, okay, you 120 00:08:26.050 --> 00:08:28.600 know this one had that. What do they say to this, it just 121 00:08:28.120 --> 00:08:33.080 shows usself to be much more consistent. Also, as we start to work 122 00:08:33.200 --> 00:08:37.759 through those, you know that process tends to narrow our options down pretty quickly. 123 00:08:37.879 --> 00:08:41.549 You can start to see where it's going. And then we start to 124 00:08:41.629 --> 00:08:46.070 dive deeper, even into the RP cost calculations, because they're all unique and 125 00:08:46.149 --> 00:08:50.269 how they charge you and all of them are not unlimited. There could be 126 00:08:50.429 --> 00:08:54.990 costpertext, cost per geo track. I mean it's really starts to build. 127 00:08:54.990 --> 00:08:56.259 So had you start to crunt some of the number words, you know, 128 00:08:56.340 --> 00:08:58.740 it started to become, you know, obvious. Which one, you know, 129 00:08:58.820 --> 00:09:03.259 we still start to go to. And once we found that information, 130 00:09:03.740 --> 00:09:07.100 then we start to realize, well, we need a etl tool, we 131 00:09:07.220 --> 00:09:11.610 need a tool that will move that information from our crm to our sis and 132 00:09:11.730 --> 00:09:16.570 then vice versa, so we can have data moving back and forth consistently. 133 00:09:16.049 --> 00:09:22.490 So that almost in itself was a second mini progress or project process in the 134 00:09:22.570 --> 00:09:26.039 middle of this. So as we start to uncover some of those things now 135 00:09:26.720 --> 00:09:28.440 we start to see where we need to go with it and we start to 136 00:09:28.480 --> 00:09:33.200 identify our stakeholders. You know, they're all part of the opinion of what 137 00:09:33.279 --> 00:09:37.830 we needed and now what's their responsibilities within this major project and really hashing it 138 00:09:37.950 --> 00:09:43.190 out with that leadership to make sure that you have a good communication structure, 139 00:09:43.429 --> 00:09:46.750 because there's so many different expertise. You know, the marketing content expert is 140 00:09:46.830 --> 00:09:50.470 not going to really know much about the data. The people who are actually 141 00:09:50.509 --> 00:09:56.100 interacting physically, talking to students or meeting with students kind of have that personal 142 00:09:56.259 --> 00:10:00.179 touch to help. You know, building another aspect of marketing communication that you 143 00:10:00.259 --> 00:10:05.700 might want to leverage. So really trying to connect all those people together so 144 00:10:05.980 --> 00:10:07.929 that you know, as you start to build a implement the product, you 145 00:10:09.009 --> 00:10:11.529 have the data what you need with the marketing plan and then, of course, 146 00:10:11.690 --> 00:10:16.690 you know implementation map. I mean there's, and I say multisystem platform 147 00:10:16.730 --> 00:10:18.370 we have. We are common APP school, so we have a common APP 148 00:10:18.370 --> 00:10:24.159 application. Data that goes into our CRM, then that data goes into our 149 00:10:24.200 --> 00:10:28.440 ETL and then, as so, you start to get a very complex series 150 00:10:28.720 --> 00:10:33.600 of data transfers. A start to happen. So really got to lay that 151 00:10:33.759 --> 00:10:37.230 out. And as far as timeline goes, you know we tried to do 152 00:10:37.629 --> 00:10:41.509 within six to eight months, but that's not a complete implementation. There's definitely 153 00:10:41.629 --> 00:10:48.590 multiple phases. I mean we had to even stand up temperate data transfers so 154 00:10:48.789 --> 00:10:50.820 once we got the product in our o product, you know, we can 155 00:10:50.899 --> 00:10:56.820 no longer use contractor was up we could keep the communication seamlessly flowing to our 156 00:10:56.899 --> 00:11:01.779 current applicants while we started the build in some of the additional functionality that we 157 00:11:01.980 --> 00:11:05.970 needed with all the new bells and whistles that the crm tool was going to 158 00:11:07.009 --> 00:11:09.730 allow us to do. And then, of course, mid year there's always 159 00:11:09.730 --> 00:11:13.129 adjustments in backup plans as you start to go through that, which want to 160 00:11:13.129 --> 00:11:18.009 make sure we were not left empty handed if something was going to slow down 161 00:11:18.250 --> 00:11:20.600 or not respond the way we expected. I think it's interesting, I mean 162 00:11:20.639 --> 00:11:24.720 what you've described here. I mean I hear the analogy sometimes if you know, 163 00:11:24.440 --> 00:11:26.799 you know, trying to take a part of an airplane while you're flying 164 00:11:26.840 --> 00:11:31.440 it. I mean it's sure you've got so many complex things going on. 165 00:11:31.600 --> 00:11:35.429 You've got so many different constituents and I really appreciate what you said about the 166 00:11:35.429 --> 00:11:37.190 demos and making sure that everybody's kind of on the same pace, because a 167 00:11:37.269 --> 00:11:41.149 lot of places, you know, while you might do inn our FP for 168 00:11:41.230 --> 00:11:45.509 Crm's, there is a wide range of crms Todam and you have everything from 169 00:11:45.509 --> 00:11:48.700 people that are using old systems and trying to, you know, do different 170 00:11:48.740 --> 00:11:52.340 things with with with software, to some of the new web based systems that 171 00:11:52.419 --> 00:11:56.860 are pretty slick. And then the fee teacher set is pretty wide ranging on 172 00:11:56.899 --> 00:12:00.659 all that as well. And so I think that sometimes, you know, 173 00:12:00.740 --> 00:12:03.049 you can you can have one group. Maybe the marketers get kind of geeked 174 00:12:03.049 --> 00:12:07.250 out over some marketing aspects of the automation, but you and and some people 175 00:12:07.250 --> 00:12:09.289 that are more in the data are like, well, you know what this 176 00:12:09.409 --> 00:12:11.250 is not. This is more of a flat database. It's not it's not 177 00:12:11.370 --> 00:12:15.919 relational like we need. And so I'm sure it was very challenging sometimes as 178 00:12:15.919 --> 00:12:18.320 you as you were kind of going through that, to keep everything as an 179 00:12:18.320 --> 00:12:20.360 apples to apples as opposed to know, hey, there's a banana, there's 180 00:12:20.360 --> 00:12:24.879 an apple, there's a apricot and that type of thing. Yeah, I 181 00:12:24.960 --> 00:12:28.000 can totally relate to what you're saying. I mean there is even some systems 182 00:12:28.039 --> 00:12:33.269 that had the multi a modular so they included not only the emission side, 183 00:12:33.309 --> 00:12:37.389 at the alumni side and the retention side of current students in those things. 184 00:12:37.429 --> 00:12:41.470 There's just so big and great and it almost allows you to have so much 185 00:12:41.470 --> 00:12:46.659 information on one place. Who's can be very dynamic to have the whole student 186 00:12:46.700 --> 00:12:50.379 life cycle at one place that you can really dig into. But then you 187 00:12:50.539 --> 00:12:56.059 start to kind of realize the scope of that. How many people are going 188 00:12:56.100 --> 00:12:58.129 to support this or any hot and then it that just got so that was 189 00:12:58.210 --> 00:13:01.970 the one that really caught my attention, but it was pretty obvious we probably 190 00:13:01.970 --> 00:13:05.610 couldn't support it to its full needs at this point. Drell, that's great. 191 00:13:05.649 --> 00:13:07.370 I mean I think that there's just so much that we can continue to 192 00:13:07.409 --> 00:13:11.250 talk about here. I mean you certainly have a large scope of work that 193 00:13:11.370 --> 00:13:13.919 you've identified in so many different stakeholders that you need to bring together and satisfy. 194 00:13:15.480 --> 00:13:16.480 Maybe you can tell us a little bit about, you know, the 195 00:13:16.559 --> 00:13:22.600 project, highlighting aspects of it that maybe higher end marketers and similar stakeholders could 196 00:13:22.600 --> 00:13:24.519 benefit from when they're kind of considering this and be a part of that team 197 00:13:24.559 --> 00:13:30.470 that you've talked about. Yeah, one thing from the markets perspective is scoping 198 00:13:30.549 --> 00:13:35.590 and prioritizing the functional enhancements that they need. With all these bells and whistles. 199 00:13:35.629 --> 00:13:39.870 They're all look so great and fabulous, but they all take time, 200 00:13:39.230 --> 00:13:46.179 resources and expertise to be able to unleash, you know, the full power 201 00:13:46.500 --> 00:13:48.500 of what they have in them. So, of course, you know texting 202 00:13:48.580 --> 00:13:52.860 and emailing is usually a must add. That's right from the beginning. But 203 00:13:52.980 --> 00:13:58.850 about communication flows, creating those outside the system so you're already have kind of 204 00:13:58.929 --> 00:14:01.370 a template to lay out as you start to execute them in the system, 205 00:14:03.169 --> 00:14:07.129 is something that, you know, we found helpful. Leveraging micro sites, 206 00:14:07.769 --> 00:14:13.480 landing