{"id":77370,"date":"2024-05-14T06:00:00","date_gmt":"2024-05-14T13:00:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=77370"},"modified":"2025-03-27T16:37:07","modified_gmt":"2025-03-27T23:37:07","slug":"texas-tech-customer-news","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/news\/stories\/texas-tech-customer-news\/","title":{"rendered":"How Salesforce Helped Texas Tech Increase Student Enrollment and Boost Graduation Rates"},"content":{"rendered":"\n<p><em>Editor\u2019s note: Einstein 1 Platform is now the Salesforce Platform. For the latest, go <\/em><a href=\"https:\/\/www.salesforce.com\/platform\/\"><em>here<\/em><\/a><em>.<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><a href=\"https:\/\/www.ttu.edu\/\" target=\"_blank\" rel=\"noreferrer noopener\">Texas Tech University<\/a> had a challenge: how could the institution grow from 30,000 to 40,000 students while maintaining a personal connection to each and every student? Using <a href=\"https:\/\/www.salesforce.com\/solutions\/mobile\/app-suite\/analytics\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">CRM Analytics<\/a>, <a href=\"https:\/\/www.salesforce.com\/form\/sem\/marketing-cloud-demo-overview\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing Cloud<\/a>, <a href=\"https:\/\/www.salesforce.com\/products\/experience-cloud\/overview\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Experience Cloud<\/a>, and <a href=\"https:\/\/www.salesforce.com\/education\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce for Education<\/a>, built on the <a href=\"https:\/\/www.salesforce.com\/products\/platform\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Einstein 1 Platform<\/a>, Texas Tech has reached its enrollment goals while using data and trusted AI to maintain, and even improve, student relationships.&nbsp;<\/p>\n\n\n\n<p>Here, Texas Tech\u2019s Vice Provost for Academic Innovation and Student Success Mitzi Lauderdale explains how Salesforce helped <a href=\"https:\/\/today.ttu.edu\/posts\/2023\/09\/Stories\/Record-Enrollment-Investment-in-People-Highlighted-at-State-of-the-University\" target=\"_blank\" rel=\"noreferrer noopener\">increase student enrollment<\/a> 12% from 2016 to 2023, and then double down on data-driven engagement strategies to go even further, boosting <a href=\"https:\/\/techdata.irs.ttu.edu\/FactBook\/Graduation\/GRADCOLL.aspx\" target=\"_blank\" rel=\"noreferrer noopener\">four-year graduation rates<\/a> to 49% over five years.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-students-expect-personalization-in-every-aspect-of-their-lives-including-academia\"><strong>Students expect personalization in every aspect of their lives \u2014 including academia<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cStudents today want a personalized university experience, and expect their institution to know them and their individual interests, needs, and desired education path,\u201d Lauderdale explained.\n<ul class=\"wp-block-list\">\n<li>\u201cThis isn\u2019t surprising when you think about students\u2019 day-to-day lives and how they interact with other organizations. Retailers, for example, know who their customers are and what they&#8217;re interested in, what they want to purchase, and what services they want to receive. They then tailor their experience to that individual.\u201d<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>\u201cTexas Tech is taking that same approach to our university experience \u2014 which is not something every school is doing,\u201d Lauderdale said.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-texas-tech-unifies-its-data-with-salesforce-to-create-a-single-source-of-truth\"><strong>Texas Tech unifies its data with Salesforce to create a single source of truth<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cBefore Salesforce, a lot of the data we had was in the brains of the people that had the relationships with the students,\u201d Lauderdale admitted.\n<ul class=\"wp-block-list\">\n<li>\u201cOne of the reasons we came to Salesforce was to create a single source of truth for each student that would allow us all to see a full picture of what a student is experiencing, what their needs are, and how to best meet those needs.\u201d<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>One of the reasons we came to Salesforce was to create a single source of truth for each student that would allow us all to see a full picture of what a student is experiencing, what their needs are, and how to best meet those needs.<\/p>\n<cite>Mitzi Lauderdale, Vice Provost for Academic Innovation and Student Success at Texas Tech<\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-strong-data-foundation-fuels-ai-driven-insights-to-individualize-student-support\"><strong>A strong data foundation fuels AI-driven insights to individualize student support<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Raider Success Hub is a Texas Tech student portal that runs on Salesforce for Education, is hosted on <a href=\"https:\/\/www.salesforce.com\/products\/experience-cloud\/overview\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Experience Cloud<\/a>, and was implemented by <a href=\"https:\/\/www.salesforce.com\/services\/professional-services\/overview\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce Professional Services<\/a>.