Hampton U -Online - Annual Report 2021

ONWARD.
TOGETHER.



Appendix B – CRM Optimization Schedule and
Implementation Plan

CRM Optimization and Implementation Plan

HamptonU: Recruit CX Consulting

Tuesday, May 18, 2021 2:30 PM-4:00 PM

HamptonU: Custom Application fields

Thursday, May 20, 2021 10:00 AM-12:00 PM

HamptonU: Communication plans configuration requirements

Friday, June 18, 2021 10:00 AM-12:00 PM

HamptonU: Communications plans configuration

Monday, June 21, 2021 10:00 AM-1:00 PM

HamptonU: Application Review

Wednesday, June 30, 2021 10:00 AM-1:00 PM

HamptonU: Decision management consulting

Tuesday, July 13, 2021 2:00 PM-4:00 PM

HamptonU: Configuration of Decision letters

Thursday, July 15, 2021 10:00 AM-1:00 PM

HamptonU: Application Review configurations

Monday, July 19, 2021 10:00 AM-1:00 PM

HamptonU: Creating app types

Tuesday, July 20, 2021 10:00 AM-1:00 PM

HamptonU: Automated decisioning consultation and training

Monday, July 26, 2021 1:30 PM-3:30 PM

HamptonU: Configuration of automated decisioning

Wednesday, July 28, 2021 10:00 AM-12:00 PM

HamptonU: Text message integration

Thursday, August 5, 2021 1:00 PM-4:00 PM

HamptonU: Business alignment 1

Monday, August 9, 2021 1:30 PM-4:00 PM

HamptonU: Business alignment II

Wednesday, August 11, 2021 10:00 AM-12:30 PM

HamptonU: Move to Prod 1

Tuesday, August 17, 2021 10:00 AM-12:00 PM

HamptonU: Move to Prod 2

Thursday, August 19, 2021 10:00 AM-12:00 PM

Appendix C – AdmitHub Strategic Program Review



Dear Dr. Richardson and Team,

Congratulations! You did it! With the delivery of this success playbook, you have officially

graduated from the onboarding process at AdmitHub. We can’t thank you enough for all of the
hard work and dedication you’ve given to us, and I know Booker T. Bot appreciates it, too.

The contents of this document are pretty straightforward and designed for you to be able to get

⏰the most impact from your bot possible on the goals we discussed throughout your strategic

sessions. Keep it close by and check in with it often! We find that sticking to this playbook is
the best way to make sure Booker T. is doing their touchdown dance at the end of the year.

I’m so excited to see all that you, Hampton University Online, and Booker T. achieve this year! I’ll
be reaching out periodically to review Booker T.’s performance and see how things are going with
this playbook. If you ever have questions about how to do something or how Booker T. works,
remember that our support center is available to you 24/7! Really stumped (or did you *gasp*
find a bug)? Send an email to [email protected] and they will be able to help sort things out.

I’m also a resource available to you if you have questions about strategy or content.

Again, thank you so much for the time and effort you put towards bringing Booker T. to life. Let’s
go create some impact!

Warmly,
Courtney
Partner Success Manager

Table of Contents

Table of Contents 3

Hampton University Online Resource Library 4

Hampton University Online Contract 4

Hampton University Online Goals 4

Booker T. Content Strategy 4

Regular Decision: Complete App Reminder 5

Application Interest - Still Applying? 5

High School Transcripts - script needs to add how the student sends the transcript to
you. 5

Submit photo ID 5

Class Registration Reminder 6

Orientation Registration & Info 6

Email Account & Student ID Setup 6

Intent to Enroll 6

Link to video helping them with registration 6

Final Enrollment Steps 6

Steps to complete registration - Write a draft of this type of campaign and share with

Johanna & Courtney 6

Start dates for next session 6

Reading and Understanding Financial Aid Packages 6

Financial Aid Packages, Taking Action 6

Tuition Bill & Payment Options 6

FAFSA Application Open 7

FAFSA Priority Deadline Reminder 7

FAFSA Application PSA 7

FAFSA Verification Alert 7

Live Virtual Event for Admits 7

Hampton University Online Resource Library

Implementation Workbook (includes slides and documentation)
● Campaign Mechanics
● Campaign Development

Student Communication Framework
● Goal Setting
● Rubric + Initial Analysis

AdmitHub Resources
● Mascot Login Page
● Support Center
○ Email: [email protected]
● AH Website
○ Webinars and Training Videos
○ Case Studies
● Product Releases

Hampton University Online Contract

800 Students - Admissions

Hampton University Online Goals

Your stated Main Goals for this academic year are:

1. Increase number of applications completed
2. Increase enrollment
3. Increase number of students completing financial aid steps

Booker T. Content Strategy

To help students overcome the challenges that affect your main goal, here are the three most
pressing topics we have identified. As much as possible, each campaign sent this academic year
should be centered around one of the three topics below as these are the topics that will have the
biggest impact on your goals.

Three key areas of focus:

● Complete Application
● Steps to Successfully enroll after admission
● Finances

Campaign Strategies to Build:
● Complete Application
○ Submit application
○ Unofficial transcripts
○ Photo ID
● Steps to Successfully enroll after admission
○ Register for classes
○ Complete orientation
○ Sign into email
● Finances
○ Financial Aid
○ FAFSA

As a reminder, bolded titles in “Topics and Key Deadlines” are scripts from the Script Library that
can be copied over into Booker T.’s content library.

Campaign Application Documentation Metrics to Track
1 Topics and Key Deadlines or owner of info
2
3 Regular Decision: Complete App Reminder

4 Application Interest - Still Applying?
5
High School Transcripts - script needs to add how the
student sends the transcript to you.

