+   Admissions and Athletics working together

Overview •  Admissions/Athletics Silo Challenge

•  University of Mary Washington Background

•  Front Rush Background & System Features •  Hobsons/Front Rush Integration Functionality

•  Importance of Standardizing Athletics: The Wild Wild West of Athletic Data

•  UMW Integration Process

•  UMW Integration Decisions “Who to Integrate”, “What to Integrate”

•  Competitive Impact for UMW

The  Story  of  the    Admissions/Athletics  Silo

Divided Efforts

•  Prospect population differences •  Inconsistent contact/communication

•  Minimal Information sharing/lack of sticky information: The Iceberg

•  Modern Student behavior impact on silo

       UMW  Background

•  One of Virginia’s most distinguished public universities.

•  Founded in 1908 as a state teacher’s college.

•  In 1972, became independent from University of VA.

•  In 2004, reflecting an expanded mission, became university.

•  Today, UMW is a selective, coeducational, public university with a student population of just over 5,000.

UMW  Background •  Enrollment Management Division added in 2014;

Associate Provost for Enrollment Management position created.

•  Spring 2014- implemented new customer relationship management (CRM) system.

•  UMW has 23 men’s and women’s NCAA Division III teams for intercollegiate competition.

•  UMW competes in the Capital Athletic Conference.

•  Has been a Front Rush client since 2009.

UMW  Athletics •  3 Team NCAA Championships

•  Final Four Appearances for 5 sports

•  Over 290 All-Americans

•  12 Capital Athletic Conference All-Sports titles

•  Top 25 yearly finish in the Learfield Director’s Cup NCAA Division IIII National Standings

       Front  Rush  Background

•  Established 2006 •  #1 Athletic CRM in the Country

•  850+ Colleges and Universities

•  16,000 Coaches

•  92% Retention Rate

•  Relentless Innovation

Front  Rush  +  Hobsons  Integration  Functionality

Bi-Directional Integration

•  Automatic Exchange of New Prospects

•  Identification of Common Existing Prospects

•  Broadened Scope of Information: “Sticky” Data Sharing

•  Syncing of Status Updates

Athletic  Data:  The  Wild  Wild  West Data Sources

•  Tournament Uploads, 3rd Party Recruiting Websites, High School/Club Coach Questionnaires, Online Recruit Questionnaires, Chrome Plug in for Gmail

Data Quality Practices

•  Standardizing fields on Athletic inquiry forms •  Unifying inter-departmental terminology/language •  Installation of controlled data sets (dropdown vs. text) •  Camel Casing, Nickname Algorithm, Multi-Sport Merge •  Training, Training, Training

Taking  the  Plunge How Much to Share What to Share Who are you dealing with

Population Controls “Who Travels”

•  Minimum Criteria Selection Home Address 1, City, State, Zip, Email Address,

Graduation Year/Entry Term,

•  Source Selection Criteria Athletic Source Codes- Import, Manual Entry, Online Form Admissions Source Codes- Purchased Data, Application, Other Conditions- Athletic Rating, Interest in Varsity Athletics

Data Selection “What Travels”

•  What data is sent initially with new records Biographic, demographic, Sport details

•  What data should override Once a student makes the trip only Athletic specific data is

sent to update Hobson's

Technical  Connection

How do these system’s talk back & forth?

•  Front Rush creates a .txt file sends it to Hobson's SFTP

•  Front Rush configures data coming out of Athletics with translations and controlled attributes

•  Hobsons set’s up Known layout import and creates any additional system fields

•  Hobsons set’s up .csv export to SFTP (filter can be altered by school)

•  Front Rush picks up .csv file, translates values, maps fields.

Why  Integrate  Athletics

•  Opportunity to grow inquiry pool in Admissions

•  Opportunity to work “smarter not harder”

•  We had a mature relationship with Front Rush

•  The data flow between the two systems met the approval of our IT Staff

•  The project plan was clear, concise and manageable (feasible scope)

Keys  to  Integration Enrollment Management Ethos Must: 1.  Be a shared responsibility 2.  Integrate institutional planning 3.  Focus on service 4.  Include Key Performance Indicators (KPI) 5.  Include research & evaluation

Keys  to  Integration   •  Enrollment planning must unite:

o  Undergraduate recruitment plans o  Graduate recruitment plans o  Athletic recruitment plans o  Out-of-state recruitment plans o  Marketing plans o  Retention plans o  International enrollment plans o  Academic Affairs strategic plans o  Academic college enrollment plans o  Diversity plans o  Financial Aid strategy

