2013 Annual Conference — October 6-9Bridging the Continental Divide – Changing from a culture of competition to cooperation
Ballroom
A story of how two potential adversaries came together to join departments divided by a history of competition and conflict, compounded by the physical distance of an entire campus. In late 2012, it was announced that Admissions would be joining Marketing and Communications under the umbrella of the Office for Institutional Advancement and Enrollment Management. Each office was certain that the other was the redheaded stepchild. Enter Nicole, a new young go-getter in admissions, bubbly, happy and idealistic, and Amy, an eight year veteran in institutional advancement, passionate but cynical. Nicole’s energy and work ethic was infectious and motivating. Together they decided to act as liaisons between the two feuding divisions. Meeting weekly via conference call (too lazy or busy to walk across campus) the two connected with a Hobsons CRM and began the implementation process. Over a three-month period they developed the CRM and began constructing a working communications plan. Slowly their relationship filtered to the rest of the team and a community of cooperation began to arise. Over the coming weeks the CRM was introduced to the team. The offices organized five full-day retreats dedicated to organizing contact filters and writing communications. The offices went from having no recruitment strategy to a fully functional communication plan. It all begins with one or two willing participants.
Presenters
Amy Michelin
New Media and Content Strategist, Farmingdale State College
Amy Michelin brings close to eight years experience in higher ed communications, marketing and new media. Her contributions include the development of a social media presence, intimate involvement in a full website redevelopment and redesign, the vision for a new image campaign, and analysis of metrics to assist in directing marketing decisions. Her peers recognize her for her passion.
Nicole Dose
Admissions Associate, Farmingdale State College
Dose has held weekly CollegeWeekLive sessions with prospective Farmingdale State College students, partnered in the implementation of CRM and worked on Farmingdale's Open House and Accepted Student Day Committee. She coordinates photo shoots for website renovation and coordinates student affairs, transfer services and admissions events on campus for students and updated admissions correspondence letters with applicants.
