targeted campaigns at kansas state university · 2019-10-24 · campaign prepare staff run campaign...
TRANSCRIPT
©2016 The Advisory Board Company • eab.com
Targeted Campaigns at Kansas State University April 27, 2017
Student Success Campus
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2 Proactive, Strategic Intervention
Traditional, Passive Advising Proactive & Strategic Advising
Students At Risk
Students Receiving General Support
Students Receiving Tailored Support
Students At Risk
Campaigns focus outreach and advising efforts on a subpopulation with a shared academic risk factor and clear intervention path
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3
Leveraging the Network for Proactive Campaigns
The “Coordinated Care Network”
Academic Support
Advisors
Financial Aid
Tutoring
Case Referrals
Proactive Campaigns SSC
Advisors manage cases and triage care
Analytics prioritize cases based on need
Support offices provide specialized interventions
Better advice More targeted outreach
Feedback loops continuously improve system
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4 What is a Campaign?
1
Focus
Focus in on one of your institution’s areas of greatest opportunity for improvement
Resources:
• Institution Reports • EAB Best-Practice Research
2
Identify
Create a list of students with target attributes of your target population
Resources:
• Advanced Search • Watch Lists
3
Contact
Send proactive outreach to students to establish contact and encourage action
Resources:
• CSV Exportation • Campaign Toolkit
4
Intervene
Meet with students and provide tailored advising support to this population’s shared needs
Resources:
• Student Profiles • Risk Analysis & Major Explorer
5
Follow Up
Follow up on student progress and track campaign outcomes
Resources:
• Notes & Interaction Tracking
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5
ETSU Re-Enrollment Campaign Targets High-Credit Seniors for Quick Win
Simple and Effective
East Tennessee State University
• 11,820 students
• Public Research University
• 41% overall graduation rate
Campaign Results
Targeted students advised
Students re-enrolled in Fall 2014 coursework
Estimated Tuition Revenue
30%
13
$50K+
Challenge
• Finding high-credit, unenrolled students that may have lost momentum, which was difficult before SSC
• Getting a quick win to demonstrate the value of proactive advising through the SSC platform
Solution
Design Campaign
Prepare Staff
Run Campaign
Debrief and Assess
Dedicated consultant and leadership team selected campaign parameters, protocols, and solicited participants
Campaign advisors met to review protocols, make plans, and ask questions
Advisors ran an outreach campaign for 127 students with at least 100 credits and a GPA greater than 2.0 that had not enrolled in Spring or Summer 2014
Program leadership team hosted a debrief meeting to discuss lessons learned and analyze outcomes
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Platform Training
Virginia Commonwealth University Case Study
Challenge: VCU has steadily improved its first-year retention rate in recent years, but wanted to focus on increasing four- and six-year graduation rates. To meet this goal, decentralized advisors needed a new, shared approach to identifying and addressing the needs of less obviously at-risk populations, particularly after the first year.
Encouraging Proactive Interventions with Unique Populations of At-Risk Students
Consultant and SSC Leaders teach strategic
platform usage and connect campaign development to
institutional goals
SSC Campaign Toolkit supports
standardized approach while
encouraging advisor creativity
Campaign Design
Clear expectations, focus, and support
result in 12 campaigns run by 40+ advisors in 7 programs across the
University
Campus Leadership
Virginia Commonwealth University
• Richmond, VA
• 23,700 Undergraduates
• Classification: Very High Research
• 86% Retention Rate
• 59% Graduation Rate
• Joined SSC in 2013
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Campaigns Impact Key Micro Metrics on the Path to Persistence
Generating Diverse Campaigns and Outcomes
Population & Intervention Student Outcome Campaign Type
34% 1
Academic Performance Improvement
Connect Business School students on probation to needed support resources
Percentage of students who raised GPA above 2.0
2 Major Selection Assist high-risk Undeclared students with major planning and declaration
19 Additional students enrolled in Education and Career Planning course
Graduation Application
5 Remind qualified seniors to apply for graduation 19%
Increase in graduation candidates compared to spring 2014
25 Upper-class students enrolled in gatekeeper statistics course
Accelerating Degree Completion
4
Assist underperforming psychology students with course sequencing
3 Transfer Persistence
Facilitate academic planning for low-GPA transfer Biology students
8% Eight percentage points higher persistence than previous year cohort
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Appointment Campaign Demo Training Site: kstatesports.campus-training.eab.com
• Campaign Availability
• Uploading a Watch List
• Sample Appointment Campaign
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9 Step 1: Focus
Example: Murky Middle Finance Majors
Mid-career Finance majors with moderate GPAs but high risk predictions and at least one missed Success Marker. Students in this math-intensive major may need help to succeed but might not realize it yet. They still have time to make significant changes.
