Case Study: Arizona State University achieves personalized student engagement and streamlined services with Salesforce Marketing Cloud

ASU drives innovation across campus with Salesforce

Arizona State University (ASU), a nationally recognized "New American University" and leader in innovation, was struggling to manage constituent data across four campuses, a large online program, and a growing global presence. Information lived in spreadsheets and multiple databases, making it hard to see each person’s lifecycle from recruitment through graduation; ASU needed an enterprise CRM to deliver consistent, personalized experiences at scale.

ASU implemented Salesforce Service Cloud and Marketing Cloud to create a unified Service Center on the My ASU portal and consolidate communications and recruiting. The platform centralizes interactions (over 1,000,000 cases resolved and 1,000+ knowledge articles), migrated 13 email systems, manages 1.1 million leads across 14 colleges, and uses dashboards and a 360-degree view to improve service responsiveness and targeted outreach—while laying groundwork for social service, events, and advancement initiatives.

Arizona State University

David Burge

Executive Director of Admission Services