&nbsp;<\/li>\n\n\n\n<li>The hub helps drive better student outcomes and improve retention by bringing together a support team across all parts of the institution \u2013 academic advisors, librarians, the writing center, financial aid advisors, and more.&nbsp;<\/li>\n\n\n\n<li>\u201cWith Raider Success Hub,\u201d Lauderdale said, \u201cstudents have access to the resources they need while allowing us, as faculty and administrators, to work as a unified team. We pull in specific student information to see where they are struggling. From there, a student success specialist reaches out to offer help.\u201d<\/li>\n\n\n\n<li>Texas Tech also leverages <a href=\"https:\/\/www.salesforce.com\/solutions\/mobile\/app-suite\/analytics\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">CRM Analytics<\/a> \u2013 a Salesforce tool to help businesses consolidate data from various sources and offer intelligent, AI-driven insights \u2013 to tap into data to individualize student support, to increase retention and graduation rates.&nbsp;<\/li>\n\n\n\n<li>Lauderdale emphasizes the institution\u2019s commitment to integrating AI into its larger technology vision: \u201cWe see AI as an opportunity to augment the work that people are already doing by adding a new layer of organization and analysis. In particular, when blending AI with the human connection, we will be able to move forward more quickly than we\u2019ve ever been able to.\u201d<\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/form\/sem\/marketing-cloud-demo-overview\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing Cloud<\/a> \u2014 which leverages AI and data to elevate communication \u2014 has helped Texas Tech get a better understanding of its audiences and generate segmented, personalized emails tailored to individual interests and preferences. During a re-enrollment campaign, Texas Tech increased its unique email click through rate by 58% with Marketing Cloud.<\/li>\n<\/ul>\n\n\n\n<aside class=\"contextual-driver has-text-align-left contextual-driver--einstein\">\n\t<header class=\"tidbit-header\">\n\t\t<h2 class=\"tidbit-head\">\n\t\t\tDeliver connected education journeys for life on the #1 AI CRM.\t\t<\/h2>\n\t<\/header>\n\t<div class=\"tidbit-body\">\n\t\t<p>Salesforce for Education<\/p>\t<\/div>\n\t\t\t<p class=\"tidbit-link label\">\n\t\t\t<a class=\"label has-right-arrow has-right-arrow--small\" href=\"https:\/\/www.salesforce.com\/education\/\" target=\"_blank\">\n\t\t\t\t<span>LEARN MORE<\/span>\n\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 14 10\">\n\t<path d=\"M13.92 5.38a1 1 0 000-.76.9.9 0 00-.17-.26.25.25 0 000-.07l-4-4a1 1 0 00-1.46 1.42L10.59 4H1.07a1 1 0 000 2h9.52l-2.3 2.29a1 1 0 000 1.42 1 1 0 001.42 0l4-4a.25.25 0 000-.07.9.9 0 00.21-.26z\" \/>\n<\/svg>\n\t\t\t<\/a>\n\t\t<\/p>\n\t\t\t\t<img class=\"tidbit img-einstein\"\n\t\tsrcset=\"\n\t\t\thttps:\/\/www.salesforce.com\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@0.5x.png 84w,\n\t\t\thttps:\/\/www.salesforce.com\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@1x.png 168w,\n\t\t\thttps:\/\/www.salesforce.com\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@2x.png 336w\n\t\t\"\n\t\tsrc=\"https:\/\/www.salesforce.com\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@1x.png\"\n\t\talt=\"Illustration of einstein\"\n\t\tsizes=\"(min-width:1024px) 175px, 130px\"\n\t>\n\t<\/aside>\n\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-custom-journeys-help-texas-tech-drive-better-student-engagement\"><strong>Custom journeys help Texas Tech drive better student engagement<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cA major challenge in any higher ed institution is students leaving before they obtain their degrees. This is the last thing that we want. We want all our students to progress toward a degree,\u201d Lauderdale said.<\/li>\n\n\n\n<li>Texas Tech blends Marketing Cloud with CRM Analytics to address this challenge.<\/li>\n\n\n\n<li>Lauderdale explained, \u201cWe use customized journeys in Marketing Cloud to engage students before they miss the enrollment window. If we know, for example, that a student is planning on re-enrolling but has indicated that they have current barriers, we\u2019re now able to connect them with appropriate resources to remove those barriers.\u201d<\/li>\n\n\n\n<li>\u201cWe can also send a different type of communication to that student as a nudge or a reminder, indicating, \u2018Remember you said that you&#8217;re planning to re-enroll? Here&#8217;s what you need to accomplish \u2014 your next steps,\u2019\u201d she said.