Enhancing Marketing and Technology at California State University Chico’s Professional and Continuing Education
California State University Chico’s department faced challenges in marketing and technology, including the absence of a CRM system and a cohesive marketing strategy. The Spur Group implemented Salesforce CRM and developed a comprehensive marketing plan, which streamlined communications, enhanced workflows, and aligned marketing with program development. The results included improved student recruitment, effective collaboration between teams, and the successful hiring of a new marketing leader to sustain future growth.
🔍 The Opportunity
California State University Chico (Chico State) professional and continuing education department faced significant challenges in its marketing and technology operations. Despite having a dedicated marketing person and a few supporting staff for content and design, the department’s marketing technology was outdated and lacked a CRM system—a crucial tool for effective student recruitment and partnership management.
The strategic plan revealed a need for a robust tech stack and a cohesive marketing strategy to support student recruitment and program promotion. The absence of a CRM system and a clear marketing strategy hindered their ability to achieve the department’s goals of increasing student enrollment and building stronger partnerships. The department’s current technology and marketing practices were insufficient for meeting the ambitious objectives outlined in the strategic plan.
"When we brought on Spur to help us with the initial consulting projects, we did not know that we would need help from the other Spur Groups. But the moment we needed to shift, they were ready to bring in marketing, technology, and their learning groups to support us in every way possible."
💡 The Solution
To address these challenges, The Spur Group was brought in to lead the marketing overhaul and implement a comprehensive technology solution. The approach included several key components:
1. Implementing Salesforce CRM: The team identified Salesforce as the ideal CRM for Chico State due to its customization capabilities and robust marketing and recruitment features. Salesforce’s Sales Cloud was particularly valuable for tracking business partner interactions and managing regional and state-wide partnerships. This allowed for more streamlined communications and avoided overlaps with other campus departments.
2. Developing a Marketing Strategy: Prior to this project, Chicago State lacked a cohesive marketing strategy. The Spur Group developed a comprehensive marketing strategy encompassing both overall unit marketing and individual program marketing. This strategy included creating marketing calendars and content strategies to ensure timely and effective promotion of programs.
3. Training and Integration: With The Spur Group leading the marketing efforts, the existing team underwent training on creating and implementing marketing strategies. The focus included how to align marketing efforts with program development to ensure cohesive and effective promotional activities.
4. Enhancing Marketing Workflows: The implementation of Salesforce allowed The Spur Group to create necessary workflows and automations for marketing tasks. It was crucial to synchronize the marketing calendar with the programming calendar to ensure seamless integration and effective program promotion.
5. Preparing for Future Leadership: As part of the project’s conclusion, The Spur Group designed a job description for a new marketing leader who would continue to drive the new strategy forward. This role was crafted to focus on both strategic marketing and overall branding, reflecting the evolved goals and future needs of the department.
“Spur’s expertise in Professional and Continuing Education is immediately evident when you speak to them and that is why we worked with them for several years."
📈 The Outcome
The results of our intervention were both immediate and impactful:
1. Successful Salesforce Implementation: The Salesforce CRM was successfully integrated, providing the department with the tools needed for efficient marketing and partnership management. This new system facilitated better tracking of interactions and streamlined business development processes.
2. Effective Marketing Strategy: The marketing strategy, complete with calendars and content plans, was implemented effectively. The new strategy allowed for clear timelines and coordinated efforts between the marketing and programming teams. This led to improved program visibility and enhanced student recruitment efforts.
3. Improved Collaboration and Success: The alignment of marketing and program development efforts resulted in successful program promotions and recruitment. The collaborative approach between the marketing and programming teams proved effective, setting a standard for future marketing practices.
4. New Marketing Leadership: The job description we developed for the new marketing leader attracted candidates well-suited to advance the strategic goals of the department. The successful hiring of a candidate who aligned with the new marketing strategy ensured continuity and further growth.
5. Continued Advancement: The marketing strategy and Salesforce implementation continue to serve Chico State. The department is now exploring additional ways to leverage Salesforce for further recruitment and business development.
Clare Van Ness
Dean, Professional and Continuing Education at California State University, Chico
“Spur’s expertise in Professional and Continuing Education is immediately evident when you speak to them,” said Clare Van Ness Dean, Professional & Continuing Education at California State University, Chico. “When we brought on The Spur Consulting Group to help us with the initial projects, we did not know that we would need help from the other Spur Groups. But the moment we needed to shift, they were ready to bring in marketing, technology, and their learning groups to support us in every way possible. As a final bonus, Spur really takes the time to talk through everything and teach as they do all their work. For me, that was a priceless addition that I feel made this experience so valuable.”
This project had a transformative impact of integrating advanced technology and strategic marketing within Chico State. By aligning marketing efforts with program development and leveraging Salesforce CRM, The Spur Group enabled the department to achieve its strategic goals and set a strong foundation for future success.