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Arizona State University builds Student-centric engagement journeys
It was a quiet Thursday morning on the ASU Tempe campus. Maya, a high school senior from Phoenix, sat at her kitchen table with college brochures scattered around her.
Her phone buzzed: “Maya, explore your personalized ASU journey.” Curious, she tapped the link and was welcomed to an immersive mobile experience—program suggestions, event invites, financial aid guidance, all tailored to her interests and goals.
With just a few taps, Maya registered for a virtual open house.
Within minutes, she received a reminder email, a WhatsApp message with directions, and a student ambassador intro. For Maya, this felt more like a conversation than a campaign.
This is exactly what Arizona State University (ASU) set out to achieve when it partnered with Stashem Salesforce Consulting—to build student-centered digital journeys that support recruitment, enrollment, and alumni connection in a single, intelligent ecosystem.
Student experiences as modern as the learners
ASU is one of the largest public universities in the U.S., with over 140,000 students and a mission to be a global leader in access, inclusion, and innovation.
But behind its rapid growth was a complex tangle of disconnected systems managing student data, communications, and touchpoints.
Application journeys were inconsistent. Outreach lacked personalization. Student services were reactive. ASU wanted to change the equation—not just improving the tech stack, but redesigning how students experienced every stage of their journey.
The university brought in Stashem Salesforce consulting to architect a transformation using Salesforce Education Cloud, Marketing Cloud, and Experience Cloud.
Reimagining the recruitment-to-alumni lifecycle
The first transformation was admissions. With help from Stashem Sprint Lab™, ASU mapped the complete prospective student journey—from inquiry to enrollment—and built dynamic, data-driven campaigns that adapted in real time.
Using Salesforce Marketing Cloud and Data Cloud, ASU launched journeys that changed based on academic interest, location, GPA, and behavior.
If a student opened an email about sustainability, they’d receive content about ASU’s renowned School of Sustainability. If they signed up for a virtual tour, they got a message from a current student with a similar background.
Each applicant’s journey felt unique—because it was.
ASU also launched an Experience Cloud portal for parents and counselors to track application status, ask questions, and access resources—lightening the load on call centers and boosting transparency.
Post-enrollment, Salesforce powered everything from academic onboarding to advising appointment reminders, financial aid alerts, and graduation tracking. With the alumni team, Stashem helped re-engage graduates through mobile-first campaigns that promoted mentorship, giving, and lifelong learning.
“This isn’t just a CRM project—it’s how we deliver on our promise of inclusive, student-first education at scale.”
2.6x higher CTR
Interest Based Campaigns
+41% increase
donations & mentorship sign-ups
Built to support scale, complexity, and inclusion
ASU’s new Salesforce architecture allows it to support multiple campuses, programs, and learner types—all on one connected platform.
Each department—from Barrett, The Honors College, to ASU Online—can launch tailored campaigns, share student insights, and manage journeys without duplicating effort. Accessibility features are embedded into every channel, ensuring equitable outreach across the university’s diverse population.
With MuleSoft, integrations now connect SIS, learning systems, and advising notes—feeding into each student’s 360 profile. That means fewer forms, smarter interactions, and better decision-making.
About ASU
Arizona State University, based in Tempe, Arizona, is a public research university serving over 140,000 students globally. Ranked as the most innovative university in the U.S. for eight consecutive years, ASU is known for its commitment to inclusion, sustainability, and digital transformation in higher education.
With a focus on clean energy and grid modernization, Duke is investing in renewables, storage, and digital innovation across the Southeast and Midwest.
About Stashem Consulting
Stashem Salesforce consulting, based in Charlotte, North Carolina, helps enterprise and mid-market companies drive transformation through data, automation, and personalization.
With deep experience in the higher-education sector, Stashem delivers human-centered, AI-enabled Salesforce solutions at scale.
