Success Story
Industry
Higher Ed
Scaling Student Enrollment:
How UW–Madison Cut Event Setup Time by 30%
30–40%
time saved on event registration setup
90% less
manual data entry for webinar requests
Zero
manual imports for event sign-in sheets
Overview
The University of Wisconsin–Madison’s (UW–Madison) Pre-Enrollment team is a vital bridge for students seeking professional skills, certificates, and online undergraduate programs. Their small team takes on a high volume of services — from a student’s initial inquiry through enrollment and continuing education needs — with FormAssembly acting as the conduit to Salesforce.
Challenge
Before FormAssembly, the UW–Madison team relied on a Qualtrics setup that lacked a Salesforce connector. This created a massive administrative burden: staff had to manually monitor inboxes, copy data from emails, and paste it into Salesforce to create campaign records and RSVP forms.
With hundreds of webinars and info sessions running annually, the risk of manual error was high, and the “inbox clutter” was overwhelming.
“Moving our event requests to FormAssembly has decreased my setup time by 30% for each event.
More importantly, we are making fewer mistakes, and I have way less emails in my inbox. That’s been a game changer.”
Solution
UW–Madison implemented FormAssembly to automate the flow of student inquiries or RSVPs for recruitment events directly into their CRM. By utilizing the Salesforce Prefill and Submit Connectors, they were able to:
- Create unique, pre-filled URLs for enrollment coaches to send to prospective students to use on application materials or unofficial credit evaluations
- Map data to custom objects to track specific revenue-generating opportunities
- Automate internal notifications to the Marketing team without requiring them to log into Salesforce
The Results: Efficiency at Scale
The transition to FormAssembly has allowed the team to move away from “high-touch” data entry and toward high-value recruitment. With their recent upgrade to a FormAssembly Enterprise license that serves the whole campus instead of a single department, the team is now implementing FormAssembly Workflows to further automate multi-step processes like credit evaluations and statement of purpose reviews.
Day to day, UW–Madison is using FormAssembly to:
• Automate Event Management: By moving the event request form from Qualtrics to FormAssembly, the team now automatically creates Campaign records in Salesforce. This has reduced setup time for each event by 30% and virtually eliminated the “email clutter” that previously plagued the department.
• Eliminate Manual Imports: The days of manually importing sign-in sheets after in-person events are over. Data captured on iPads or digital forms now flows directly into the CRM, ensuring prospective student records are updated in real-time.
• Enhance Visibility for Marketing: Using FormAssembly’s back-end notifications and merge fields, the team can automatically route specific event campaign data to the marketing department. This allows the marketing team to stay informed without ever needing to log into Salesforce.
• Future-Proof using Workflows: Having recently upgraded to an Enterprise license, UW-Madison is now implementing FormAssembly Workflows. This will allow them to visualize and automate multi-step processes such as unofficial credit evaluations and statement of purpose reviews, further reducing repetitive tasks.
“I am a system administrator, not a developer. The ease with which an admin can set up the connectors was really helpful… we can handle and map data to the right places and people internally without making major customizations.”
— Megan O’Rourke, CRM Administrator, UW—Madison
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