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Collegiate Insights brings the rigor of consumer science to higher education. With an in-depth understanding of your constituents, you will benefit from the strong foundation you need to elevate university performance. We start with the end in mind, working closely with you to create a learning agenda that will inform key decisions with actionable insights. Increased brand affinity, enrollment growth, marketing effectiveness and fundraising success.
EDUCATION SOLUTIONS
EDUCATION SOLUTIONS
Digital Web Design/ UX
Uses AI-driven insights and a unified customer profile to personalize enrolment, alumni, and donor engagement at scale, automate lead nurturing, streamline enrolment cycles, and boosting conversion rates and ROI.
Key capabilities: Includes tools for:
Curriculum Planning and Management
Campus Community Engagement
Career Services and Job Placement
Institutional Research and Analytics
Compliance and Accreditation Management
Mobile Learning and Student Services
Continuing Education and Professional Development
And other features like scheduling, case management, and program management.
Agentforce for Education Cloud
AI-powered support: Provides AI-driven virtual agents to offer 24/7 support for students, parents, and staff, answering questions about admissions, enrollment, financial aid, and other services.
Streamlined operations: Automates tasks like form submissions, appointment scheduling, and academic planning, reducing manual workload and improving efficiency.
Copilot for staff: Provides AI assistance to faculty and administrators by summarizing cases, generating responses, and recommending next steps.
Student Recruitment Agent: Helps prospective students navigate the application process and provides information about the institution, programs, and events.
Facilitates targeted marketing campaigns and personalized communication with prospective and current students. A comprehensive marketing automation platform for engaging constituents across various channels like email, mobile, social media, websites, and ecommerce. It includes tools for journey building, email marketing, advertising, and personalization. It delivers real-time 1:1 personalization with Journey Builder for automated lifecycle engagement, Content Builder for dynamic asset creation, omnichannel campaign orchestration across email, SMS, social, and ads, plus Loyalty Management to drive repeat engagement.
Use cases: Sending event invites, onboarding materials, admission updates, application reminders, and information about financial aid, exams, and course updates.
Personalized student journeys: Creates individualized paths for students through automated campaigns based on their interactions and interests.
1:1 Personalization
Leverages AI and data: Salesforce uses AI and data from various sources to provide real-time, personalized experiences across every touchpoint.
Customer 360 integration: Builds on the Salesforce Data Cloud and Customer 360 to deliver tailored recommendations and content.
Beyond marketing: Extends to recruitment, advising, and student support, enabling institutions to understand and cater to individual student needs more effectively.
Salesforce Commerce Cloud helps institutions manage and process online transactions related to enrollment, tuition, course materials, and potentially other offerings.
While Commerce Cloud might play a supporting role in specific transactions like merchandise sales for alumni, the broader aspects of tuition payments and alumni giving within higher education are primarily managed through Salesforce's Education Cloud, often enhanced with integrated solutions and apps designed for these purposes. This approach prioritizes a holistic view of the student and alumni journey, leveraging data, automation, and personalized engagement strategies to foster strong and lasting relationships.
Focuses on customer service and support. It provides tools for managing customer cases, offering self-service support, and handling customer interactions across various channels (email, phone, social media, etc.). Provides a complete Customer 360 view with omnichannel interactions, past purchases, recommended items, and loyalty details—empowering agents to deliver 1:1 service personalization and even assist with clienteling. It automates case routing and expedite requests, resolve issues faster to increase retention.
360-Degree View of Students
Unified student data: Consolidates all student information (academic, interactions, interests, financial needs) into a single, comprehensive dashboard.
Improved decision-making: Provides a holistic understanding of each student, enabling teachers, advisors, and staff to tailor their approaches and support strategies.
Enhanced communication: Facilitates seamless communication and engagement with students, parents, and alumni based on their individual profiles
University Case Study
University Case Study
Prepared By Cindy Casper
Higher education is under increasing pressure to think strategically
Increased cost for recruitment as competition stiffens
Online and hybrid learning are leveling the playing field
Alumni donations are softening as traditional engagement lacks relevance
Sports revenue impacted by social distancing requirements
Public discourse on the value of a college degree
Driving both brand equity and enrollment in online programs
Top 5 non-profit online university Recruitment marketing was outsourced to a provider that was incented to drive enrollment. There was little regard for the impact on brand equity. The brand wanted to find a way to improve perceptions while also meeting enrollment objectives. A brand tracking study and structural equation modeling revealed current perceptions and drivers of improved brand strength. Qualitative and quantitative research informed new brand positioning and creative campaign. Pre-testing ensured assets would have desired impact. As a result, there was a significant increase in prospective student perceptions and in lead quality, leading to both enrollment growth and increased brand strength.
Increasing alumni affinity to drive engagement and donations
The stated mission of the marketing department was to drive alumni affinity. Initially, there were failed attempts to operationalize and measure the concept. Using consumer insights methods, an affinity measurement was established. Causal modeling was able to demonstrate its impact on revenue streams. Diagnostic modeling identified drivers of affinity that informed creative content. Result was a significant increase in alumni affinity, involvement and donations that could be attributed to the insights-informed marketing strategy
Measuring ad effectiveness without a sales outcome
Brand-building marketing effectiveness is difficult to measure since there is not a definitive outcome, such as sales, that can be attributed to the advertising. In order to inform channel mix, an approach was needed to decompose the contribution of each channel to improved brand perceptions. A large quantitative research study was designed to obtain pre and post campaign brand perceptions from the same respondents. The post measure also obtained proven recall of advertising in each channel. Advanced analytics were used to quantify the impact of each channel on overall brand perception changes. Resulted in recommended ad channel strategy to be complemented with creative pre-testing and other marketing best practices in order to improve brand lift without increasing spend.
Retail, Beauty + Wellness, CPG, Hospitality, Higher Education, Technology
Principal Consultant, Customer Insights + Analytics
With over 30+ years of experience transforming consumer data into strategic growth, Cindy brings deep expertise in behavioral modeling, segmentation, brand perception, pricing research, and decision science, supporting clients with the insight foundation needed to drive personalization, innovation, and business results. Her career spans senior roles at Sam’s Club (Walmart), American Greetings, Noodles & Company, Arizona State University, Jo-Ann Stores, and OfficeMax.
Known for pioneering a patent-pending methodology that integrates survey and first-party data to predict consumer attitudes, she has helped Fortune 100 brands unlock loyalty, refine product portfolios, and optimize advertising effectiveness.
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