<\/li>\n<\/ul>\n\n\n\n<aside class=\"more-from-block more-from-block--2 alignfull wp-block-newsroom-moreontopic\">\n\t<div class=\"more-from-block__content\">\n\t\t\t\t\t<h4 class=\"more-from-block__title\">Related<\/h4>\n\t\t\n\t\t<div class=\"more-from-block__cards more-from-block__cards--2\"\n\t\t\t\t>\n\t\t\t\n\n<article\t\t\titemscope=\"\"\n\t\titemtype=\"https:\/\/schema.org\/Article\"\n\t\tdata-card-id=\"91414\"\n\t\tclass=\"content-card content-card--large-inline is-entire-area-clickable content-card--is-boxed\"\n\t\t\tdata-clickable-area-link=\"https:\/\/www.salesforce.com\/news\/press-releases\/2025\/12\/10\/devry-agentforce-data360-learner-support\/\"\n\t>\n\t\t\t<div class=\"content-card__image-container\" itemprop=\"image\" itemscope itemtype=\"https:\/\/schema.org\/ImageObject\">\n\t\t\t<img width=\"1024\" height=\"576\" 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https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2025\/12\/DeVry-University-Transforms-Adult-Learner-Support-with-Salesforce-Agentforce-360.png?w=314&amp;h=177 314w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2025\/12\/DeVry-University-Transforms-Adult-Learner-Support-with-Salesforce-Agentforce-360.png?w=343&amp;h=193 343w\" \/>\t\t\t\t\t<\/div>\n\t\n\t<div class=\"content-card__content-container content-card__content-container--style-\">\n\t\t\n\t\t\n\t\t\t\t\t<h3 itemprop=\"headline\" class=\"content-card__title\">\n\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"https:\/\/www.salesforce.com\/news\/press-releases\/2025\/12\/10\/devry-agentforce-data360-learner-support\/\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t\t\t\t\t\t\t\t\tclass=\"content-card__title-link\"\n\t\t\t\t\t>\n\t\t\t\t\t\t\t\tDeVry University Transforms Adult Learner Support with Agentforce 360\t\t\t\t<\/a>\t\t\t<\/h3>\n\t\t\n\t\t\t\t\n\t\t\n\t\t\t\t\t<div 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class=\"content-card__title\">\n\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"https:\/\/www.salesforce.com\/news\/stories\/agents-for-impact-education-cohort-2025\/\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t\t\t\t\t\t\t\t\tclass=\"content-card__title-link\"\n\t\t\t\t\t>\n\t\t\t\t\t\t\t\tSalesforce Advances Innovation in Education with Agentic AI\t\t\t\t<\/a>\t\t\t<\/h3>\n\t\t\n\t\t\t\t\n\t\t\n\t\t\t\t\t<div itemprop=\"readTime\" class=\"content-card__read-time\">\n\t\t\t\t5 min read\t\t\t<\/div>\n\t\t\n\t\t\t<\/div>\n\n<\/article>\n\n\t\t<\/div>\n\t\t<noscript>\n<div class=\"pagination-fallback\">\n\n\t\t<a href=\"https:\/\/www.salesforce.com\/news\/wp-json\/wp\/v2\/posts\/77370\/page\/2\/?bc=OTH#section-title\">\n\t\t\tOlder Posts\t\t<\/a>\n\t\t<\/div>\n<\/noscript>\n\t<\/div>\n<\/aside>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-more-information\"><strong>More information:<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Learn more about <a href=\"https:\/\/www.ttu.edu\/\" target=\"_blank\" rel=\"noreferrer noopener\">Texas Tech University<\/a><\/li>\n\n\n\n<li>See the latest AI innovations for Salesforce Education Cloud <a href=\"https:\/\/www.salesforce.com\/news\/stories\/education-cloud-news-2024\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a><\/li>\n\n\n\n<li>Learn about the future of business with CRM + AI + Data + Trust <a href=\"https:\/\/www.salesforce.com\/news\/ai-data-crm-media-resource\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/news\/topics\/customer-success\/\" target=\"_blank\" rel=\"noreferrer noopener\">Go here<\/a> for more Salesforce customer stories<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Editor\u2019s note: Einstein 1 Platform is now the Salesforce Platform. For the latest, go here. Texas Tech University had a challenge: how could the institution grow from 30,000 to 40,000 students while maintaining a personal connection to each and every student? Using CRM Analytics, Marketing Cloud, Experience Cloud, and Salesforce for Education, built on the [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":77374,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sf_subhead":"","sf_i18n_disclaimer":false,"_jetpack_memberships_contains_paid_content":false,"alternateThumbnailId":0,"sf_product_cta_id":0,"footnotes":""},"categories":[1],"tags":[],"sf_content_type":[1735],"sf_theme":[1912],"sf_topic":[1737,1744,2798,1726],"sf_product":[1759,2363],"sf_industry":[],"sf_role":[],"sf_multimedia_asset":[],"sf_location":[1798],"sf_collection":[13879],"sf_visibility":[],"coauthors":[],"class_list":["post-77370","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","sf_content_type-news-highlights","sf_theme-digital-transformation","sf_topic-artificial-intelligence","sf_topic-customer-success","sf_topic-data","sf_topic-digital-transformation","sf_product-agentforce-marketing","sf_product-customer-360","sf_location-global","sf_collection-connections-2024"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Salesforce Helped Texas Tech Increase Student Enrollment and Boost Graduation Rates - Salesforce<\/title>\n<meta name=\"description\" content=\"Editor\u2019s note: Einstein 1 Platform is now the Salesforce Platform. For the latest, go here. Texas Tech University had a challenge: how could the\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/news\/stories\/texas-tech-customer-news\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Salesforce Helped Texas Tech Increase Student Enrollment and Boost Graduation Rates\" \/>\n<meta property=\"og:description\" content=\"Editor\u2019s note: Einstein 1 Platform is now the Salesforce Platform. For the latest, go here. 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