About Maryville University

Maryville University, named one of the top 3 fastest-growing universities in the nation, is a private institution of 8,000 undergraduate and graduate students from 50 states and 60 countries. The university offers over 90 degree programs, with 25 online degrees available. Founded in 1872, Maryville University is an innovative leader in higher education promoting a revolution in student learning that expands access and opportunities for all.

Brian Heger, associate director of communications in the Office of Admissions, shared how building forms with FormAssembly helps Maryville continue to progress in the areas of accessible learning and student recruitment, while staying true to their long-term strategic goals.

Use Case: Student Information Requests

Like many higher education institutions, Maryville needed a way to organize and automate their CRM data. FormAssembly helped Maryville create a simpler process for recruitment staff and a more user-friendly experience for students.

“We all know how important it is to keep CRM data clean, and FormAssembly has helped us in this effort. We’ve automated and standardized much of the data input into our CRM (Salesforce) through forms, while making the experience easier for our users and prospective students,” Heger said.

One of the simplest ways that Maryville leverages web forms is through their request for information forms on their website. These Request for Information (RFI) forms are embedded throughout the various pages, and they’re designed to collect basic information from visitors who may be curious for more information. Heger said that this effort allows Maryville to reach students where they’re at.

“FormAssembly provides an outlet for us to help students who don’t want to talk on the phone,” Heger said.

General Request for Information Form

Master of Business Administration Contact Form

Use Case: Search and Recruitment

Additionally, Maryville leverages dynamic web forms as part of their search efforts. Recruitment staff have created forms with engaging memes, conditional logic, and interactive questions. The goal with this style of recruitment form strategy, Heger shared, is to provide the student with a bit of entertainment as they progress through routine steps.

Memes Populated by Conditional Questions on Form

When it comes to using automated forms, “One of the biggest benefits is the ability to standardize what data is entered,” Heger said.

This is especially true for information collected by recruiters as they travel throughout the country. When recruitment data is brought back to student workers for processing on campus, staff can ensure that information from leads is consistent and accurate.

Use Case: Status Check and Enrollment Agreements

Maryville also uses FormAssembly web forms to speed up their decision and enrollment processes. Intent forms confirm a student’s decision to enroll at Maryville in an upcoming term. Students can also complete housing applications and submit payments for the Enrollment Advance Tuition Payment required prior to attendance. Using the Prefill Connector, data is pre-populated from Salesforce to eliminate extra time and hassle for the student, as well as prevent duplicate records in the CRM.

Students can also check on the status of their enrollment steps, as they progress through each stage in the process. In particular, Maryville uses forms to streamline the enrollment process for international students, who often need to submit letters of recommendation, resumes, and supplemental documentation. Maryville’s form design allows for these students to easily upload and manage their enrollment materials.

International Student Application Status Form

Use Case: Faculty Uses and Internal Scholarships

Along with traditional recruitment and enrollment forms, Maryville leverages FormAssembly’s capabilities to creatively streamline some of their internal processes, like scholarship forms and surveys.

At the graduate school level, some faculty members help in the admissions decision process. FormAssembly provides a workaround for faculty who need student information, but don’t have administrative access to a Salesforce account. To address this issue, Maryville uses a two-step form with prefilled data, in which faculty can make admissions decisions directly within a student’s form based upon the populated information.

Decision Form for Graduate Business Students

Web forms also help the university alleviate frustration in the process of awarding scholarships. Most recently, Maryville used a two-step Presidential Scholarship form that current students and faculty/staff used to evaluate prospective student interviews. As a result of the new process, the university was able to deliver scholarship decisions to students more quickly and efficiently.

“Ultimately, this gives prospective students a quick turnaround time,” Heger said.

Solving Pain Points and Automating Data with Salesforce

The integration to Salesforce has saved Maryville staff time and effort in their everyday administrative processes. Previously, data was handled manually, and the resulting work was time-consuming and burdensome.

“I’ve come to really appreciate FormAssembly, as it solves a lot of headaches. I love the ability to use the connectors to both pre-fill information and to send the data back into Salesforce,” Heger said.

The switch to streamlined web forms has helped to simplify the process for incoming and current students. Heger used the hypothetical example of a student who wished to change their program from on-campus to online, or vice versa. Prior to establishing a web form system that connected to the school’s CRM, staff found it difficult to communicate the change and solve the student’s problem.

“If you’re a prospective student and the university can’t get you to the right person, it can turn you off to the university,” Heger noted.

Maryville relies heavily on the Prefill Connector to reduce irritation and to eliminate duplicate records. Staff members also keep data clean and organized through formulas, field mapping, and send-as values. These tools help sharpen the overall form experience, while providing streamlined integration with data in Salesforce.

Beginner Form-Builders Can Easily Excel

Heger arrived at Maryville less than two years ago, but he was able to quickly master and expand the use of FormAssembly on campus, particularly for the Office of Admissions. As a beginner, he developed new tools and leveraged the maximum potential of each form without extensive HTML or coding knowledge.

“When I came in, I didn’t have any prior experience with FormAssembly. I was surprised by it. The drag-and-drop feature to add and reorder questions is nice, and being able to change the format is pretty user friendly,” Heger shared.

Heger also described FormAssembly’s interface as an enjoyable one.

“A lot of people don’t think [interface] is a big deal, but it is. If it’s unappealing, it’s not conducive to a good work environment,” he said.

With basic integration to the school’s Salesforce records, FormAssembly has helped Maryville accomplish a great deal with a minimal amount of technical work or extensive IT support.

FormAssembly: Simplifying the Student Experience

Heger described Maryville’s staff as a group of higher education professionals committed to providing a seamless journey for students throughout their years at Maryville, so they can focus on their academic and personal success. Through collaboration and creativity, the staff at Maryville are dedicated to making administrative processes easier and more enjoyable for students, both in and outside of the classroom. Heger cited a quote from Dr. Mark Lombardi, the university’s president, to underscore the school’s dedication to a student-centric experience.

“For me, it comes back to [Dr. Lombardi’s] quote, ‘Everything inside of the classroom should be challenging, and everything outside of the classroom should be easy,” Heger shared.

Maryville staff hold on to the belief that simplified administrative processes keep students interested in attending, and FormAssembly is a means to improve and consolidate those everyday practices.

“The leadership is careful to evaluate processes and not implement those that present obstacles or hinder students from considering Maryville,” Heger shared.

On a campus dedicated to innovation, technical advancement, and student growth, web forms are changing the way that Maryville conducts business.

“One of the first questions in meetings is, ‘Can we use FormAssembly for that?’” Heger said, demonstrating how staff have come to appreciate the varied uses of an intuitive, well-designed web form system that creates pathways to education for future students.

A Tool for Future Enrollments

Although successful enrollment numbers are the result of several dynamic factors, Heger reported that Maryville’s student numbers are increasing across all areas of the institution. Enrollment in 2017-2018 rose 15 percent over the previous year and has doubled in the past decade. With a strategic vision to reach 10,000 students by 2022, the university hopes to continue removing any red tape that stands in the way of an excellent student experience.

“A lot of interactions we provide to students come down to forms,” Heger shared.

As the need for up-to-date student information continues with the school’s growth, powerful form features will help Maryville University reach their goal of opening educational pathways for all students.


Thanks to Maryville University for sharing their use case! If you enjoyed this higher education case study, make sure to find out how the University of Michigan uses FormAssembly to handle surveys, event management, and internal business processes.

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