Communications Using Element451

Purpose

To ensure consistent, clear, and effective communication with students using Element451, this Standard Operating Procedure (SOP) outlines the process for sending various types of communications from Durham Tech.

Scope

This SOP applies to all departments and staff responsible for using Element451 to communicate with students, including but not limited to academic, administrative, and support services.

Procedure 

Use this procedure to create communications in E451.  Ensure all communications adhere to FERPA and other relevant privacy laws to maintain compliance and protect privacy.  This process can start at any time but should be initiated no later than six weeks prior to the intended publication date. Shorter timelines may be considered on a case-by-case basis with approval from Marketing. If a shortened timeline is approved, certain steps may be condensed accordingly.

Communications

1. Complete Element451 (E451) Training.
   • If this is the first request, complete the E451 Training. Thereafter, skip step one.
   • Access E451 Training [insert link here].
   • E451 Training will provide descriptions of each feature. Templates include Events, Forms, Campaigns, Pages, Appointments. Others will be added over time.
      
2. Consult the appropriate supervisor with CRM idea.
   • Collect data based on current practice to establish a baseline.
   • Prior to creating, discuss your idea with the appropriate supervisor(s) or other employees based on the intended audience. For example, Advising Services is hosting an event for incoming health students.  Consult with Health & Wellness Program Directors and other involved employees.  
   • Determine the method of communication (email, SMS, both).
   • Determine what you want to assess (tracking registration, attendance, click rate, etc.)
   • Prior to proceeding, as applicable, check for date/time conflicts, make room reservations, determine facilities, etc.
      
3. Complete the template with necessary content.
   • Download the appropriate template found in E451 Training in Canvas.
   • Refer to the list available in the training to determine the appropriate E451 User.
   • Provide all content outlined. If unsure of the needed content, indicate unsure.
   • Place the completed template in [insert name] Teams folder.  
   • Notify the appropriate E451 User by sending a message through Teams.
      
4. Discuss content and usage with the E451 User.
   • E451 User will review request, determine if request is feasible, provide advice or alternate template if applicable, request more information as needed within one week of receipt of the template.
   • The E451 User will determine if additional access is needed for the originator.
   • The E451 User and originator will agree upon the design.
      
5. E451 User creates content in E451.
   • The E451 User creates the first draft of the content and shares it with the originator.
   • If modifications are needed, the originator notes changes and resubmits to the E451 User.
   • All parties who vetted the idea approve the content and design.
      
6. The originator sends Marketing a request to review and approve.
   • The originator will notify Marketing through Teams messaging that the content is ready for review.  
   • Submit to Marketing at least three weeks prior to the intended publish date.
   • Marketing will review accessibility, spelling, grammar, inclusivity, compliance with DT communication style guide, etc. and make any corrections as needed.
   • If images are needed, complete the Marketing Service request or provide image ideas.
   • The originator will submit any needed marketing request to update the Durham Tech website and/or social media postings.
   • Marketing, E451 User and the originator will agree upon any changes and finalize the content.
      
7. The request is made live.
   • Marketing will collaborate with the E451 User and the originator to determine what platforms to utilize and who is responsible for posting/publishing.  
     • The E451 user is responsible for all communications via E451.
     • Marketing is responsible for communications through the Durham Tech website, digital signage, and social media platforms.
   • The request is published by the intended date.
      
8. The originator reviews and monitors:
   • The data during and after implementation of the idea.
   • Collected data to refine and improve processes.
   • Shared data and analysis with supervisors, impacted employees, E451 Administration, and other audiences as requested.
      
9. If revisions or additional communications are needed after going live, contact the E451 User.
   • If editing revisions are needed, respective parties will address any issues.  
   • If additional communications are needed, contact Marketing and the E451 User.
      

Conversations

It is everyone's responsibility to adhere to these guidelines when using Element451’s Conversations feature.

• General Requirements
  • Use clear language and avoid abbreviations.
  • Ensure content is accurate.
  • Identify the college department or college office in the message.
  • Spellcheck your communication.
  • Send messages with adequate time for the action or activity.
  • Respond in a timely fashion (as soon as possible but no more than one working day).
  • Do not send any messages containing personal or confidential information, social security numbers, passwords, credit card numbers or any FERPA-protected data.
     
• Emails
  • Ensure the subject line is provided and that it is clear and concise.
  • Use a professional greeting and closing. Use College guidelines determined by Marketing.
  • Use the appropriate saved reply when applicable.
  • Include contact information for follow-up.
     
• Text Messaging (SMS)
  • Use only short web links.  
  • Make sure the number of messages received by a student is appropriate to ensure the student will continue to regard the text messages as important information.
  • Make certain the information within the text message is directly related to the student.
     
• Chat
  • Use a professional greeting and closing.
  • Use the appropriate saved reply when applicable.
     

Monitoring and Feedback

• Supervisors should regularly audit conversations for compliance with Conversation guidelines.
• Supervisors should address any issues promptly to maintain effective communication.
• The college leadership will consider the effectiveness of the use of the technology. If there is a need to shift direction due to a pattern of students opting out, the college will consider making adjustments to permissions and use.
   

Student Opt Out

• Students have the option to opt out of text messaging by replying Stop.
• Students have the option to unsubscribe to marketing campaigns but not transactional campaigns.
• Group communications will not be sent to those who have opted out or unsubscribed.
   

Definitions

Automated – Any standard message used in a designed workflow using Element451.  

Communications – Any automated message, event, campaign, workflow or other designed idea sent using Element451 from the College or College office to students, including emails, text messages, social media, and other approaches.  

Conversations – Any real time message used between an Element451 user and a student.  

Customer Relationship Management (CRM) – A digital system that helps manage relationships with students.

Element451 User – Element451 Users are Success Coaches or appointed users by Pathway. Creates communications, campaigns, messaging, events, forms, pages, or other tasks associated with a workflow. Monitors communications effectiveness regarding frequency, read rate, response and more.  

Originator – Any individual employed by the college who would like to request that an Element451 User create a Customer Relationship Management communication.

Student – Any potential, new, enrolled, or visiting individual at Durham Tech.

Supervisor – Supports the communication process, ensures compliance with College policies and procedures, and provides approval for the design of the communications.