Phase 1 of the Student Experience workstream will focus on recruitment and admissions. This project will deliver an integrated CRM (Constituent Relationship Management) solution.
The project will deliver a CRM (Constituent Relationship Management) experience to support recruitment, the application process, application management, application review and decision-making, communications and events throughout the admission funnel (prospect to admit).
A comprehensive system reduction and deduplication will reduce complexity and allow for the future technology landscape at WVU to transition from manual processes to an integrated suite of tools allowing students and staff to have a unified One WVU experience.
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Recruitment and Admissions
- Implement Salesforce’s Education Cloud in support of a streamlined, personalized recruitment and admissions experience
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Application Forms
- Develop a single unified student experience portal to enable prospective students to access key tasks and information related to the admissions process
- Develop data flows through a centralized hub, reducing the need to transition between systems to access data (example: Common Application)
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Marketing and Communications
- Automate communications to prompt prospective students from inquiry to enrollment
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Event Management
- Implement an event management system to enhance a seamless and personalized event experience
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Short Message Service (SMS)
- Develop a digital engagement strategy by integrating an SMS system for efficient and effective text messaging communication
The Student Experience workstream aims to simplify, modernize and expedite the individual experience from prospect to enrolled student, with personalized communications, seamless event registration, and better data and tracking for Enrollment Management and other University units that rely on accurate, timely data. It also contributes to a simplified student-centric application experience with one application for all campuses.
The new student experience is being built using three main platforms.
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Salesforce Education System is the foundation of the application and admission process, tracking a prospective student through their journey to enrolled student.
- MyWVU Portal is the website prospective students will navigate to when applying to WVU, checking their application status, and taking next steps in the enrollment process.
- Salesforce Marketing Cloud lets WVU create personalized communications and experiences while also tracking parent/family engagement, generating actionable data on communications campaigns, and more. Watch a video.
- Blackthorn Events, an event management tool within Salesforce, will be used to schedule a wide array of recruiting events and visitor appointments, including daily tours, open houses and special events. Watch a video.
The platform will be expanded to all undergraduate and graduate students across the WVU system this summer for the Fall 2026 admission cycle. The project team will be reaching out in the coming months to units that will need system access and training.
Have a question? Contact modernizationprogram@mail.wvu.edu.