By: Margo Martinez & Luke Skurman
Even before the COVID-19 pandemic rattled the nation, higher education institutions across the country have been seeing a concerning trend with recruiting and admissions. Trying to predict uncertain factors like student yield, impact to international students, the unstable economy, health concerns, and summer melt—the industry term for committed students who decide over the summer not to report to their campus in the fall—makes the upcoming school year incredibly hard to plan for. Yet, some Salesforce customer institutions are rising to the challenge and seeing positive results. Johnson & Wales University, George Mason University, and the University of Virginia are finding innovative ways to create connections by engaging digitally with prospective students, be more transparent than ever, and take a deep dive into data that’s providing valuable long-term insight.
Partners in the Salesforce ecosystem are digging into data, too, to support institutions as
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