HOW WE TOOK CONNECT AND BUILT A LEGACY 1.  History  

2.  Team  

3.  Communica5on    

4.  Produc5on  

5.  Results  

6.  Looking  Ahead    

History

The  Beginning    (word  cloud)  

Today    (word  cloud)  

Team

• Director  • Communica5on  Coordinators  • Media  Produc5on  Coordinator  • Videographers  • Opera5ons  

Tools

•  SoLware  •  Adobe  Crea5ve  Suite  

•  3dVista  

•  BAr2  

•  HTML5  and  JS  

 

•  Equipment  •  DLSR  Cannon  60D  •  GoPro  

•  Steadicam  

•  UVA  •  Studio  

 

Resources/ Inspiration

• movie  trailers    

•  commercials  

•  local  bands  

•  following  DPs  

•  vimeo  (music  and  tutorials)  

• our  own  lens    

Communication Flows

•  prospec5ve  

•  applicant  

•  admiVed  

•  Enrolled  

•  parents    (prospec5ve  /  

newly  admiVed)      

   

•  veterans    

•  counselors  

•  Partners    

•  Alumni  

•  alumni  ambassadors    

 

Goals •  inform  

• promote  

•  encourage  

•  inspire  

•  engage  

•  sway  or  ‘the  spin  cycle’    

Output •  Parents  VIP  page  

•  Events    

•  E-­‐mail  flow  

•  Website  

•  Email  drivers  

•  GPS  Tour  

•  Out  of  state  recep@on  

•  Chats  

•  Phone-­‐a-­‐thon  

•  Phone  blasts    

•  Department  chairs    

•  Grand  Avenue  

•  Special  tours  

•  QR  tour  confirma@on  

•  Social  media  

•  U  Portal  

•  Virtual  View  book  

•  E-­‐Surveys  

Prospects Recruited

General Population

Qualified Prospects

CRM Initial Message

Department

College

Club

Misc. Group

Content: Call For Action

Engage with VIP

Attend Chats

Visit Campus

Survey

Campus Event Invite

Participate Off-Campus Event

Follow UpMessage

||| |||||||||||

Fall Recruitment Flow Starts

Incoming Contacts

Admissions

Sender

Actions

General Prospect FlowCommunication Unit, Admissions, Recruitment, and Financial Aid

_ _ _ _ _ _

Campus Visists

College Fairs

On Demand Chats

Web Show

Phone Blast

Email

Reminders

Touchbase

Further Action

Post-Tour Surveying

Recruitment

AUGUST SEPTEMBER OCTOBER NOVEMBERCRM Filtered

8.25 – Intro / VIP

9.15 - Ep. 2/Grand Avenue/ Incoming

9.29 - Ep. 3/Application Opens Oct 1

10.13 - Ep. 4

10.27 - Ep. 5

11.17 - Ep. 8

11.13 - Grand Avenue Show 3

11.24 - Ep./1 Week reminder

11.27 - Personalized Video 2

11.29 - App closes tomorrow

11.10 - Ep. 6 / Grand Ave. Message

11.3 - Ep. 7

10.20 - Personalized Video 1 for High Achievers

10.28 - ED App Closes/App is open to non-ED applicants

Recruited

General Population

Qualified Prospects

Fall Recruitment FlowCommunication Unit, Admissions, Recruitment, and Financial Aid

9.08 – Ep. 1

10.17 – 2nd Level

10.3 - Grand Avenue

Prospective Parent Parent Flow Fall 2015Communication Unit, Admissions, Recruitment, and Financial Aid

Emails Admissions to update status to admitted

Parent signs up to VIP

Existing VIP User

New VIP User

NEW PARENT

Receives Confirmation Email

Data transferred to data warehouse

University Advancement

COMMUNICATION FLOW 2015

PARENT ENTERS SYSTEM Email confirming access

Periodic Updates Announced

Special Issues Addressed

Event Announcer

Fall Starts

VIP Page changes

STARTS Dec 2014

YIELD FLOWDec ------- Sept

SEPT1st Quarter Starts

DATAFLOW

Telemarketing (phonethon to URM)

The Strategy Process •  NO  COMMITTEES  

•  know  the  campus  

•  ford  tough!  •  ini5al  stage  

•  iden5fy  need  •  establish  5meline  •  determine  content  

•  deliverables  •  script  •  resources  

•  produc5on  •  distribute    

Using Connect

 

• Robust  communica5on  flows  

•  Segmented  Audiences  

• Metrics  

Attitude • What  does  it  take?  

•  Trust  

•  Autonomy  

•  Collabora5on  

•  Risk  

•  Lifestyle    

Growth Over a Decade  

First  5me  freshmen      from  23,690  to  over  50,000    

La5no  Applicants  from  3,957  to  11,725    

African  American  Applicants  from  650  to  989    

Underrepresented  Minority  from  4,916  to  14,146      from  20%  to  30%  of  the  applicant  pool