pages. We just realize that there is so much we wanted to accomplish 207 00:14:13.519 --> 00:14:16.159 that we really need to hone in on, okay, what's first, what 208 00:14:16.320 --> 00:14:20.320 second, was third, and then start to allocate our resources to those things 209 00:14:20.519 --> 00:14:22.559 in that order. Because there was, to be honest, couple times when, 210 00:14:24.000 --> 00:14:26.590 you know, the data side was getting so much information to one place 211 00:14:28.269 --> 00:14:31.029 but the marketing sign wasn't ready to use the landing pages yet. So we 212 00:14:31.110 --> 00:14:33.669 kind of got a little out of sink on having, you know, so 213 00:14:33.750 --> 00:14:37.230 much attention put on one place but they weren't ready to leverage that part of 214 00:14:37.269 --> 00:14:43.899 the process. So knowing what that priority is in the scope of what's there 215 00:14:43.379 --> 00:14:48.419 with your resources and also what data needs you have and want. These systems 216 00:14:48.460 --> 00:14:54.450 are now starting to have built in analytics, so they're already tracking and giving 217 00:14:54.450 --> 00:14:56.529 you some sort of sense of what type of engagement they're having, whether it's 218 00:14:56.570 --> 00:15:01.289 websites, landing pages, emails, text messages. But is there other data 219 00:15:01.370 --> 00:15:07.600 sources around campus that maybe emissions counselors understand they want to have and you want 220 00:15:07.600 --> 00:15:13.879 to work into your marketing communications? And then making sure that the communication networks 221 00:15:13.879 --> 00:15:18.559 are there with those stakeholders. You know, having that and data analysts there 222 00:15:18.840 --> 00:15:22.470 with the counselors, are the personal touchs, with the Web Masters, with 223 00:15:22.990 --> 00:15:28.429 all the digital content experts in that conversation flow, so you can align all 224 00:15:28.509 --> 00:15:33.190 these skill sets together and have them moving in the same direction when you want 225 00:15:33.230 --> 00:15:37.059 them to move so they kind of keep in sync. And then, once 226 00:15:37.139 --> 00:15:43.539 you figure out that process, keeping that process repetitive. So that's always iterating, 227 00:15:43.580 --> 00:15:46.740 always cycling, because I'm sure you know you want the messaging, the 228 00:15:46.779 --> 00:15:50.610 marketing messaging, to be as flexible as it can when you want that, 229 00:15:52.210 --> 00:15:54.929 you know, message to change in shift. It's a continual improvement all the 230 00:15:54.970 --> 00:15:58.289 way off the way along the road, and having that data helps you make 231 00:15:58.330 --> 00:16:02.570 those continual improvements. That's great. Yeah, absolutely, it's really good. 232 00:16:03.009 --> 00:16:06.120 Well, I think we could certainly continue to talk about this. I mean, 233 00:16:06.200 --> 00:16:07.639 as I know, as try mentioned earlier, I can geek out about 234 00:16:07.639 --> 00:16:11.240 this all day long and it's for the sake of for the sake of time. 235 00:16:11.279 --> 00:16:15.159 I think that we can kind of kind of wrap up some of this. 236 00:16:15.240 --> 00:16:18.110 So I really appreciate the chance for taking some time here on. There 237 00:16:18.149 --> 00:16:26.309 are podcast absolutely, it's been great. Implementation has been successful at this point. 238 00:16:26.669 --> 00:16:30.029 One of the things we're already getting benefits from it already and we've just 239 00:16:30.629 --> 00:16:34.379 touched tippity iceberg. There is just so much still in there that we have 240 00:16:34.740 --> 00:16:41.340 to draw out of it and draw into our marketing plans and and campaigns that 241 00:16:41.500 --> 00:16:44.820 we have. So and that's really one of the most exciting parts, is 242 00:16:44.899 --> 00:16:48.809 that we still have so much more potential to further levers is crm that you 243 00:16:48.889 --> 00:16:55.090 know, we can be working for years around the clock at just steadily drawing 244 00:16:55.129 --> 00:16:59.169 out more and becoming better at what this new tool can can do for us 245 00:16:59.210 --> 00:17:03.319 in the institution. Since you are at just the tip of the iceberg and 246 00:17:03.640 --> 00:17:10.480 you've touched on so many takeaways that I love listening to, is there one 247 00:17:10.640 --> 00:17:15.670 thing, either additional or maybe something that you want to re emphasize that others 248 00:17:15.950 --> 00:17:21.630 looking to go into a similar project that you would want them to walk