Marketing & Communications
Audiences from the record, not from an export.
Marketing on the same platform as the student record means audiences come from what is true of a student now — program, stage, status — rather than from a list that was right on the day it was pulled.
Functional scope
Communications, run against the record.
Typically on Marketing Cloud, and always against the student record.
- Segmentation from the student record
- Audiences defined by live fields — program, term, stage — rather than maintained by hand.
- Email and journey communications
- From prospect nurture through enrolled-student communications, sent and recorded in one place.
- Communication history on the record
- What was sent, to whom, and when — visible to every office that works with the student.
- Preferences and consent
- Held once, on the record, and honored everywhere a message originates.
Our approach
Three channels, one conversation.
- Every send and every reply lands on the record
- A text at 9pm, an email opened twice, a call that went to voicemail. The next person to speak to that student can see all of it.
- Consent once, honored everywhere
- One preference model across email, SMS and voice. A student who opts out of texts about billing does not stop hearing about their class.
- The channel fits the moment
- Email for the considered decision, SMS for the deadline that is 48 hours away, voice for the conversation that needs an actual answer.
- One calendar, many offices
- Admissions, financial aid, advising and the college all want the same student's attention this week. Sequencing that centrally is the difference between a campaign and a nuisance.
What it runs on
The stack, named.
- Marketing Cloud Engagement
- Journeys, segmentation, content, A/B testing and send-time optimization, built on the student record.
- Mogli
- SMS, RCS and WhatsApp inside Salesforce, with two-way conversations. HECVAT and SOC 2, which is what makes it viable on a campus.
- Agentforce Voice
- Voice agents on the phone and click-to-talk, generally available, sharing the same actions as your chat agents.
- Retell AI
- High-volume inbound and outbound calling, where a campaign needs the phone rather than a conversation.
- Data Cloud
- Segments built from every source the institution holds, not just what is in the CRM.
- Marketing Cloud Personalization
- The web experience that recognizes a returning prospect.
AI
Agents on the phone, and models behind the send.
- The phone answers at 9pm
- A voice agent takes the call about a deadline or a document, answers it from the record, and books a human when it should.
- Fatigue, measured
- Einstein engagement scoring and frequency show who is disengaging and who is being over-contacted, so you stop burning the list you spent three years building.
- Campaigns drafted, not written from nothing
- Agentforce builds the brief, the segment and the first draft of the content, and your team edits rather than starts.
Implementation
Six phases. Twenty-one weeks to live journeys.
- Align · 2 weeks
- Channels, audiences, consent model and who owns the calendar.
- Envision · 4 weeks
- Current state, deliverability and sending domains, integration scope.
- Iterate · 6 weeks
- Journeys, templates, SMS, voice agents and personalization, built in working increments.
- Validate · 3 weeks
- Tested on a real audience with real replies, in every channel.
- Onboard · 4 weeks
- Cutover, training, and a full campaign cycle.
- Hypercare · 2 weeks
- The team that built it stays on daily through the first live weeks.
One journey, proved end to end.
We build the journey that matters most to you first — inquiry nurture, melt prevention, re-enrollment — across all three channels, and run it against a real audience before anything else is touched. What you learn from one journey that actually works is worth more than twelve that are half configured.
Insights & events
Related reading.
Case study · Nov 11, 2025
Flagler College: A Case Study in Resilience and Partnership
How Flagler College restarted a failed Salesforce Admissions implementation with a partner who already understood admissions operations.
Article · Dec 17, 2025
The Enrollment Cliff is an Operations Problem: Why Solvency Depends on Transfer Credit Efficiency
The enrollment cliff is an operations problem — why transfer credit turnaround, not strategy, decides which institutions stay solvent.
Article · Apr 15, 2026
The AI Visibility Gap in Higher Education: 46% of Students Are Searching With AI. Only 30% of Schools Are Ready to Be Found.
Half of prospective students research colleges with AI. Only 30% of institutions have a strategy for appearing in the answers.
Start here
Bring the segments you maintain by hand.
The lists rebuilt every cycle, the export that has to be right by Thursday — the first conversation is about which of them the record could simply answer.