Submit photo ID

Steps to Successfully Enroll Owner
Campaigns Topics and Key Deadlines

1
Intent to Enroll

2
Orientation Registration & Info

3
Email Account & Student ID Setup

5
Link to video helping them with registration

6
Final Enrollment Steps

7
Steps to complete registration - Write a draft of this
type of campaign and share with Johanna & Courtney

8
Start dates for next session

9

Finances Owner
Campaigns Topics and Key Deadlines

1
Reading and Understanding Financial Aid Packages

2
Financial Aid Packages, Taking Action

3
Tuition Bill & Payment Options

FAFSA
1

FAFSA Application Open
2

FAFSA Priority Deadline Reminder
3

FAFSA Application PSA
4

FAFSA Verification Alert
5

Events and Others
1

Live Virtual Event for Admits
2

Retention
1

First week of class logins
2

Mid terms and finals encouragement
3

Wellbeing check-ins - open text for
response
4
Deadline reminder
5
Meet your team/who to contact

6

Introduce the bot
Meet your team & set motivational preference (Need to write)
Sports games reminders

1
First week of class logins/happy first week
of class!

2
No more drop reminder/end of week 1

Syllabus information
Tuesday of 2nd week: send a text for people
who haven’t logged in

3 Need to write
Wellbeing check-ins - open text for early alert text
response

Early Alert Text

4 Need to write
Midterm encouragement

5
Fun script (Monday Motivation/tiktok) /
check your term grades to check where
you’re at/reach out to instructor

6
Register for next term / May 18 - August 1

7
Hampton History
Important/notable alumni

8
Finals week encouragement

May 24 new term start
Aug 2-Aug 6 Add/Drop

Executive Summary

Partnership Objectives Recomme

1. Increase enrollment 1. Ellucian rec
2. Increase completed (summer!)

applications 2. Setting up #
3. Increase number of 3. Setting up r

students who complete
financial steps

endations Opportunities of Growth

cruit integration 1. Setting up repeatable
scripts
#commands
repeatable scripts 2. Expanding internal HU team
to have more people
available

Proprietary and Confidential |

March 24, 2021

Strategic Program Review



Agenda

● Measuring Program Success
● Planning
● AdmitHub Upcoming Roadmap

Proprietary and Confidential |

Measuring Prog

gram Success

Working together to ach

HUO Program

Objective Increase number of completed Increase E
applications

Plays ● Are you still applying? Campaign ● Use w
● Create process for student warm

applications, review. ● Intent
● Reach out to students consistently ● #nexts

about applications #com
● Use web bot to gather info for throug
● Consi
warm leads increa

Impact ● ●

hieve your goals

m Objectives

Enrollment Increase number of students who
complete financial steps

web bot to gather info for ● FAFSA campaigns
leads ● Campaign pack -- set of campaigns

t to enroll campaign we send out to all students reminding
steps or other enrollment them of steps
mmand to help students ● #FAFSA command
gh process
istent communication to
ase community & reduce melt

●

Proprietary and Confidential |

Program Highlights

Student Impact Listen a

at Scale Efficiency

Proprietary and Confidential |

Students I

Impacted

HU Online
Program Overview

Takeaways:
● Most of the traffic is coming in from Web
users, because it’s easier to opt into web
chat.
● Are we reaching out at the start of each
new term to introduce Booker T. to new
students?

Proprietary and Confidential |

Student SMS Engagemen

nt 280

Total Learners

August 2020 - March 2021

Takeaways:

● Great job engaging students! Our typical benchmark
for active engagement is 30%, so you are really
connecting with your students well!

● Opt outs and Invalid numbers together are less than
5% of your overall population, great job!

Proprietary and Confidential |

Web Bot Trends

1,609

Web Users

August 2020 - March 2021

Takeaways:

● 67.9% of users are providing information about
themselves--let’s make sure to download this
report regularly.

Proprietary and Confidential |

Listening

at Scale

Communicating with Bo

2,730

Messages to the Bot

*Outside of Campaigns

August 2020 - March 2021

Takeaways:

● Because most of our traffic is web users, it makes sense that
we see a higher percentage of College questions. Students
are less likely to develop a relationship with the web bot.

● Let’s do some Knowledge Base Cleanup to address the
volume of Unknowns: that’s when the students’ questions
weren’t available in the KB as answers.

ooker T.

Proprietary and Confidential |

Bot Conversations - ‘Coll

Takeaways:

● Academics and admission are both top categories--your students are very inte
● Have applications gone up?

lege’ Topics

Category Topics Messages
academics
admission program, major, online, registration 650
620
services application, transfer, decision,
billing transcript 219
finaid coronavirus, student portal, 91
academics veterans 57
Total tuition, payment 650

scholarships, other, help

program, major, online, registration

1,791

erested in applying.

Proprietary and Confidential |

Bot Conversations - ‘Cha

Takeaways:

● Students are grateful for Booker T.’s help!
● There are no frustration words here, so we’re doing a great job of connecting w

getting them the answers they need.

at’ Topics

Category Messages
gratitude 217
ok 60
hey 49

more specific 39

finished 34
Total 791

with students and

Proprietary and Confidential |

Campaign Review

Takeaways:

● How can we increase the number of campaigns sent? Wh

hat processes can we help support & improve?

Proprietary and Confidential |

Knowledge Base

964

Understandings

113

New Understandings
Learned Since Launch

Takeaways:
● Focus on archiving or answering any of the No Answe
needs.

2

Unapproved Answers

35

No Answer

er understandings to help support student

Proprietary and Confidential |

New Topics for Booker T

Questions R

● Is Hampton Online the same as
● PhD Duration, expectations, clas
● Military experience, re-enrollme

T. to Learn

Relating to:

Hampton University?
ss load
ent, etc.

Proprietary and Confidential |

Staff Effi