away 249 00:17:21.670 --> 00:17:29.430 from this message with? Yeah, absolutely good question. There is identifying those 250 00:17:29.509 --> 00:17:36.140 key data to marketing data points in individuals that you want to have in that 251 00:17:36.299 --> 00:17:40.779 process ahead of time and starting that communication. Now, like I mentioned, 252 00:17:40.859 --> 00:17:42.819 you know, you have the counselors who are talking facetoface, then you got 253 00:17:42.900 --> 00:17:47.329 the marketing put it into consistent messaging. Then you got the data side and 254 00:17:47.529 --> 00:17:52.130 being able to align those individuals to work together and have a good relations and 255 00:17:52.289 --> 00:17:57.369 ship. Will hope you can textualize the data into like real marketing actions. 256 00:17:57.799 --> 00:18:03.440 So I don't think you can start facilitating those relationships in that communication hierarchy or 257 00:18:03.559 --> 00:18:07.359 flow or governance or whatever term you kind of want to and bed to show 258 00:18:07.440 --> 00:18:11.359 the consistency of it. But that will not only it just help you continuously 259 00:18:11.400 --> 00:18:15.950 build and help you get a good backlog of tasks and goals going into the 260 00:18:17.029 --> 00:18:22.470 projects, so you kind of already have a little bit of results driven implementation 261 00:18:22.589 --> 00:18:23.789 so you know where you want to go with it and you can hit the 262 00:18:23.829 --> 00:18:27.460 ground running right away, and that will also help the process be a little 263 00:18:27.460 --> 00:18:32.579 more nimble so you can always adjust on the fly with marketing messaging needs. 264 00:18:33.059 --> 00:18:34.900 Thank you. Thank you for sharing that and thank you for sharing a lot 265 00:18:34.940 --> 00:18:38.900 of the other takeaways that you've provided today. There's no doubt that there are 266 00:18:40.059 --> 00:18:45.529 people out there that are going to be looking at this daunting project in front 267 00:18:45.529 --> 00:18:48.809 of them and we'll be able to glean some benefit from our conversation today and 268 00:18:48.930 --> 00:18:53.250 if someone would like to contact you if they had additional questions or things like 269 00:18:53.410 --> 00:18:56.640 they would like to engage with you on how would the best way for them 270 00:18:56.680 --> 00:19:00.839 to do that be? Yeah, they can definitely find me on Linkedin under 271 00:19:00.920 --> 00:19:04.960 Darrell Smith. They can also search Jr Smith and Linkedin Durel will come up 272 00:19:06.000 --> 00:19:10.470 there. It's a little easier then. Also email JR Smith. That autoby 273 00:19:10.670 --> 00:19:15.990 dot eedu. Thanks again, Darrell Bark that was a wonderful conversation and again 274 00:19:17.230 --> 00:19:21.789 I am just thankful that Darrell was able to share what he did about the 275 00:19:21.869 --> 00:19:25.660 journey that he just took out or buying through. Yeah, I think it's 276 00:19:25.660 --> 00:19:27.740 so critical and it's so nice to hear somebody who's went through the journey, 277 00:19:27.779 --> 00:19:30.259 who's, you know, coming to the tail end of that journey and just 278 00:19:30.299 --> 00:19:33.859 being able to kind of tell some of their war stories and what happened. 279 00:19:33.500 --> 00:19:37.809 Again, I think it's a daunting task for any school to to engage in 280 00:19:37.890 --> 00:19:42.890 a you know refresh of a crm or or migrated for other systems, and 281 00:19:42.970 --> 00:19:45.490 I think a lot of what he said, I think will be very valuable 282 00:19:45.490 --> 00:19:49.369 for a lot of our guests. Well said and even though it's a project 283 00:19:49.410 --> 00:19:53.039 that seems daunting, it has to be done. It does has to be 284 00:19:53.119 --> 00:19:56.559 done, Bart. Thank you very much. We have made it through episode 285 00:19:56.759 --> 00:20:03.079 three. To everyone else, the Higher Ed Marketer podcast is sponsored by Taylor 286 00:20:03.160 --> 00:20:08.549 solutions and education, marketing and branding agency and by thing patented, a Marketing 287 00:20:08.589 --> 00:20:15.509 Execution Printy and mainly provider of high right solutions. On behalf of my cohost 288 00:20:15.630 --> 00:20:21.940 Bart Kaylor, I'm troy singer. Thank you for joining us. You've been 289 00:20:21.980 --> 00:20:26.059 listening to the Higher Ed Marketer. To ensure that you never miss an episode, 290 00:20:26.339 --> 00:20:30.539 subscribe to the show in your favorite podcast player. 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