Higher Ed

The Master’s University Levels Up with Powerful FormAssembly + Salesforce Integration

Jay StreetStudent Data Management Specialist

Case Study Snapshot

When The Master’s University (TMU) first embarked on a journey with TargetX in 2017, team members were merely scratching the surface of a digital process transformation. Along with implementing Salesforce for admissions purposes, TMU onboarded with FormAssembly to revolutionize application management and student data processes.

Now, as the school experiences major growth in both on-campus and online environments, FormAssembly creates a path for scalability and enhanced user experiences all around.


The Master’s University (TMU) is a private Christian university based in Santa Clarita, California. Founded in 1927, the school has a rich and longstanding history of training students while adhering to core values. With a growing online population and a wide range of top-performing academic programs, TMU has been recognized as one of the safest and most inspirational higher education institutions in the United States.

The Numbers
Active FormAssembly forms
Forms built for international student groups
On-campus students enrolled

The need

Integrating student data to Salesforce results in major time and cost savings

Leveraging FormAssembly’s Salesforce Connector

Initially, TMU’s primary objective was to find a CRM platform that would produce positive changes in both the registrar and admissions departments. Once these teams were set up on Salesforce, staff members began to experience intuitive data management for the first time. This came as a direct result of linking incoming form data to their Salesforce instance, powered by the FormAssembly Salesforce Connector.

According to Jay Street, Student Data Management Specialist at TMU, frustrations that were once commonplace across campus—like manual data entry and tedious paper form processes—started to disappear with FormAssembly.

Now, the differences between departments that are up and running with FormAssembly versus those without the platform are clear. As a result, a growing number of internal teams have requested FormAssembly implementation to reduce administrative bottlenecks and data gaps.

“FormAssembly offers a dynamic and powerful connection to Salesforce. The integration between the two systems is second to none. The real-time sync works incredibly well, and it’s a great experience overall."

The solution

Features that improve experiences and deliver “white glove” admissions processes

Revamp student communication, manual data entry, and so much more

TMU’s use of FormAssembly has snowballed recently, and team members like Jay can now take advantage of over 150 dynamic forms in areas like admissions, campus events, faculty course requests, and the university registrar.

“FormAssembly is saving us time and money across the board, because the minutes and hours are adding up. You don’t have to manually email someone and confirm receipt of new data or draft the same input every time,” Street reported.

FormAssembly allows Jay and his admissions colleagues to communicate back and forth with ease, using features like dynamic merge fields and prefill through the URL.

These abilities also make it easier than ever to deliver “student-first” experiences that eliminate friction and get data where it needs to go. The days of chasing forms and relying on complicated approval processes for students and staff are history. Team members at TMU also benefit from things like:

  • FormAssembly’s “no code required” approach, with customizable HTML in the Form Builder (as needed for extra customization)
  • The helpful and professional FormAssembly support team
  • A massive resource center of relevant and timely blogs posts, webinars, and technical help documents for learning and ongoing training

Use Cases

TMU Admitted Student Day

One of the most significant use cases to date has been using FormAssembly for Admitted Student Day, which is a weekend event that welcomes nearly 400 new students and parents to campus. FormAssembly replaced a formerly labor-intensive and stressful process of manual student check-ins across different stations. These stations were manned by staff from different departments and was where students submitted remaining registration paperwork.

Now, TMU sets up a series of iPads and uses personalized codes from check-in officers to populate forms. This takes place in a locked down browser on the iPad to ensure security. New data automatically flows directly to Salesforce and is available right after the first refresh by a team member.

From beginning to end, students have a more enjoyable experience without any extra pressure or stress. Staff have more time to celebrate new students and can address families in a way that’s encouraging and positive, rather than overbearing.

While TMU’s primary use cases involve the Admissions department (centered around inquiry and academic selection forms), there are other noteworthy projects. Financial Aid also uses FormAssembly to collect data on scholarship requests and student financial payments, eliminating confusion and speeding up time to enrollment.

International Student Admissions Process

Recently, TMU has also built 20+ international student forms to help support the International Student Office. Because FormAssembly is flexible enough to pass data from one place to another through a link, data flows easily between parties. Forms can quickly flow from students to advisors to anyone else (like supervisors) who may need to sign off or approve specific requests.

This use case has also been applied to athletic forms and in contexts where student-facing forms require approval from supervisors and advisors.

What's Next?

TMU is quickly approaching 100 years in serving students, and FormAssembly now plays a critical role in ensuring that the school’s CRM and data processes are up to speed. While TMU students and staff currently use a wide variety of forms regularly, there’s work to be done in bringing more departments and use cases online.

In the upcoming months, Jay looks forward to creating more systematic processes that modernize the school’s workflows. This includes working with university developers to launch authenticated users and single sign-on (SSO) for all campus users and leveraging FormAssembly Workflow for new registrar projects.

Don’t just collect data — leverage it.