About the Episode
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About the Episode:
In this dynamic episode of In Your Element, co-hosts Daniella Nordin and Brendan Henkel sit down with Jessica Vaughan, Director of Enrollment Management and CRM Strategy, and Dr. Abe Dones, Vice President and Chief Student Officer at Durham Tech. This is the first installment of a three-part series chronicling Durham Tech’s transformational journey with Element451. From disjointed systems and paper processes to seamless automation and policy shifts, discover how this community college is rewriting the playbook on enrollment management. If you’re searching for higher ed enrollment inspiration, this episode is your blueprint.
Key Takeaways
- Durham Tech adopted a student-centered CRM strategy to modernize and unify fragmented systems.
- Element451 stood out due to its community college-focused features and commitment to relationship-building, not just software selling.
- CRM implementation success hinged on change management, internal buy-in, and prioritizing data integrity.
- The college revamped its admissions policy to eliminate barriers, drastically reducing application processing time.
- Building a CRM team with diverse subject matter experts helped drive innovation across departments.
- The journey required cultural transformation—technology alone wasn’t enough.
- Institutions must choose partners who understand their mission, not just vendors.
What problems led Durham Tech to seek a CRM solution?
Dr. Abe Dones outlined the initial challenge: disconnected systems made it impossible to track a student’s journey from prospect to graduation. Legacy tech lacked the responsiveness and personalization today’s students expect. The inefficiency, paired with poor communication between systems, became a roadblock to student success. Durham Tech needed a modern CRM built with—and for—community colleges.
Why did Durham Tech choose Element451?
It wasn’t just about functionality. Element451 CEO Ardis Kadiu and the Element team brought empathy and understanding of community college needs. Dr. Dones described the decision as “choosing a partner, not a platform.” Element’s flexibility to support multiple student pathways—from continuing ed to high school equivalency—was key. Equally vital? The collaborative spirit. The Element team conducted on-campus workshops and co-designed systems with stakeholders, which left a lasting impression.
How did Durham Tech manage implementation?
Jessica Vaughan, who pivoted from health and wellness to become CRM strategy lead, saw Element's transformative power early. Her passion for process improvement, paired with leadership support from Dr. Dones, led to widespread adoption. The key to success? Cross-functional collaboration. Jessica emphasized bringing IT and department SMEs into the project early. However, she also acknowledged some early hiccups—including a consultant misalignment and the massive lift of data integration.
What roadblocks did they face—and how were they overcome?
Change management was no small feat. “People don’t like change,” Jessica admitted. But Durham Tech’s leadership tackled this head-on with transparency, clear rationale, and a student-first mindset. One major challenge was messy data. Integrating Element with their SIS revealed inconsistencies and redundancies. It was a blessing in disguise—pushing Durham Tech to improve data hygiene and ensure systems communicated cleanly and consistently.
How did they successfully change admissions policy?
This is where Durham Tech’s transformation became institutional. Previously, students faced outdated and unnecessary barriers to admission. Jessica and Dr. Dones reevaluated everything—including the actual state board requirements. Turns out, many of their own rules were self-imposed. With Element in place to handle personalized communications and automation, they rewrote the admissions policy to prioritize access. Result? Applications that used to take weeks can now be processed in minutes.
What advice do they have for other institutions?
Dr. Dones didn’t mince words: “This isn’t just tech adoption—it’s a culture shift.” He urged leaders to involve stakeholders early, align policy with new tech, and stay laser-focused on student outcomes. Jessica echoed that sentiment, emphasizing continuous improvement. “There is no other side,” she said. “We’re not done. We’re always evolving.” Their biggest piece of advice? Build a coalition. Choose people who see the vision and choose partners who believe in your mission.
Connect With Our Co-Hosts:
About The Enrollify Podcast Network: In Your Element is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Visionary Voices: The College President’s Playbook and Higher Ed Pulse.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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