How  UMW  Bridged  the  Gap

Creating a Conversation & Common Ground

•  Created a Diverse implementation committee (decision makers, operations, coaches)

•  Reviewed/discussed current policies (Talked out the “why”)

•  Documented process, decision tracking

How  UMW  Bridged  the  Gap

Implementation Committee

•  AVP for Enrollment Management •  CRM Manager (Admissions) •  Director of Admissions •  Director of Athletics •  Associate Director of Athletics •  Interim Chief Information Officer •  ITS Admissions Liaison •  Field Hockey Coach

Front  Rush  +  Hobsons  Integration  Program

Project Plan

•  Front Rush/UMW Design Process (4 one hour meetings)

•  Front Rush/Hobsons Configuration/Known Layout Set Up

•  Front Rush/UMW Testing

UMW  Project  Plan Minimum Requirements for creating a record in Hobsons Sport Name, PlayerID, First Name, Last Name, Home Address 1, City, State, Zip, Email Address, Entry Term (derived from Graduation Year) Population of prospects flowing from FR->Hobsons Records created by coach and by form travel automatically Records created by import/3rd party need “Yes” in Send to Admissions field

UMW  Project  Plan Minimum Requirements for creating a record in Front Rush Sport Name, First Name, Last Name, Home Address 1, City, State, Zip, Email Address, Entry Term Population of prospects flowing from Hobsons->FR Records with sport interest Ruffalo Cody SAT Sport Interest UMW Inquiry Form

SportName, PlayerID AdmissionPlayerID CreateDate Created By Legal FirstName Preferred Name Middle Name LastName HomeAddress1 HomeAddress2 City, State, Zip Country, Citizenship

CellPhoneNumber ContactNumber EmailAddress GraduationYear Gender Entry Term Date of Birth High School Student Type Academic Interest Priority Level Send to Admissions

Coach Comment Overnight Visit Day Visit IsArchived Reason for Archive Other College Attending Twitter May we text you? Decision Ready Request

SportName, FRPlayerID Hobsons ID, AdmissionPlayerID Hobsons CreateDate Banner ID Legal FirstName Preferred Name Middle Name LastName HomeAddress1, HomeAddress2 City, State, Zip Country, Citizenship CellPhoneNumber, ContactNumber EmailAddress GraduationYear, Entry Term

Date of Birth High School Student Type Admissions Visit Date Academic Interest Admissions Academic Interest Applicant Type or Round, Funnel Status Admissions Decision Apply Date, Current Decision Date Deposit Date Application Received High School Transcript Received Standardized Test Received In-State Tuition Form Received

Legacy Relationship OfficialGPA, OfficialSAT, OfficialACT, OfficialClassRank Merit Award 1, Merit Award 2 Admissions Home Address 1 & 2 Admissions City, State, Zip Admissions Email Address Admissions CellPhoneNumber & ContactNo Gender

UMW  Testing Phase 1 New Records FR->Hobsons Checking that the initial flow of information is showing up accurately. Also validating dual sport athlete tagging Phase 2 New/Return Records Hobsons->FR Checking that the initial flow of information is showing up accurately. Phase 3 New Records FR->Hobsons Sending records from each sport-validating all sport codes

UMW  Testing Phase 4 Updated Records FR->Hobsons Changing records to test design logic Positive-changing Coach rating Negative-changing Home Address Phase 5 Hobsons->FR Changing records to test design logic Positive-changing Application Decision Negative-changing Email Address

Front Rush view in Connect

Front Rush Folders for filters

Front Rush Daily Import Log

UMW  Live  Automation •  Front Rush to Hobsons Daily Scheduled 5:30am New and Updated Records

•  Hobsons to Front Rush Daily Scheduled 8:45am New and Updated Records

UMW  Stat’s •  Incoming class 975 vs last year 822

•  8,964 records flagged with ATH interest being sent to FR daily

•  5900 freshman applications (largest in UMW’s history)

•  144 applications 1st source Athletics

•  42 of the Front Rush Applicants deposited

Competitive  Impact

Improved Staff Efficiency Accurate Information Greater Depth/Breadth of Tipping Point Information Coordinated Efforts-> Enhanced Work Flow

   +   Kimberley Buster-Williams

kwilli23@umw.edu Associate Provost for Enrollment Management

Jessica Critchlow

jcritchlow@frontrush.com Chief Integration Officer