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 · Sep 3, 2026
When Search Stops Sending Traffic: What Zero-Click Means for Higher Education
Nearly six in ten searches end without a click, and AI now answers the messy questions that drive college search. What that changes for institutions.
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.