Client: Lehigh University
TECHNOLOGY
- Marketing Cloud Account Engagement
- Salesforce Sales Cloud
QUOTES
“We are grateful for the team’s guidance, systemic approach, consideration of our needs, and project management.”
MANDI ALFORD | Graduate Recruitment Manager | Lehigh University
ABOUT CLIENT
Lehigh University is a private research institution recognized for its academic excellence, working to modernize graduate school recruitment and enrollment communications across its colleges.
NEED
Lehigh University needed to standardize digital communications across its graduate schools to improve student engagement. Without a unified automation strategy, individual departments handled request-for-information nurturing manually, which created lead management problems and risked over-saturating prospective students with uncoordinated outreach. The university also needed automated decision letters and better cross-departmental visibility into post-application processes.
APPROACH
CloudMasonry delivered a phased marketing automation strategy built on Marketing Cloud Account Engagement, with third-party Conga integration handling document generation. Rather than a single rollout, the work expanded college by college as each program came on board.
- Automated post-RFI nurture journeys replacing manual departmental follow-up.
- Personalized dynamic email templates for consistent communication at scale.
- Streamlined decision letter generation through Conga.
- Single-PDF application summaries consolidating what had been scattered documentation.
- CRM-driven application completion prompts to reduce drop-off.
- Training so the enrollment team can manage future engagement strategies independently.
OUTCOME
Lehigh now operates a digital communications framework that provides a consistent experience for prospective graduate students across colleges. Automated email journeys and RFI forms reduce manual workload and enable targeted nurturing, while decision letter generation and portal visibility run as standard process rather than departmental effort.
- Consistent communication across graduate schools rather than department by department.
- Manual RFI nurturing replaced with automated journeys.
- Decision letter generation and portal visibility streamlined.
- Following the College of Arts and Sciences nurture campaign, Lehigh reported a significant increase in application numbers.
- An enrollment team trained to run and adapt the framework without ongoing dependency.
