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March 2, 2021

How a Multi-Platform CRM can Drive Marketing Insights

How a Multi-Platform CRM can Drive Marketing Insights

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 sponsored by Caylor Solutions, an Education Marketing and Branding Agency, and by Think Patented, a Marketing Execution, Printing and Mailing provider of Higher Ed solutions.

    

 

Transcript
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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