How TargetX Premier Services Helped Eastern University Grow Enrollment by 150% in Five Years

Eastern University, a Christian school located in St. Davids, PA, has approximately 7,700 students enrolled in its undergraduate, graduate, professional, and seminary programs. Because its previous CRM system was outdated and fraught with technical issues, Eastern’s leaders approached Liaison about replacing the inadequate CRM with a better solution. They opted for TargetX because its superior capabilities, including communication and status update functions, had the potential to reduce the number of prospective students Eastern had been losing.

"Buggy" and Struggling

The legacy system, described as “buggy” and unreliable, had led to communication breakdowns, data management challenges, and inefficiencies that hampered operations. While TargetX has the capacity to address Eastern’s top priorities, the University initially struggled to fully leverage the new platform due to a transition from its previous processes and a lack of technical expertise. For example, TargetX is built on the Salesforce platform, which requires users to possess specific skill sets in order to take full advantage of the application.

To further complicate matters, the administrator who had originally spearheaded the TargetX implementation left the University. This created a knowledge gap, as the remaining team members were new to the system and had limited experience using it.

Collaboration and Transformation

Recognizing the need to address those issues, Eastern turned to TargetX Premier Services for additional support. This collaboration proved transformative, with the Premier Services team providing the guidance and insights necessary for lasting success. Liaison helped Eastern not only maintain its system but also optimize it to realize its full potential. Thanks to ongoing consultations and best practices shared by the Premier Services team, Eastern University was able to overcome its initial struggles and move towards a more efficient, automated, and scalable use of TargetX. The Premier Services team played a pivotal role in elevating Eastern’s use of TargetX from a level of basic functionality to one of expertise.

How Premier Services Made It Happen

One of the first steps the Premier Services team took was to assess the University’s unique needs and challenges. Team members then provided tailored consultations, guiding Eastern’s team through the intricacies of TargetX, from system configuration to best practices in data management and communication workflows. This patient, step-by-step guidance was crucial in helping Eastern’s TargetX users gain valuable new knowledge, skills, and confidence.

The Premier Services team also helped Eastern reimagine its business processes, moving away from outdated methods inherited from its previous CRM. This included restructuring how data was managed, optimizing communication plans, and implementing automation where possible. The introduction of new practices, such as grouping students by program or name rather than by outdated ZIP code-based methods, significantly improved data accuracy and system efficiency.

Growing Numbers and Success

The implementation of TargetX, coupled with the support from Premier Services, yielded significant positive outcomes for Eastern University. One of the most notable achievements was the substantial improvement in enrollment: 150% overall growth during a period of five years, a remarkable feat in a highly competitive market.

On top of that, the school secured over 100 more deposits from traditional students compared with the previous year.

This success is the result of the Eastern University team’s hard work and dedication, enhanced by TargetX’s robust features and the continuous optimization support and guidance provided by Premier Services. Premier Services helped Eastern streamline its communication workflows, resulting in more efficient operations and better engagement with prospective students. The University also restructured data management practices, leading to cleaner, more accurate data that supports decision making and reporting.

A Rewarding Collaboration

The Premier Services team’s consultative input and ongoing support enabled Eastern’s end users to begin making improvements to the system on their own, handling complex requirements and unforeseen issues effectively. Liaison’s deep understanding of both technology and the higher ed sector ensured that Eastern not only met its operational goals but also positioned itself for future growth.

As a result of these efforts, Eastern University was able to improve its enrollment processes, enhance communication with students, and better manage data. The collaboration with TargetX Premier Services transformed Eastern’s new CRM into a powerful tool that significantly contributed to the institution’s success.

“I cannot give enough kudos to our Premier Services team,” said Associate Director for Salesforce Administration & Enrollment Communications Caitlyn Marshall. “They were fundamental to not only configuring our system but also guiding us on best practices and helping us better understand the industry. In a year in which FAFSA delays had really devastated the higher ed market, we’re coming out very strong.”

The improvements in system efficiency allowed counselors to focus on higher-value tasks, further enhancing the overall student experience. This partnership with Premier Services was crucial in transforming TargetX into a powerful tool that drove both operational excellence and significant growth for Eastern University

Eastern University is a nationally recognized Christian university enrolling approximately 7,700 students in a wide array of undergraduate, graduate, professional, and seminary programs. The University’s main campus is located in St. Davids, PA, with many programs also offered online. Eastern’s core values of Faith, Reason, and Justice are woven into all of its educational offerings. Through dynamic programs, a vibrant campus community, and meaningful service-learning opportunities, Eastern University is committed to providing students with transformative, accessible, and affordable education.