BLUEPRINT FOR HOBSONS CRM IMPLEMENTATION

July 29, 2015LINDA FOSSEN, VP OF STUDENT SERVICES

CHRISTOPHER FLACK, CRM SPECIALIST

BELLINGHAM TECHNICAL COLLEGE3028 LINDBERGH AVE

BELLINGHAM, WASHINGTON 98225360-752-8300

LFOSSEN@BTC.CTC.EDUCFLACK@BTC.CTC.EDU

Session Agenda

Icebreaker Questions:

1. What Hobsons CRM modules has/will/may my campus implement and when?

2. What top five lessons were learned during implementation?

Learning Objectives• Learn how to select CRM wisely and with a defined purpose.

• Learn to include all stakeholders in selection and

implementation.

• Learn to identify and secure staff and find resources.

• Learn to secure top-level commitment.

• Learn how to form Hobsons team.

• Learn to value Continuous Quality Improvement.

• Learn to create implementation timeline and manage the

process.

• Learn to market internally and externally.

• Learn to train staff and students.

• Learn to collaborate with Hobsons.

• Learn to celebrate your success!

Bellingham Technical College (BTC) Mission:

Bellingham Technical College provides student-centered, high-quality professional technical education for today’s needs and tomorrow’s opportunities.

Demographics:• Annual FTE: 2020• Annual Headcount (14/15): 5127• Location: NW Washington State• Type: Technical College• Retention Rate: 67% fall to fall• Program Completion Rate: 42%• Enrollment trend: 11% decline in FTE in the last four years• Current year (14/15) enrollment:

• Fall: up 5%• Winter: up 7%• Spring: up 9%

Hobsons Modules Implementation

• Connect: June 2013 to July 2014

• Retain: March 2014 to July 2015

• AgileGrad: June 2014 to July 2015

Implementation Guiding Principles

• Improve student recruitment, retention, graduation, and job placement

• Include all stakeholders

• Structure a manageable pace and order of modular implementation

• Articulate in Strategic Plan

• Identify and secure staff and funding resources

Implementation Guiding Principles

• Secure top level commitment

• Identify and use best practices

• Provide for both technology and project management staff

• Commit to Continuous Quality Improvement (CQI)

• Encourage creativity and innovation

Form Implementation Team

• Leadership Team Composition

• Chair: VP of Student Services, Linda Fossen

• IT Technicians (2)

• Hobsons Guru: Customer Relations Management Specialist, Christopher Flack

Form Implementation Team

Work Group Leaders:• Director of Admissions; Director of Advising

and Career Services; Confidential Admin. Assistant; Dean of Prof Tech Education; Associate Dean, General Ed, Academic Transfer and Basic Skills

Other members: • Director of Financial Aid; Director, Academic

and Basic Skills; WorkFirst Student Retention Advisor; Director of Registration; and centralized Advisors

Hobsons Subcommittees• Connect and Retain communication build

subcommittees:o Simultaneously had several sub-teams

analyzing present communication and constructing a new email and text-friendly flow

o Next Steps: redesign for chat/call center

• AgileGrad curriculum plan subcommittee:o Identified program curriculum by termo Identified Institutional inconsistencies

and refined prerequisiteso Built out advising communications and

work flow

Develop Timeline and Process Management

• Agree to be flexible and focused

o Implemented in order: Connect, Retain, and AgileGrad

• Build in testing time

• Value nimbleness, responsiveness, and adaptation to changing conditions

o E.g.: Changed Hobsons Guru in mid-project

o Additional training for new staff

Develop Timeline and Process Management

• Discuss the advantages of the new technology and opportunities for refining traditional processes (e.g.: Early Alert)

• Look to the future (e.g.: PeopleSoft implementation in two years)

• Embrace the unexpected and process improvement opportunities (e.g.: Four different database sources for instructional programs in AgileGrad implementation)

• Identify/visit/call Best Practice Hobsons colleges/universities

Market Project Internally and Build Institutional Buy-in

• Frequent updates to President’s Cabinet, Enrollment Management Advisory Committee and Instruction, Student Services, and Administrative Services workgroups

• Inform faculty ahead of module launches and provide training (e.g.: Early Alerts)

• Incorporate into annual Strategic Enrollment Plan Attainment Report

Provide Continuous Training• Established brown bag workshops to review and

discuss Hobsons training modules

• Brought in Whatcom Community College to discuss their implementation of AgileGrad prior to our implementation

• Utilized Tyler and Emily from Hobsons to present webinars to BTC staff and administration

• Just in time training by our Hobsons Guru:

• Training of new leadership team and work group members

• Meet with faculty to keep them informed

Collaborate with Hobsons Team

• Communication, communication, communication (weekly meetings)

• Agree on adjustments as soon as identified

• Negotiate respectfully

• Have fun!

• Treat them well when they visit campus!

BTC Results• Improved enrollment in first year by 5% in the fall, 7% in

winter, and 9% in spring (-1% average in the state of

Washington)

• Improved recruitment, retention and graduation of students

• Redesigned marketing, advising and curriculum

management

• Unexpected outcomes:

• Business office utilization of CRM

• Foundation/Alumni planned use

• Utilization of “Current Events” for enrolled students (e.g.:

Advising workshops)

• Used Connect to inform students about new Admissions

Scholarship

Lessons Learned• Important to have strong IT/Student

Services/Instruction partnerships at all levels

• Train, train, train

• Test, test, test

• Communicate, communicate, communicate

• Maintain a positive attitude

• Student success and access: focus on results

and mission

• Don’t forget the middle student

• Have fun!

• Celebrate your success!

In ReviewRemember: High Tec and High

Touch• Help one another• Innovate• Galvanize the village• Have a plan!

• Test• Expect Excellence• Communicate

• Train• Optimize resources• Utilize Best Practices• Collaborate• Have fun!

Questions?