We’ve said it before. We’ll say it again: There’s really no such thing as “too early” when it comes to preparing for the next admissions cycle in your CRM.
At Spark451, our SparkAssist CRM strategic consultants work alongside colleges and universities using a wide range of CRM platforms (Element451, Salesforce, Ellucian, TargetX, the list goes on…) all year long. While the specific tools may differ, the underlying challenges tend to be remarkably similar. Time is limited, priorities continually evolve, and teams are constantly balancing day-to-day demands with big-picture planning.
The one through-line: The teams that approach admissions cycle prep as an ongoing practice — rather than a one-time project — are better positioned to navigate the cycle, regardless of the platform they use.
This guide is designed to give you the framework to get there. Here, you’ll find practical, CRM-agnostic strategies you can use to build a repeatable, annual approach to cycle preparation in a way that will set your team up for long-term success. (Oh, and if you’d prefer a Slate-specific version, that’s over here.)
Collaborative Effort for Comprehensive Improvement
True cycle prep excellence comes from collaboration. Encourage contributions from every corner of your team to surface new ideas and identify pain points in your current setup. Teams can include:
- Planners and Strategists
Include your Element451 Pros, Salesforce Admins, and members of your Operations and Marketing teams. This group will make intentional and strategic decisions and drive the outcome of your cycle prep. - Stress Testers
Leverage your student workers, counselors, tour guides, admissions representatives, and coaches. They use your CRM regularly and will have great ideas on how to improve things. (Seek some Gen Z input here!) - External Insights
Don’t forget that students and parents are stakeholders, too. Their impressions are key to your success. What changes can you make that will drive value for them?
Timeline: Proactive Planning for Pivotal Changes
The bulk of cycle prep typically runs from summer to early fall, but tailor it to suit your institution’s unique rhythm. When planning your cycle prep schedule, weigh what changes are necessary for the upcoming admissions cycle against all wish-list items you have in mind. This will allow your team to focus on necessary updates and projects first, then aim for nonessential improvements as time permits.
Be sure to start small, as small steps will lead to big wins. Here’s a timeline we find helpful:
Strategize and Prioritize
Make a wish list of all the components you want to see enhanced or built across your CRM. From there, estimate the difficulty and duration of each project, then prioritize what should be completed first.
Build and Update
Get started on updating existing components and, if your timeline permits, build out new functionality that will strategically improve your team’s processes.
Test and Refine
Before you go live, rigorously test all updates and new builds with your whole team. If you have a test environment, make sure to take advantage of it to check every nook and cranny.
Go Live
Solidify updates, enable new functionalities, and celebrate your team’s successes.
Key Areas for Cycle Upkeep and Innovation
Start with necessary updates that are crucial to your upcoming cycle. There’s a whole lot to consider, so our team has created a checklist to help you strategize:
Annual CRM Upkeep
Perform these tasks to get ready for the upcoming cycle.
| Item | Difficulty | ✅ |
|---|---|---|
| Update Counselor Assignment Automations | 🔥🔥🔥 | |
| Audit Material & Checklist Items | 🔥🔥🔥🔥 | |
| Update Decision Letters | 🔥🔥 | |
| Review Document Import Processes | 🔥🔥🔥 | |
| Review & Minimize Duplicate Records | 🔥🔥🔥🔥 |
Application Prep
Maintain a top-notch application.
| Item | Difficulty | ✅ |
|---|---|---|
| Update Term Start Dates & Structure | 🔥 | |
| Update Application Forms | 🔥🔥🔥🔥 | |
| Streamline Application Questions | 🔥🔥 | |
| Application Portal/Microsite Updates & Additions | 🔥🔥🔥🔥 | |
| Application Testing | 🔥🔥🔥 | |
| Review Application Review Processes | 🔥🔥 | |
| Move Defers Forward | 🔥 | |
| Withdraw Old Applications | 🔥 | |
| Updates to Third-Party Applications | 🔥🔥🔥🔥 |
Data Hygiene
Crucial items for maintaining queries, reports, and overall database health.
| Item | Difficulty | ✅ |
|---|---|---|
| Updated Queries/Segments/Reports | 🔥🔥🔥 | |
| Turn Over Scheduled Exports & Reports | 🔥🔥 | |
| Review & Test Integrations | 🔥🔥🔥🔥 | |
| Automate Existing Imports | 🔥🔥🔥 | |
| Update Mappings on Imports | 🔥🔥 | |
| Audit Custom Fields | 🔥🔥🔥 | |
| Troubleshoot Automation Errors | 🔥🔥🔥 | |
| Modernize Existing Exports | 🔥🔥🔥🔥 |
In-Depth Review
Identify next steps and mark them complete.
| Item | Difficulty | ✅ |
|---|---|---|
| Update High School Contacts | 🔥 | |
| Audit Automation Performance | 🔥🔥🔥 | |
| Audit Telecommunication Settings | 🔥🔥 | |
| Web Analytics Review | 🔥🔥🔥 | |
| Review Lead Generation Sources | 🔥🔥 | |
| Create New Event Forms and Pages | 🔥🔥🔥 | |
| Update Current Event Forms | 🔥🔥 |
Mailing Campaigns
Enhance your communications.
| Item | Difficulty | ✅ |
|---|---|---|
| Review Scheduled Campaigns | 🔥🔥🔥 | |
| Update Email Template Updates | 🔥🔥 | |
| Update Recipient Lists | 🔥🔥🔥 | |
| Personalize Campaign Language | 🔥 |
User Permissions
Confirm all CRM users are seeing what they need to see.
| Item | Difficulty | ✅ |
|---|---|---|
| User Security Audit and Cleanup | 🔥 | |
| Create New User Accounts | 🔥🔥 |
Proactive Measures
These additional steps will help you make big gains.
| Item | Difficulty | ✅ |
|---|---|---|
| Enable New Features | 🔥🔥 | |
| Enhance Application Review Procedures | 🔥🔥🔥 | |
| Hire Spark451 to Help | 🙌 |
Thoughtful Support for Cycle Prep
The strategies in this guide are just a starting point. At Spark451, we recognize that in a busy admissions environment, cycle prep often happens in small, practical steps. So, don’t get overwhelmed. Even modest adjustments in your CRM can make it easier to plan ahead and stay flexible as the cycle unfolds. Over time, those incremental changes add up to a more sustainable, well-supported process.
If you find you need a little help along the way, please don’t hesitate to reach out to the CRM experts at Spark451. Our SparkAssist team helps in-house college and university teams build on what’s already working, and identify opportunities to put thoughtful improvements into action.