2. confidential
‣ Introductions
‣ CSUF
‣ Experience Driven Branding
‣ Results at CSUF
‣ Architecture of an Experience Driven Organization
‣ Questions
Our Time Together
3. CONFIDENTIAL
story+structure
We are a human-centered innovation design
firm. By creating meaningful engagement
between people and organizations, we help
organizations become experience driven.
+
est. 2007
11. CONFIDENTIAL
California State University, Fullerton
‣ One of the largest campuses in the California State University system
‣ 40,000 current students
‣ Growing the traditional, undergraduate student population is not a
priority
‣ Growth looking to come from CE/non-traditional and international
students
‣ Looking to increase international experiences for CSUF students
12. CONFIDENTIAL
CSUF: University Extended Education
‣ Credit: 8 degree programs and 2 online degree-completion programs
‣ Non-credit: 40 certificate programs and corporate/public partnerships
‣ International: international admissions, student services, study abroad,
language and exchange programs
‣ Summer and Winter Sessions
‣ OLLI and Fullerton Arboretum
‣ 25 in 5: new initiative to create 25 new programs in 5 years
13. CONFIDENTIAL
Our Challenge
‣ Marketing was aligned around print collateral and local distribution to
purchased mailing lists
‣ Marketing results were evaluated by enrollment/revenue
‣ Marketing and communications pieces were developed to support
organizational goals (enrollment) and not the goals of students
14. CONFIDENTIAL
Initial Project
‣ Digital marketing and communication that can be better tracked for
effectiveness
‣ Marketing and communications that can be customized to for
individual students: who and where they are
‣ Every communications piece should not be developed to get a
potential student to enroll
‣ We went shopping for CRM technology, since that supports those goals
15. CONFIDENTIAL
Project Expansion: New Experience
‣ After talking to colleagues, realized that technology alone could not
provide the experience we were looking for
‣ We needed to ensure we had the organizational structure and internal
processes to create the student experience that CRM technology would
then support
16. CONFIDENTIAL
We Needed to Unlearn
The way we had been and were doing things needed to change, which
required both learning a new process but also unlearning the old one.
From “Why the Problem is Unlearning (Harvard Business Review)”:
‣ 1: Recognize that the old mental model is no longer relevant or
effective
‣ 2: Find or create a new model that can better achieve your goals
‣ 3: Ingrain the new mental habits
18. CONFIDENTIAL
brand oriented
Brand oriented organizations utilize a strong brand as the predominant
means to attract customers.
‣ Utilize brand spokespeople
‣ Create lifestyle affiliations
19. CONFIDENTIAL
product oriented
Product oriented organizations focus more on products to carry the
equity
‣ Focus on product features and new products
‣ Value competitive or return on investment competitive
20. CONFIDENTIAL
experience oriented
Experience oriented organizations create experiences that they then
deliver across a wide range of products - often with little connection
‣ Carefully craft an experience
‣ Disrupt very stable and established markets
21. why
how
what
what we do
A clear picture of what we do
“comfortable”
how we differ
Our position in the marketplace
“memorable”
why we exist
Our mission and core beliefs
“meaningful”
Brand Analysis Where Your Brand Strategy Should Be
22. By answering the question “why does something exist?” we are
exploring the impression or mark that it leaves on us. We are
imagining what it will mean to us long after our encounter with
it is done.
why
24. We connect people to education as a force to
change their lives.
Force
25. We believe education is a bridge that connects
people to their potential.
Bridge
26. We are the catalyst to help people reach their full
potential.
Catalyst
27.
28. We connect people to education as a force to
change their lives.
Force
Bridge
We believe education is a bridge that connects
people to their potential.
Catalyst
We are the catalyst to help people reach their full
potential.
29.
30. We connect people to
education as a force to
change their lives.
Thesis
31. By answering the question “why does something exist?” we are
exploring the impression or mark that it leaves on us. We are
discussing what it will mean to us long after our encounter with it
is done.