1. Contact all identified students at least three times to encourage them to initiate an advising session
2. Schedule an individual advising session with at least 75 percent of identified students
3. Connect 50 percent of students with the tutoring center or other resources to work on their academic standing
4. Reduce these students’ risk of dropping out
Objectives: This campaign will…
Articulate Campaign Objectives for Target Population
Choose specific campaign objectives in coordination with institutional and professional goals
Find areas for opportunity for what populations to target by combining your first-person experience and institutional student success data – these are places where your interventions will have great impact! From there, define your campaign by choosing a handful of specific campaign objectives.
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Select ≤6 Metrics Ranging From Immediate Actions to Long-Term Outcomes
Choose Ways to Measure Your Success
What is the initial action you will
take to kick off the campaign?
What do you hope students immediately
do in response to your outreach?
What behavior or action do students
need to take as a result of the campaign?
What is the impact you hope to see with
this group in one term or one year?
Examples:
• Outreach emails • Follow-up calls
Examples:
• Response rate • % advised in person
Resource: List of Common Campaign Metrics
Examples:
• Declare major • Attend tutoring
Examples:
• Improve GPA • Obtain scholarship
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Identify Students in Your Target Population
Step 2: Identify
Export
Export your list from the SSC platform for additional tracking and analysis if desired
Select
Determine the filters to apply that will identify this student population
Save
Save your list as a ‘Watch List’ in order to monitor throughout the length of your campaign
Pinpointing Current Students You Want to Target for Intervention
Following objective setting, identify the students included in your target population by selecting the parameters in SSC that will define this population.
Generate
Use the filters in the SSC Advanced Search to understand which students will be part of the targeted outreach
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12 SSC Advanced Search Filters
Common Filters for Campaigns
• Grade/Enrollment in a course
• Term GPA
• Cumulative GPA
• Advisor
• College/major/concentration
• Credit completion %
• Credits earned
• Term enrollment
• Transfer Student
• Risk level
• Success markers missed
Using the SSC Platform to Generate Focused Lists
Can’t generate your selected population with just the filters?
Use the ‘Upload a List’ functionality in SSC
• Put all student IDs in column 1 of an Excel file
• Save it as a .csv
• Upload the list by going to the ‘Watch List’ section of SSC
• Save as new or existing Watch List!
Check that your parameters generate a manageable number of students. We recommend 30 to 75 students.
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Planning Your Communication Strategy
Step 3: Contact
Share
Consider sharing your strategies with others on campus
Determine
How frequently and in what way you will contact targeted students?
Identify
Slate out next steps you will need to take to follow up with these students and ensure campaign impact
Defining an Effective Outreach Strategy
Now that you have the students, the next step is to determine how you will outreach to them to meet your objectives.
Articulate
Prepare the messages you want to communicate and resources you want to provide at each interaction
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14 Outreach Strategy
Suggested Outreach Frequency
In successful previous campaigns, advisors outreached to students 3 to 5 times over a one or two month period of the semester
Phone Call
Week
1
2
3
Example Timeline
Targeted Email #1
Targeted Email #2
Follow Up Email
Advising Sessions
6
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University Communications Getting Lost in Students’ Inboxes
Students Don’t Always Read Emails
Source: Nielsen, “Mobile millennials: Over 85% of Generation Y owns smartphones,” September 2014; Inside Higher Ed, “Study explores impact of social media, texting on email use,” March 2016; EAB interviews and analysis.
University Email Tends to Be:
85% Of 18-24 year olds own a smartphone
Results of BGSU Communications Survey (315 students)
54% Of respondents said they don’t always read emails from the university or academic departments
39% Of respondents said they don’t always open emails from their advisors
…But Read and Respond Selectively
Millennials Can Check Email Anywhere…
Passive Emails do not require action, or merely direct students to self-service portals
Generic Impersonal e-mails are easy to ignore and contribute to “white noise”
Wrong voice and tone Language in messages is often unfriendly and administrative
Not mobile-responsive Emails not designed to be read on a smartphone appear clunky, confusing
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Effective Messages Are Student-Centered and Student-Friendly
Write for Your Audience
Student-Centered Copy
“I care about your success and noticed that your math midterm grade is not up to standards for the Business School, which you want to apply for next semester. You should schedule an appointment with the tutoring center.”
Tone Should Focus on Students and Their Goals, Not Rules or Policies
Impersonal Copy
“Whitehouse University cares about your success and offers a number of resources for students in need of additional support. Students have found the tutoring center to be critical in improving their GPA for admission into certain selective programs.”
Tool: “Higher Ed Jargon Reduction Exercise” on eab.com
Reduce multisyllabic words
“Exempted”
Translate jargon
“Non-credit-bearing”
Remove passive voice
“If you are contacted by your advisor”
50% Increase in response rate (Royall recruitment campaign)
Language Should Be Clear to All Students (Including ESL)
Ensure readability
The Gunning Fog Index is an online tool to assess the grade-level of a given text
“Do not need to”
“Does not count for credit”
“If your advisor contacts you”
Source: EAB interviews and analysis.
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A Good First Impression Drives Higher Open Rates
Make Your Subject Line Do More Work
Catchy Oops—you missed your
registration deadline!
