• Communicate with the Students You Want to Reach

    Hobsons is the Customer Relationship Management (CRM) application that the College uses to communicate with prospective and current students. The application allows the College to track and manage our communications and engagement with students for retention — from the point of prospect through graduation.

  • The advantages of using Hobsons for student communications:

    • Selection of targeted lists using CUNYfirst data so that you reach the students you need to reach. That also means students only receive emails that are important to them, which will help increase open rates.
    • Better analytics (e.g., open rate, specifically who opened the email, etc.)
    • Personalization
    • Consistent branding and format

  • Important guidelines at a glance:

    • A two-week lead time is required for all requests.
    • Write in a friendly tone, and avoid acronyms.
    • Sign off emails with a specific person’s name, plus their department name and contact info.
    • Keep messages short – two paragraphs or less for emails.

  • Please note: Events are posted on the College calendar rather than shared via emails/alerts. Please submit your events at laguardia.edu/submit-event.

    My LaGuardia Alerts that go to everyone

    • College-wide critical information
      • News impacting all students, i.e., CUNYfirst Alerts, academic calendar changes, system alerts, etc.
    • College-wide general news that helps students, i.e., fraud alerts, registration, financial aid deadlines, etc.

    My LaGuardia Alerts for targeted lists

    • Advisement
    • Financial Aid
    • Bursar
    • Registration
    • Graduation

    Emails that go to everyone

    • College-wide critical information
      • Emergency notices, i.e., snowstorms, health threats, etc.
      • News impacting all students, i.e., immigration, tragic events, campus renovations, CUNYfirst Alerts, academic calendar changes and, system alerts.
      • CUNY messages sent by LaGuardia, i.e., legal information
    • College-wide general news that help students, i.e., Single Stop, tutoring, scholarships, fraud emails, registration and financial aid
    • General news that informs students, i.e., Middle States, senior leadership messages, student elections

    Emails that go to targeted lists

    • Academic standing
    • Academic opportunities, i.e., badging, honor society, etc.
    • Access records
    • Advisement, including appointments and DegreeWorks
    • Bursar and tuition bill Information
    • ePortfolio updates
    • Employment opportunities
    • Evaluation – Intent to Graduate
    • Financial Aid issues and Financial Aid Appeals Committee
    • First Year Experience
    • Graduation
    • Majors
    • Peer programs and opportunities
    • Registration
    • Scholarships
    • Special programs, i.e. College Discovery
    • Student activities/clubs
    • Student government
    • Tutoring programs

    Messages requested to groups not on this list will be reviewed and approved on an individual basis by Marketing & Communications.

    Individual faculty and staff members may access the Request Form and submit requests; to log in, use your Outlook credentials.

    Please reference the "What Types of Messages can be Requested?" drop-down above to understand which messages are appropriate for student email communications versus My LaGuardia content.

    Hobsons Process Updated
    • Faculty/staff member gathers content from to create requests within the Hobsons system

    • Divisional Liaison – responsible and accountable for prioritizing requests from their Division and/or Departments – edits, declines and approves all content submitted by the Communication Liaisons within their division. The Divisional Liaisons are:
      • Academic Affairs - Marsha Oropeza
      • Administration - TBD
      • Adult & Continuing Education - Liesl Fores-Iza
      • Information Technology - Teresa Saljanin
      • Institutional Advancement - Gina Taraskewich
      • resident’s Office - Robert Jaffe
      • Student Affairs - Loretta Capuano

    • Communications Manager – the final check point to ensure the requests are within the overarching communications objectives of the College – edits, declines and publishes all requests. Communication Managers check requests for tone, style and readability according to the Brand Guide and Student Communications Guide. The Communications Managers are:
      • Karen Muehlbauer
      • Donald Webster

    • Hobsons Administrators – process and complete all requests

    • Make requests at least 14 days in advance unless absolutely critical. For urgent messages contact a Communications Manager directly for assistance.
    • Think critically about the communications we send out — to whom and why. While something may seem vitally important to a particular department, it may or may not be relevant to every student. As a result, they’re inundated with countless communications that don’t apply to them, and ultimately, they stop reading. Choose your population carefully and do not send messages to all students if the message does not apply to all students.
    • Instead of “Dear Students,” start messages with “Hi {First Name}.” This command will insert the student’s first name from the population file.
    • Write in a friendly tone, and use language that means something to students, as opposed to acronyms and abbreviations.
    • Keep messages to about two paragraphs or less.
    • Use bold and underline to emphasize key points, but do not use in excess.
    • End email messages with a closing (Sincerely) and a person and department name as well as contact information.
    • My LaGuardia content messages are limited to 200 characters (including spaces); messages with more than 200 characters will be edited or declined.

    Identifying Recipient Populations

    • All Enrolled Matric Students
      Who this includes: all matriculated students enrolled in classes for the current semester
      Types of messages: snow closures, system alert, calendar changes, emergency information, and general announcements that affect all students
    • All Enrolled Matric and Non-Degree Students
      Who this includes: all matriculated and non-degree students who are enrolled in classes for the current semester
      Types of messages: snow closures and emergency information
    • All Enrolled Non-Degree Students
      Who this includes: all non-degree students who are enrolled in classes for the current semester
      messages that are appropriate for group include
      Types of messages: ACE related information
    • Prospective Students
      Who this includes: students who have identified that they are considering attending the College
    • Newly Admitted – Pre-Registered:
      Who this includes: all students who have completed the admissions process but have not registered
    • Newly Admitted – Post-Registered:
      Who this includes: all students who have completed the admissions process and registered for classes but have not claimed their LaGuardia student email account
    • Describe Population:
      Enter a brief description of the specific group of students you would like to reach, e.g., students of a particular major with a certain GPA.
    • Upload Student File:
      Allows you to attach a file to the request. All files must include EMPL IDs and any other data that needs to be included in the communication.

    Email Request Fields
    Communication Name
    Division and Department
    From Name
    From / Reply Email Address
    Date to be sent
    Email Reports
    Identifies the communication for your reference; is not seen by recipients
    Identify population - see above section
    Critical, Important or Useful - select objectively
    Identifies source
    Shows up in students’ inboxes, e.g. Health Sciences Department or John Doe
    e.g. admissions@lagcc.cuny.edu, or jdoe@lagcc.cuny.edu
    Should be catchy, simple and to the point.
    Please allow a two-week lead time from the date to be sent
    Check yes or no, indicating if you would like open-rate reports
    Enter message or attach file
    My LaGuardia Request Fields
    Communication Name
    Division and Department
    Date to be posted
    Identifies the communication for your reference; is not seen by recipients
    See above section
    Identifies source
    Provide a start and end date; limited to two weeks
    Enter message or attach file


    9 a.m., 9:30 p.m.
    CUNYfirst "negative service indicator" or CUNYfirst "hold"
    Fall 2015 - Session II or Fall II 2015
    Tuesday, September 26, 2017


    9:00am , 9pm or 9am
    CUNYFIRST or cunyfirst
    718) 482-5000 or 718.482.5000
    CUNYfirst "stop"
    B Building
    Fall 2 or Fall 2015 II
    LaGCC or LaG or LAG
    Tuesday, September 26th 2017
    • Spell out acronyms on first use and identify the abbreviation for subsequent use.
    • Refrain from including long web addresses as text; hyperlink the appropriate text instead.
    • Capitalize the letter C when referring specifically to LaGuardia; use a lowercase c when referring to colleges in general.