You choose how you interact with your constituents. Why not
choose to interact in a way that leaves an impression that tells
them why you’re here?
how
32. CONFIDENTIAL
brand promise to your customers
Make an intentional connection with every prospective student as
part of your service blueprint. This extends to technology,
relationship building, and work process.
Key Questions
Can we build a relationship
with every prospective and
current student? How do we
create connection at every
touchpoint?
What are the gaps or rough
points in our service blueprint?
How can we smooth those out
or build bridges across them to
make the path clear and easy
to follow?
How do we adapt our
technology and business
processes to build connection
and create accessibility?
33. CONFIDENTIAL
brand promise to your university
Completely embody agile methodologies and an entrepreneurial
mentality.
Key Questions
How can we move quickly to
validate and act on new
opportunities?
How do we become known as
the the “yes” team?
34. CONFIDENTIAL
brand promise to your community
By helping people change their lives you transform your
community.
Key Questions
Can every program be
transformative?
Is there a way to evaluate the
community impact of a
program?
35. CONFIDENTIAL
architecture of experience driven
organizations
how why
how
what What delivers the experience
by keeping promises
HOW is your promise
to your constituents
WHY drives brand
by defining how it’s possible
36. promises, promises
Expectations = Promises
Creating a good user experience means setting
expectations you can meet.
Marke&ng) Recrui&ng) Registra&on) Matricula&on)
promises broken
confidential
38. confidential
architecture of experience driven
organizations
Marketing Recruiting Critical Transaction Classroom Alumni
Product Repeat BusinessPurchase/ConversionBiz Dev/Lead
Nurturing
Experience Driven
• Each functional group develops a plan
to meet the customer’s needs while
keeping brand promises
• This is called a “Service Blueprint”
Product Oriented
• Each function is collected around the
programs
• Brand promises are not consistent
40. confidential
Marketing Recruiting Critical Transaction Classroom Alumni
marketing
academic
support
student services
IT — data
security
the student experience
“as is”
?
marketing
marketing
program team
41. confidential
Marketing Recruiting Critical Transaction Classroom Alumni
marketing
academic
support
student services
IT —
data
security
the student experience
“as is”
?
IT is highly focused on
ensuring data security and
applications development
marketing
marketing
Marketing/Communications
is all over the place
There is no recruiting strategy
and no defined process or
assignment of responsibilities
Student Services is trying to take on more,
but work station security and performance
measurements that are misaligned with
actual performance are barriers
program team
Your program development process is
awesome! The only thing we’d change is
bringing in focus groups and possibly some
prototyping prior to launch. Lots of Ad Hoc
communications and excel data keeping here
So much ad hoc
communications going on here
42. confidential
IT — data security
Marketing Recruiting Critical Transaction Classroom Alumni
marketing/communications
enrollment management
team
the student experience
“to be” — ideal
academic
support
student services
Marketing/
communications assumes
responsibility for:
Branding; Voicing; All
Communications across
the student experience Enrollment
management team is
formed to lead
enrollment/recruiting
strategy Student Services handles
registrations/enrollments
Academic support
makes great class-
room experiences
Marketing/
communications
develops an alumni
outreach strategy.
May or may not
include advancement.
IT is balanced between supporting the student experience and application development. Being able to create custom
applications can be a strength, but only when there is not a best-of-breed solution already available. Security concerns also
need to be moderated against industry/peer standards to avoid creating onerous barriers to users and customers.
43. CONFIDENTIAL
Organizational Realignment
‣ UEE is creating dedicated strategic recruiters recruiters within each
program cluster and a group of process recruiters that will help areas
based on need.
‣ The process is not easy. Lots of meetings and sensitive discussions
about job responsibilities and changing roles.
‣ It is exciting. Most staff, after beginning to emphasize with the student
experience, are excited about changing responsibilities to better support
students.
‣ Ultimately this clarifies everyone’s role and provides guidance to
support specific duties; every job function is no longer tied to
increasing revenue
44. CONFIDENTIAL
The New Role of Marketing
‣ Marketing offices’ goals are shifting toward customer/student
satisfaction, not strictly revenue growth (Salesforce State of Marketing
2016)
