How Creation Technology Helped the University of Sheffield Transform It’s Student Engagement Processes
The University of Sheffield (UoS) embarked on a transformative journey to revolutionise its student engagement processes and address key challenges such as data silos, inefficient enquiry management, and limited personalisation in marketing. Partnering with Creation Technology, a Salesforce Implementation Partner, UoS implemented Salesforce Education Cloud, Marketing Cloud, and associated tools. This collaboration aimed to consolidate data, streamline workflows, and enable the University to deliver a superior experience for students and stakeholders.
BENEFITS
The project consisted of two major workstreams
Workstream 1: Discovery and roadmap development for Education Cloud.
Workstream 2: Implementation of enquiry management and marketing automation.
Our Solution
Supporting the University to Maximise Platform Use Creation Technology prioritised empowering the University of Sheffield to take full advantage of Salesforce’s capabilities. Key strategies included:
Collaborative Agile Delivery
By involving UoS stakeholders throughout the iterative development process, Creation ensured that staff gained familiarity with the platform’s features early on. This collaborative approach minimised resistance to change and promoted ownership of the solution.
Hands-On Training and Resources
Creation provided role-specific training tailored to the needs of marketing staff, data managers, and system administrators. Training materials, including videos and interactive guides, ensured ongoing support.
Best Practices and Standardisation
Creation established clear guidelines for data entry, reporting, and configuration, ensuring consistent use of the platform. This included setting up a data dictionary, master data workbook, and standardised workflows.
Marketing Cloud Enablement
Marketing teams were trained to use advanced features such as segmentation, personalisation, and A/B testing, enabling them to design high-impact campaigns. Creation’s “crawl-walk-run” methodology ensured a gradual learning curve, allowing teams to build expertise incrementally.
On the other hand, we denounce with righteous.
The Scope of the Solution Delivered
The solution provided by Creation Technology was designed to meet the immediate needs of the University while establishing a scalable platform for long-term benefits
​Salesforce Education Cloud Implementation
Centralised data management: Creation Technology replaced multiple disparate systems and local spreadsheets, with a unified platform. Salesforce became the single source of truth, centralising data across the entire student lifecycle.
Marketing Preference Centre
Allowed recipients to manage their communication preferences independently, enhancing compliance and engagement.
1.Integration and Reporting:
2.Gecko Engage integration: Automated data flow for events and enquiries, reducing manual interventions and enabling real-time updates.
Consent and compliance management
Tools were implemented to manage marketing and communication preferences while ensuring compliance with GDPR and other regulations.
Advanced
analytics
Connected Salesforce to the University’s data warehouse, enabling data-driven decision-making through dashboards and reports.
1.Customised Enquiry Management:
2.Automated workflows: Established workflows to manage multi-channel enquiries, ensuring prompt responses and consistent service.
Deduplication
Integrated deduplication tools eliminated duplicate records, enhancing data accuracy and reliability.
1.Salesforce Marketing Cloud Enablement:
2.Multi-channel marketing campaigns: Enabled targeted communications through email, SMS, and social media, leveraging advanced segmentation and personalisation tools.
Knowledge base integration
Provided staff with access to pre-configured articles for accurate and efficient enquiry handling.
1.Relationship visualisation: Actionable Relationship Centre (ARC) was set up to visualise connections between students, parents, and agents
Implementation Services
Creation Technology adopted a structured, agile approach to deliver the project, ensuring stakeholder alignment, iterative progress, and customisation to meet UoS's unique requirements.
Project Planning and Management
Created a detailed project plan with milestones, deliverables, and timelines. Conducted regular sprint planning sessions and stand-up meetings to monitor progress and incorporate feedback.
Technical Configuration and Development
Configured Salesforce objects, workflows, and custom fields to align with the University’s processes. Integrated third-party tools like Gecko Engage and configured Salesforce features such as Single Sign On (SSO) and Multi-Factor Authentication (MFA) for secure access.
Data Standardisation and Integrity
Developed a data dictionary and master data workbook to ensure consistent standards across the platform. Implemented deduplication rules to maintain a clean, accurate dataset
Marketing Automation Enablement
Enabled the marketing team to utilise Marketing Cloud tools such as Content Builder, Journey Builder, and analytics dashboards. Supported campaign creation and management, focusing on personalised outreach and ROI tracking.
User Training and Enablement
Delivered customised training sessions, supported by recorded videos and detailed guides. Established a dedicated training environment to allow hands-on learning for University staff. Encouraged the use of Salesforce Trailhead modules for continued skill development.
Achieving Outcomes and Benefits
The Salesforce implementation delivered by Creation Technology transformed the University of Sheffield’s operations, enabling them to achieve several key outcomes
Operational Efficiency
Automated workflows streamlined enquiry management, significantly reducing response times and manual data handling. Integration of Gecko Engage eliminated the need for repetitive data imports and exports, freeing up staff time for strategic initiatives.
Enhanced Engagement and Communication
A centralised platform provided a 360-degree view of each student, allowing personalised communications at every stage of the student lifecycle. Multi-channel marketing campaigns increased engagement rates, while the Marketing Preference Centre improved recipient satisfaction and trust.
Data-Driven Decision-Making
Salesforce dashboards and analytics tools enabled UoS to track the performance of recruitment campaigns, measure ROI, and optimise resource allocation. The ability to visualise outcomes in real time supported informed strategic decisions.
Strengthened Compliance and Trust
The implementation of consent management tools ensured compliance with GDPR and other regulations. Recipients appreciated the transparency and control offered by the Marketing Preference Centre, enhancing the University’s reputation.
Scalable Foundation for Growth
The flexible architecture of Salesforce allowed UoS to adapt and scale the solution as their needs evolved, including potential expansions into other areas of the student lifecycle, such as alumni engagement.
Conclusion
The University of Sheffield’s partnership with Creation Technology represents a successful digital transformation journey. Through the implementation of Salesforce Education Cloud and Marketing Cloud, UoS has eliminated inefficiencies, enhanced engagement, and laid the groundwork for a data-driven future. Creation Technology’s collaborative approach, comprehensive training, and technical expertise ensured that the University was not only equipped with a powerful solution but also empowered to maximise its use. The University is now well-positioned to achieve its strategic objectives, attract high-quality prospects, and deliver exceptional experiences for students, staff, and stakeholders. This project serves as a benchmark for innovation and excellence in higher education.