Case Study: TargetX

TargetX is the leading provider of interactive marketing technology and services in higher education, helping more than 400 colleges and universities recruit today’s web-savvy students. TargetX offers a groundbreaking Enterprise CRM solution for higher education on the Salesforce platform.
Here’s a little background on TargetX, and how FormAssembly works as part of their Enterprise CRM.

Data moved to the cloud

In 2006, TargetX introduced their Enterprise CRM to help colleges and universities solve the problem of data migration and inefficient workflow. Rather than using various platforms and different vendors, colleges and universities can go to the CRM for everything. The CRM’s tools — such as events and documents — are built in.

You’re always moving data from one place to the other.

“You’re always moving data from one place to the other,” CEO Brian Niles said. “Let’s say you have an email campaign, and you send an email to promote an event. The emails are broadcast out of one system, while event RSVPs go into an entirely different system. So then you have to deal with data migration.”

With the Enterprise CRM, however, higher ed employees don’t have to worry about scattered data. Instead of spending an entire day sending emails after an event, a manager can automate the follow-up process through the CRM, so she can spend her time more efficiently and effectively.

From Formation to FormAssembly

At first, TargetX built a form tool called Formation. “It was limited and ugly, but it served its purpose,” Brian said.

… as many forms as they need, right in the CRM.

It was a black box solution, which meant that TargetX built forms for their clients — and clients would continually have to ask TargetX to build new forms for them.

Then TargetX discovered FormAssembly.

They realized they could install FormAssembly’s form building and form processing engine into the Salesforce environment. TargetX decided to team up with FormAssembly so it would be easy for clients to manage their own inquiry forms, online applications, and event registrations. And clients could create as many forms as they need, right in the CRM.

A seamless workflow

FormAssembly and Salesforce keep the information together, so we can tailor the process to each student’s needs.

One university, who prefers to remain anonymous for competitive reasons, has built a seamless application workflow with FormAssembly and Salesforce in the CRM. Once a student submits an application, the university can tell him the next steps and keep him updated on the process. For example, when he logs in, he can check what supplemental materials he needs to send to the university, such as transcripts.

If forms are on that list of requirements, the student can click on them and fill out the forms online. And tasks created on the student’s record in Salesforce will be linked to the forms, so that the data goes into the right place, every step of the way.

“There are hundreds of programs within the university, each with a different set of requirements. FormAssembly and Salesforce keep the information together, so we can tailor the process to each student’s needs,” said the IT Director.

For instance, one form asks students what they hope to get out of the university experience. Later, counselors can refer to a student’s response and help her determine her goals and what courses she could take.

The university also uses forms at college fairs. University representatives bring iPads, so prospective students can sign up for more information through an inquiry form. Their names and email addresses are automatically passed on to the CRM, without any manual re-entry required.

A partnership

Brian said, “We’ve really enjoyed working with FormAssembly as a partner. The team was fantastic to add functionality when we needed it. It’s key to go after a moving target, to be growing, to be constantly innovating. And Cedric and the FormAssembly team are that.”

We’re immensely proud to work with Brian and TargetX. Our sincere thanks to them for taking the time to share their story!

Don’t just collect data

— leverage it.