University CRM
Project Description
The University CRM project aims to transform how we recruit students onto UCD programmes by implementing Salesforce as a new CRM. It covers the full journey that a prospective student goes through, from marketing, through recruitment activities and on to applying and being admitted into UCD. The project covers all UCD Colleges and all types of student recruitment including EU and Non-EU recruitment. The initial phase of the project focused on direct applications, with subsequent phases including recruitment and marketing, global partnerships and alumni.
The applications system replaced the legacy system for direct admissions, with all direct applicants to undergraduate and post-graduate courses now using the new Salesforce system. The system has centralised student applications, capturing all data in once place and provided users with enhanced functionality, such as the ability to collaboration with colleagues during the assessment process, automated emails, application auditing and enhanced reporting capabilities.
The student recruitment and marketing activities that will be supported by the new system are prospective student enquiry management, lead management, event management and campaign management activities. Similar to applications, all engagements with prospective students will be managed and captured in one central location. The new system will enable the University to build and nurture relationships with prospective students through regular and personalised communication and engagement.
The global partnerships functionality will provide a B2B relationship management system. Key functionality will include capabilities around lead generation and management, the ability to track global partnership opportunities and funding, to create personalised communication approaches for engagement, and develop performance reports that support evidence-based decision-making throughout the global partnership lifecycle.
What is the University CRM?
CRM stands for Customer Relationship Management. A CRM helps organisations to manage their customer data, and in our case, prospective student data.
The University CRM is tailored for higher education institutions, allowing them to collect, maintain, and analyse useful data about students. University CRM can be used to record and track student, potential student, and non-student interactions across the University. The insights from these interactions can be connected, giving us a more unified view.
Delivering connectivity, saving time and supporting strategic planning.
Introducing a shared CRM system delivers connectivity, as it facilitates a seamless journey from recruitment lead to applicant to student - and beyond. It also saves time, as the automation of manual processes means that more time and resources can be spent on planning and strategy. The cutting edge technology also allows for pin-point accuracy in reporting, data analytics and predictive modelling.
Project Outcomes
Successful achievement of this project will deliver many outcomes. These include:
- Improved competitiveness in the recruitment market by bringing UCD into line with systems utilised by many of our competitors globally.
- Improved communications by enabling personalised communication via social media, email and SMS.
- Increased agility to respond to the fast-changing recruitment landscape.
- Smarter recruitment by automating processes, use of artificial intelligence and improving student conversion.
- Enhanced analytics and enabling real time data-driven decision making by capturing, analysing, and reporting on key metrics and trends related.
- Enhanced reputation and experience for our prospective students by utilising more professional systems.
Timeline
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November 2022
Tender for new CRM issued
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May 2023
Salesforce selected as preferred tender
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26 June 2023
UMT Decision to Proceed
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4 September 2023
Technical Implementation of Salesforce starts
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1 October 2024
Application system implemented
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24 November 2025
Enquiry Handling implementation
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December 2025
Global Partnerships implementation
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April 2026
Events and Marketing implementation
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2026
Alumni implementation
Project Team
Juliette Mora
Recruitment and Enquiry CRM Manager
David Foley
Global Partnerships Project Lead
Mark Hargaden
Head of Enterprise Application Services
Jen Bradish
Change & Communications Lead
Training
Applications: We have created two separate training programmes based on your existing role in the admissions process and on how often you will be using the new system. The relevant training programme must be completed before logging into and using the new system. Click on the icons below to learn more about each training programme.
Recruitment and Marketing: Training for Enquiry Handlers and Event Managers will take place throughout the month of November in the lead up to go-live and after go-live in December 2025. These sessions will be in-person and hands-on sessions to provide users with the knowledge and experience required to feel confident in using the new CRM. Click below to view available training dates.
Training resources referred to in all in-person/online training session are available via the (opens in a new window)CRM Intranet.
Drop-In Clinics
Admissions: The Admissions Team in UCD Registry will be hosting several drop-in clinics to support system users. Use the links below to book your place at the clinic that best suits you.
Recruitment and Marketing: The Recruitment and Marketing team will be hosting a number of drop-in clinics for Enquiry Handling. Use the links below to book a 10 minute 1:1 meeting with the Recruitment and Enquiry CRM Manager.