Direct Concerned about your midterm
grades
Urgent URGENT: Your academic plan
Authoritative Next steps to get you back on
track
Conversational Let’s chat about chemistry
Mysterious You qualify for a new program!
Guiding How to improve your GPA
at the Tutoring Center
Action-oriented Schedule some time with
me this week
Questioning Is there a reason you haven’t
registered yet?
+7.5%
+1.7%
-0.6%
+1.5%
Insights from Out-of-Industry
Mixpanel Analysis of 85,637 Subject Lines
Nine Effective Approaches
Adapted from Advisory Board’s Internal Guidelines
13.5% Benchmark open rate for 1.7 billion emails
Subject line less than 30 characters
Subject line more than 30 characters
Subject line includes a “?”
Subject line includes “How to…”
Change in Open Rate
Source: Megahan, J. “Why do people open emails?” Mixpanel Blog. July 2016; EAB interviews and analysis.
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Making your outreach personal
Step 4: Intervene
Document
Relevant information should be documented for reference
Diagnose
What issues is this student facing? The answer might be “none,” and that’s OK
Act
It’s now time for students to take the next step based on your interactions
Connecting Students With The Right Resources
After your meeting, it is now up to you to direct the student down the most appropriate path. Make sure you document this for your campaign tracking!
Direct
After diagnosis, direct that student towards the appropriate action
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Tracking student outcomes to ensure success
Step 5: Follow-up
Share Your Results
Share your results with other advisors in your campaign, the Dean of your department, etc.
Communicate
Seek to reestablish contact with the student within two weeks of your meeting
Analyze
Based on the metrics you set, did you achieve your goal? If not, how close did you come?
Quantifying The Success Of Your Efforts
After intervention, you must now follow-up with students to confirm action has been taken and a positive result has occurred.
Record Your Results
Document results in either a note or tracker
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Additional Approaches to Targeted Outreach Sample Practices from Other Institutions
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Developing a Coordinated Month-by-Month Outreach Strategy
Year-Round Monitoring at UNE
Source: EAB interviews and analysis.
1 Developed by and for Advisors To build broad buy-in, the calendar was developed by a cross-institutional group of advisors blending university-wide and unit-level campaign priorities
2
Fall 2015 Campaign Calendar
Final Result Distributed Widely A team leader created and distributed to all advisors an official month-by-month calendar to increase visibility and promote coordination
3
Needs Balanced Against Capacity Advisors intentionally chose campaigns that would address specific student needs at times of the semester when advisors have capacity for proactive work
Risk Factors
Creating an Institution-Wide Plan for Just-in-Time Communication
• Resource recommendations for incoming students
AUG
• Registration reminders NOV
• Outreach to students not registered for spring
DEC
• High-risk student outreach • Degree planning invitations
SEP
• Withdrawal process awareness • Midterm exam reminders • Responses to midterm grades
OCT
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Faculty Highly Receptive to “Micro-Campaigns” as a Way to Scale Support
Introducing the “Micro-Campaign” from IUP
Designed
AVP of Student Success met with 7 pilot teams to design campaigns
Executed
Faculty executed campaigns using SSC resources
Manageable
A campaign list of less than 10 students is not daunting, especially with available SSC templates and resources
Immediate Impact
Faculty see positive results within a matter of weeks, building trust in SSC and a more proactive approach
Humanizing
Faculty can feasibly connect with and mentor each individual student in the campaign
Why Micro-Campaigns Work
April 1, 2015
A micro-campaign is a targeted advising campaign that is:
• Short-term 6 weeks or shorter
• Small-scale 15 students or fewer
Evaluated
AVP sent survey to faculty in May to collect feedback and results
Indiana Univ. of Pennsylvania’s Pilot Micro-Campaigns
May 1, 2015
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Resources for Targeted Campaigns
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24 Toolkit Resources for Campaigns
Toolkit: Designing and Implementing a Targeted
Advising Campaign
Toolkit: Measuring Campaign Effectiveness
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Easy to Generate Campaigns that Pack a Big Punch
Infographic Resources for Campaigns
eab.com/SSCCampaignIdeas
Most Common Campaigns Across Collaborative
• GPA campaigns
• Probation
• “Murky Middle”
• Top Performers
• Registration campaigns
• Stop outs
• Not enrolled for next semester
• Major switching campaigns
• Undecided past a credit threshold
• Pre majors who may need parallel plan
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26 Additional Resources for Campaigns
Tracker: Campaign Tracker Template
Resource: Example Campaign Calendar
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Working Session: Planning Your Next Campaign
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28 Campaign Brainstorming
Identifying Your Target Population & Campaign Goals
• Examine the student populations that you/your office serves:
• What are the highest-need groups that are not being engaged through current advising practices but would benefit from strategic outreach/intervention?
• What populations align with unit or institution strategic goals?
• What student groups could serve as quick-wins?
• When are key times during the academic semester when targeted outreach is needed?
• What are the needs of these students?
• What type of intervention/support would these students benefit from?
• What are your desired outcomes for working with these populations?
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