A Different Kind of Summer Bucket List
Summer is here, and with it — summer bucket lists! You know what we’re talking about… all the wonderful things we want to do while the weather is warm and the days long. At the top of that list always seems to be “go on vacation!” but, since we can’t take the whole summer off (disappointing, we know), we’re here to provide a different type of summer bucket list: the get-your-CRM-ready-for-the-cycle-ahead list!
So put on your favorite music, pour a cold drink (iced coffee, anyone?), and get ready to dive in.
Bucket List Item #1: Cycle Prep
You’ve likely already gotten started on this one, but just in case you haven’t, we’re here to remind you: The time to start cycle prep is now! This critical process is key to a successful and smooth transition to the new recruitment cycle, so don’t put it off any longer. Not sure where to start? Check out our previous blog posts for comprehensive lists of action items:
Spark451’s Guide to Slate Cycle Prep
Essential Cycle Prep for All CRMs
Pro Tip: Cycle prep is an excellent time to start implementing past project ideas that never came to fruition as well as building upon those that were possibly started but never finished.
Bucket List Item #2: Collaborating
You know that post-conference feeling? The excitement of returning to the office knowing that any project, big or small, can and will be tackled? For most of us, that feeling is a bit too temporary… reality sets in and questions start arising: How exactly am I going to build out those dream features? Do I have the time for this? Where do I even start? 🤔
The answer? Teamwork! There’s no need to go at these projects alone, so this summer, see if you can gather at least three people to help you. The expertise, input, and hidden talents you’ll uncover will undoubtedly bring your projects to new heights.
Pro Tip: Turn the business cards you’ve collected into actionable next steps by connecting online with the people you’ve met. Whether it’s building connections, sharing ideas, or partnering with Spark451, don’t let new faces fade away!
Bucket List Item #3: Training
Between the turnover of your student workers and new staff hires, training should never be put on the back burner. Investing in your team’s technical abilities has long-term benefits and learning new skills helps them and you.
If you’re wondering where to find your next Slate, Element451, or Salesforce subject matter expert, look no further than IT staff and eager student workers. Sometimes the next great thought leader in your office is already there!
Bucket List Item #4: Events
Summer is prime event time, with new student orientation, arrival day, and increased campus visits taking center stage. Stay organized and on top of all those moving parts by using your CRM (so long, Excel spreadsheets! 👋) to track attendee details and staff availability, and to create timely communications that keep every audience engaged and informed.
Pro Tip: Hoping to get a bigger budget for future events? Nothing says “this is worth it!” more than a report showing how these events impact yield. Be sure to take full advantage of your CRM’s reporting capabilities and track, track, track!
Final Thoughts
With your focus now shifting to next year’s class, don’t forget about your incoming students and families. They have questions that need answers, and giving them some extra support in the coming weeks will pay off in the long term.
Need help building an anti-melt campaign? We have some tricks up our sleeves we’d be happy to share with you! Reach out anytime to discuss your needs and explore how our flexible SparkAssist service can help you get the most out of your CRM!
The Problem With Duplicate Records
Ah, duplicate records… We all have them. We all know they need to be merged and removed. But did you know that by not following through on cleanup, you not only risk alienating students but are also creating a roadblock to accurately measuring the success of your outreach efforts?
It’s true. Unmanaged duplicates can cause widespread issues, such as:
- Inaccurate ROI reports and analysis
- Impossible source attribution
- Poor user experience
- Decreased brand reputation
While the cause for these multiple records can be simple (a missing birthdate, multiple email addresses, parents filling out forms on behalf of their students — wait, that never happens, right? 😉 — misspelled names, etc.), finding and merging them can be anything but.
In fact, it can be tedious and time-consuming work that eats up your already limited resources. But, that being said, it’s critical work that must be completed while also focusing on how to prevent dupes from happening in the first place. Let’s dig in.
How Duplicates Are Created
Let’s take a look at just how easy it is for duplicates to be created.
Fred’s Journey With Spark University in Slate
October
Action: Fred appears in a purchased search list
Name: Fred McTesterson
Email: [email protected]
DOB: 1/1/2000
Result: Prospect Record Created
Source: Purchased List
November
Action: Fred meets a counselor on the road
Name: Fred McTesterson
Email: [email protected]
DOB: n/a
Result: NEW Prospect Record Created
Source: College Fair
Action: Fred registers for an event
Name: Fred McTesterson
Email: [email protected]
DOB: 1/1/2000
Result: NEW Prospect Record Created
Source: Visit
December
Action: Fred submits an application
Name: Frederick McTesterson
Email: [email protected]
DOB: 1/1/2000
Result: NEW Applicant Record Created
Now, if you’re using Slate, these four records will live separately until merged through the “consolidate records” tool. This means:
- Your ROI analysis for the purchased search list would not count Fred as an applicant
- Your visit stats would not show Fred engaging further down the funnel (post-visit)
- Your travel reports would not show Fred as an applicant
- Your applicant analysis would show Fred as a stealth app
This may seem like an extreme case, but even if you cut it down to two duplicates, Fred would be receiving two overlapping communication flows, possibly to the same email address. Not something we want to have happening.
What You Can Do About It
During recent conversations, we’ve noticed that people tend to think their CRM creates more duplicates than other or previous CRMs. But our team doesn’t think that’s true. The more advanced CRMs become, the more engagement channels students have with our institutions. Surveys, forms, landing pages, imported data — dozens of opportunities to connect means just as many opportunities to create bad data. So what can you do?
Actionable Next Steps
- Tackle the Hard Work
Maintain and constantly evaluate your database for duplicates - Collect Key Information Up Front
The four core fields include First Name, Last Name, Email, and DOB - Prepopulate Forms Whenever Possible
This goes for inquiry forms, event forms, and even your applications - Set Up More Robust Checks
What queries do you have that search your database for bad or missing data? - Gather Input
Who on campus has reported that their data seems a bit off? Dive into the root cause of these mismatches.
👉 Slate Users: Check your forms. Understand the key matching criteria (the four core fields listed above). Be sure you understand this process so you won’t need to clean up records later.
👉 Element451 Users: Automated data collection processes, like form submissions or API integrations, can create duplicates if not properly managed.
Call in Support
If you want to go a step further, reach out to the Spark451 team. We have a few tricks up our sleeves that we’d be thrilled to share with you:
Deduplication Outside of Slate & Element451
Our experienced team of data professionals can screen your lead generation sources prior to import, removing any duplicates and helping ensure you’re importing clean data — the foundation of accurate and effective analysis!
Data Append Services
With our data append services, we can fill in the blanks when a student’s lead generation source includes incomplete information, leading to fewer missing email addresses and birthdates.
We’re Here to Help
At Spark451, we understand that admissions teams are spread thinner than ever, and that you may need a helping hand in order to implement new tactics or approaches. That’s where our flexible SparkAssist service comes in. Whether you want to learn with us to become an expert on all things Slate, Salesforce, or Element451, or hand us a project for onetime completion, no project is too big or too small. If you’re interested in learning more, reach out today!