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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a podcast geared towards marketing professionals in
higher education. This show will tackle
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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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00:19:42.970 --> 00:19:45.490
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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