University of North Texas at Dallas Maximizes Student Engagement With TargetX

The University of North Texas at Dallas (UNT Dallas) made a pivotal decision to adopt Liaison TargetX CRM in an effort to modernize and streamline its admissions processes. Under new leadership, the university fully embraced the CRM, leveraging its capabilities to enhance student engagement and boost enrollment. Today, UNT Dallas is thriving, using TargetX to power data-driven communications and admissions strategies that have led to significant improvements in student recruitment and yield.

Disconnected Processes and Underutilization

Before implementing TargetX, UNT Dallas faced operational challenges that hindered its admissions process. At the time, the university lacked a centralized system for managing inquiries, applications, and events, leading to disjointed efforts across departments. Reliance on manual processes like paper applications, spreadsheets, and scattered communication methods caused inefficiencies and data inconsistencies.

When UNT Dallas integrated TargetX, there were still some obstacles that made it difficult to leverage the CRM’s full potential early on. Staffing limitations, and a reluctance on the part of some stakeholders to move away from traditional methods, delayed effective implementation. The university’s transition from a satellite campus to a standalone institution further complicated adoption, as departments were slow to shift their processes to align with the new system.

A Fresh Perspective and Strategic Focus

The turning point for UNT Dallas came with the appointment of a new vice president, who had extensive experience with TargetX and a commitment to maximizing its use. Recognizing the importance of streamlined, data-driven communication, the university adopted a collaborative approach that engaged all admissions teams and departments.

Supported by leadership’s clear strategic vision for the future, the university brought a dedicated CRM administrator on board, clarified roles and responsibilities, and trained staff on how to begin making the most of TargetX features.

The next breakthrough came with the launch of the university’s Trailblazer Express direct admissions program, which involved using TargetX to engage high school partners and increase student yield. This initiative, along with a structured email communication plan, transformed the way the university engaged with prospective students. To ensure ongoing success, UNT Dallas worked closely with Liaison’s TargetX Premier Services team, which offers multiple options to assist in administering and maintaining the CRM. This collaboration provided valuable insights into how best to use the CRM’s reporting and campaign tools. The university also collaborated with its marketing team to create visually engaging, segmented email campaigns targeting students at different stages of the admissions funnel.

Results: Quantifiable Success Toward Achieving Long-Term Goals

The impact of fully leveraging TargetX was immediate and measurable. UNT Dallas saw a remarkable increase in email engagement, with open rates jumping from 8.6% to 64.9%. The structured communication plan allowed the university to personalize outreach, ensuring prospective students received timely and relevant information. This data-driven approach not only improved communication but also helped UNT track student progression through the admissions funnel more effectively, leading to higher conversion rates.

The Trailblazer Express direct admissions program was a resounding success for UNT Dallas, resulting in its largest freshman class and a 71% persistence rate, which outperformed other institutions in the state. By expanding partnerships with high schools, UNT Dallas was able to attract more students and increase yield. The university is now looking to replicate these outcomes by expanding the use of TargetX for improving transfer student recruitment and launching new international student initiatives.

Staff engagement also played a crucial role in these outcomes. As Franco noted, “The biggest piece was ensuring that admissions counselors, recruiters, and support staff could see how this would help them do their jobs better and be able to focus more on serving students personally. By freeing up time from routine tasks, staff were able to concentrate on work that only they could do, making their efforts more efficient and impactful.”

Looking ahead, plans include integrating TargetX with financial aid and scholarship systems to further streamline the student experience. The university is also exploring Liaison’s AI-driven yield enhancement strategies and plans to expand its community college transfer partnerships. With Liaison’s ongoing support, UNT Dallas continues to invest in staff training to ensure long-term success with TargetX and other Liaison solutions.

Collaboration for Success

The UNT Dallas journey with TargetX is a testament to the power of leadership, collaboration, and strategic use of technology. By fully committing to the CRM’s capabilities, the university has transformed its admissions processes, improved student engagement, and set the stage for continued growth. As they look to the future, UNT Dallas leaders believe their partnership with Liaison and the continued use of TargetX will be key to achieving ongoing enrollment and student success goals.

Established in 2010, the University of North Texas at Dallas is the only public, accredited four-year university in the city. Known for its commitment to social mobility, UNT Dallas provides quality education to prepare its students for success post-graduation. The campus near downtown Dallas is always growing to accommodate its growing, diverse student body.

UNT Dallas is also renowned for:

• Affordable tuition and value-based academic programs.
• Opportunities for experimental learning and community impact.
• Strong partnerships with local businesses and nonprofits.
• Modern facilities, including residence halls and a new student center.