Business Units
Salesforce Marketing Cloud

Business units allow us to organize and manage data, assets and access within Marketing Cloud. This page provides details about the Salesforce Marketing Cloud (SFMC) business unit structure at The Ohio State University. Details outlined include audiences and use cases that are approved for sending within each, how lists are created, future state integrations, opt out information and who to contact for more information.

Note: A requirement of the tool is to use the university’s campaign tagging guidelines for the naming convention of all emails. Google Analytics UTM parameters are configured in each business unit, and will automatically append to the end of sent email links. As long as each email is named properly, these tags allow Google Analytics to track how tactics and assets work together within an overall campaign.

The Ohio State University

This is our parent business unit. Primary contact: Elaine Armbruster, Office of Marketing and Communications

Data management happens here and is shared with the other business units as applicable.

Alumni, Donors & Friends

This is the primary business unit for advancement and is shared by multiple colleges, campuses and units. It is connected to data in The Advancement System (TAS), and TAS ID is used as the subscriber (primary) key for individual constituents. All recipients sent to from this business unit must have a TAS ID. If someone with whom you want to communicate with about an Advancement-related topic does not already have a TAS ID, we recommend having a TAS record created for those individuals. This allows you to send to them through SFMC (by filtering on their TAS ID or other attribute you specify when having the record created) and for their opt out history to be maintained in TAS. Send requests for new TAS records to bioupdate@osu.edu, and be sure to include first name, last name, email address and any other information you have about the constituent.

Approved audiences for advancement marketing use cases:

    • Alumni of The Ohio State University
      • Senders may contact the alumni of their respective areas
    • Donors to The Ohio State University within the last 5 years
      • Senders may contact donors to funds associated with their respective areas
    • Parents of current students at The Ohio State University
      • Senders may contact the parents of students within their respective areas
    • Attendees and volunteers of events at The Ohio State University
      • Senders may contact attendees and volunteers of events hosted by their respective areas
    • Faculty, staff and current students at The Ohio State University for advancement marketing purposes only
      • Senders may contact faculty, staff and current students within respective areas
      • This does not include use cases for internal communications, where areas are attempting to reach faculty, staff and current students based on their employment/enrollment with the university. Internal communications are a separate use case and do not require an opt out. See also: University Community
    • Other constituents contacted by advancement offices for advancement marketing purposes, including peers, board members, community members and other friends
      • Senders may contact these constituents if there is a data point tying them to their respective areas

The Advancement Business Intelligence and Data Science team creates lists for use within SFMC in the Alumni, Donors & Friends business unit (and college business units sending to Advancement audiences). List requests can be made here.

All Alumni, Donors & Friends audiences can manage their preferences/opt out via the Manage Preferences link, found in the Advancement footer portion of the branded templates in SFMC.

The SMS capability is enabled for the purpose of sending to those opted in for general marketing or giving/volunteer messages.

Recruitment

Colleges without their own business unit share this space to manage their undergraduate and graduate/professional marketing and communications. Recruitment data for onboarded colleges is shared to this business unit. Data and assets are organized through a folder structure and naming convention. Opt outs are managed through a SFMC Cloud Page that ties into the CRM (single opt out for all recruitment emails).

University Community

This business unit is home to internal communications at Ohio State. Internal communications are defined as messages to faculty, staff and/or current students that they receive as a condition of their active employment or enrollment with the University. Recipients may not opt out from these messages.

    • Current faculty of The Ohio State University
    • Current staff of The Ohio State University
    • Current students of The Ohio State University

The SMS capability is enabled for the purpose of sending Ohio State News Alerts to faculty, staff, current students and external audiences that choose to opt in.

Planned future integrations

    • Additional data to support segmentation needs (FY24)

Private business units

College and units have the option to purchase their own business unit, if desired. The benefit is that data and assets are in a private space, providing an extra layer of risk protection and making it easier to locate.

Private business units can be set up for the following use cases:

    • Alumni, Donors & Friends audiences specific to the college
    • Undergraduate recruitment audiences specific to the college
    • Graduate and professional audiences specific to the college (if first integrated with the Salesforce CRM)
    • Internal communications to faculty, staff and current students of the college (manual import)

Planned future integrations:

    • Subscription audiences
    • Synced data for internal communications

Recruitment marketing audience opt outs are managed through a SFMC Cloud Page that ties into the CRM (single opt out for all recruitment/SAE emails). Alumni, Donors & Friends audience opt outs are managed through the Alumni, Donors & Friends business unit preferences page.