Details
Dates
Tue 1/3/23
-
Mon 3/11/24
Acct/Dept
Office of the CIO
Service
Project and Change Management Office / Information Technology Project Request
Type
PCMO Evaluated / Large DoIT Project / Division of IT Project
Classification
PCMO Managed Project
Requirements
Increase lead generation and nurturing by expanding the organic prospect pool and simplify and enhance prospects’ journey from exploration to inquiry to application to enrollment.
Maximize marketing efforts and avoid internal competition by coordinating and automating personalize messaging to prospects and applicants.
Develop and deploy automated email and SMS communications journeys for prospects/applicants and their parents/guardians.
Created
Mon 1/16/23 7:38 PM
Modified
Mon 3/11/24 2:14 PM
Closed
Mon 3/11/24 2:14 PM
How will you measure the impact of this project?What are some metrics or KPIs that will be used to measure success? Think about the five metrics to measure: quality, quantity, timeliness, cost, and customer satisfaction.
Overall reduction in ongoing manual deployment of individual campaigns throughout the recruitment and admissions cycle. Count of communications related ticket requests before and after deployment.
Reduction in duplicative emails sent to students
Grow prospect pools
Increase measured engagements such as conversions to apply, request information, and schedule a visit.
Increase in the number of incoming students that arrive on campus and attend classes.
What are the consequences of not doing this project?For example: direct significant negative consequences to the University, unable to conduct basic services; failure to resolve customer complaints or requests; loss of opportunity for improved service delivery or efficiency. Please explain.
The campus will continue to struggle with the deployment of recruitment efforts at scale to positively impact enrollment.
How many employees will be impacted by this change?Select the size of the employee population that will be impacted by this request.
Dozens
How many students will be impacted by this change?Select the size of the student population that will be impacted by this request.
Most/all
Funding StatusFunding is necessary and has been approved
Project ChampionPerson who voluntarily takes special interest in the adoption, implementation, and success of the project. They will help enforce the project solution with internal resources and promote it across campus.
Divisional VP SupportDoes your divisional VP support this request?
Yes
What would a successful solution look like?What outcome will you have at the conclusion of this project? If this proposal is one of a multi-phase project, please explain your plans, goals, and timelines for subsequent phases.
Utilizing Marketing Cloud to set up 7 to 10 recruitment/admissions focused journeys utilizing automated email and text communications to guide prospective students and applicants through the application cycle.
Executive Sponsor DivisionThe executive sponsor's campus division.
Student Affairs
If this request is mandated, please provide details about what's driving the mandate.If you selected Chancellor's Office, legal or collective bargaining requirement, please provide details about the policy, law or executive memorandum that’s driving the mandate.
The Office of the President has funded the purchase and roll out of Marketing Cloud in an effort to provide tools to increase enrollment at Chico State
Project UrgencyIndicate if there is a mandate or requirement driving this request.
Required to comply with an official audit finding or Executive Memorandum
Project Resources & Effort
What resources will this project require?Identify the department and/or individuals that might need to work on this project and the estimated number of hours required for each individual.
EAPP
-Data integration (Dell Boomi)
-Salesforce and Marketing Cloud configuration
NOP Firewall exceptions
ESYS
-SPF record addition, DMARC, DKIM
-possible email relay deployment
ISEC
-SSO configuration
DoIT Departments InvolvedAny Division of IT departments that will be involved in this project.
CMT (Creative Media and Technology)
EAPP (Enterprise Applications)
ESYS (Enterprise Systems)
ISEC (Information Security)
Complexity of ImplementationWhat is the complexity of the project?
High (significant/complex interfaces/impacts/dependencies)
What is the solution type?The solution type translates to the level of impact on IT staffing and technology maintenance. Based on consultation with your IT representative, pick the best fit for your proposed solution.
Complete new system or complete replacement of existing system
Description
Like many universities across the United States, Chico State has experienced a decline in student enrollment since our peak in the 2017-2018 academic year.
In response, the campus developed and are enacting a campus-wide action agenda to grow enrollment quickly by addressing the enrollment continuum from outreach and recruitment through retention and graduation.
The campus has embarked on a student-centered, multi-year enrollment effort organized around four areas of focus.
Each group, co-lead by cross-divisional faculty and staff, is oriented around a framework of action to develop and implement immediate strategies and tactics that can impact enrollment for fall 2023.
The Marketing Cloud Deployment project will provide the necessary tools for the Marketing/Recruitment teams to develop personalized, automated communications journeys designed to support students and parents, foster a sense of belonging, and provide tools necessary for success at scale. Marketing Cloud will also provide mechanisms to assess the efficacy of communications in real-time across channels, enabling the marketing and recruitment teams make quicker adjustments to help support ongoing enrollment efforts.
Our current communications toolset is siloed and requires a lot of manual intervention to build individual communications and provide meaningful reporting. Additionally, we are hampered in our abilities to provide the level of personalization that our students and their parents have come to expect as consumers. The overall success of the project will require heavy involvement with our campus recruitment and admissions teams, our implementation partners, and central IT to setup the foundation that will allow us to provide the personalized, timely messaging that will provide the necessary support for our prospects, applicants, and and continuing students to successfully complete their educational journey at Chico State.