Alumni Touch Points: From Silos to Synergy

Transcription

1 Alumni Touch Points: From Silos to Synergy Mike Westfall Associate Vice President University Advancement Radford University CASE Utah Salt Lake City, Utah

2 University of Toronto 70,000 Students 400,000 Alumni 30+ Divisions/Colleges 3 Campuses plus Hong Kong Office Radford University 10,000 Students 50,000 Alumni Background & Bias 9 Divisions/Colleges

3 Introduction of Marketing to Higher Education Mature University Infrastructures Admissions Alumni Associations Athletics Development

4 The CSU Story Athletics Development Development Alumni Association Goal: Develop a Dues Paying Structure Alumni All Alumni Prospects Athletics

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6 Why a Silo Mentality? Higher Ed Culture Lack of Communication Lack of Vision Insecurity Worried about Credit Lack of Humility

7 The University of Toronto Evolving Landscape Commercial Marketing Programs Annual Giving Programs Alumni Relations Programs

8 Centralized Approach in Decentralized Model Goal is Coordination Not Control

9 The process underway Mission statement, program proposal, services model and operational plan Working relationship with stakeholders Review all administration, program & services Explore all forms of synergy Comprehensive communication strategy

10 The merger of three areas: Marketing programs Alumni Affairs Annual Giving The inclusion of key stakeholders: Divisions of the University Alumni Association International Programs Alumni Magazine Office of Advancement

11 Landmark university initiatives: New President New Vice President Communications Review Brand review A focus on strategic communication: Mapping all programs, interfaces and communication vehicles Identifying key messages Developing intelligent integration Capitalize on economy of scale

12 Developing a Mission We engage the alumni and university community in a lifelong relationship that supports the university and its overriding academic mission.

13 Internal Message We utilize existing expertise, advancement communication and other available resources to create an orchestrated, compelling and complementary set of messages.

14 Divisional Support Purpose By creating programs, services and events that are predictive and well planned, we provide a foundation for all divisions of the university to cultivate personal relationships at the faculty level.

15 FY05 Milking Mice Example Overall Range AG Dollars AG Donors $5,001 - $25,000 $5,110, $1,001 - $5,000 $3,160,254 1,209 $1 - $1,000 $5,238,259 43,226

16 Touch Point Planning Customer Touchpoints Strategic Marketing Tool Our Customers Students Alumni Friends Staff Faculty

17 What is a Touch Point? A Touch Point is all of the various ways that our audiences come into contact with our brand the University on a daily basis Each touch contributes to a set of impressions that our target audience holds about the University

18 Examples of Touch Points University Switchboard University Magazine Student Call Centre telefund solicitation Letter from the President encouraging advocacy Divisional newsletter Leadership Event invitation University website Other examples?

19 Managing the Touch Points The goal is to manage each Touch Point so that the individual touches begin to work as a planned series of sequential and carefully crafted messages, so that they work together, and therefore harder, in achieving the goals of advancement and the Divisions The result is a build, over time, of an integrated and consistently positive set of experiences with the university.

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23 Making It All Work: Communications, Development & Alumni Service is the key Borrow from the best, Look to for-profit world Bumping the Lamp The Magic of Service The Magic of Cast The Magic of Setting The Magic of Process The Magic of Integration

24 The Magic of Service Decisions are measured against vision Know your partners & understand what they expect Know needs, wants, stereotypes, and emotions Define your purpose, communicate a message internally, and create an image externally Define your critical service standards Recognize the primary service delivery systems of Cast, Setting, and Process

25 The Magic of Cast Memorable First Impressions Communicate the heart & soul Appearance & language should fit the brand

26 The Magic of Setting Every touch speaks Know your audience Wear their shoes Organize the flow of people & ideas Communicate with visual literacy Avoid Overload ( Example) Tell one story at a time (Newsletter Example) Avoid contradictions; maintain identity Keep it up!

27 The Magic of Process Identify combustion points Take a process orientation to service delivery Roughly ¾ s of service is delivered via process Optimize partner flow thru the service experience Create the perfect service flow Equip your cast to communicate with other partners Create processes for VIP s Debug service processes continuously

28 The Magic of Integration All of the preceding are combined Service organization greater than the sum of its parts Meet partner expectations with headliners Exceed partner expectations with landmarks Choose service solutions that are high-touch, high-show and high-tech Look for solutions that meet need for interaction, presentation & efficiency Plan & manage solution implementation using storyboards/flow charts

29 Good Reads Be Our Guest. Perfecting the art of customer service by the Disney Institute Good to Great by Jim Collins

30 Questions & Comments Mike Westfall