Social Media for Enrollment Teams

When a prospective student submits a Facebook Lead Ad form or Instagram lead generation form, the submission is pulled automatically into the enrollment CRM as a new lead record. The record is tagged with the campaign name, ad set identifier, and platform source. An admissions workflow can be triggered immediately, assigning the lead to a counselor, sending an acknowledgment, or enrolling the prospect in a nurture sequence, without any staff member downloading a spreadsheet or checking a third-party dashboard.

Each campaign and ad set is assigned UTM parameters at the time it is created. When a prospective student clicks an ad or a tracked organic link, those parameters are captured and stored against the session. If the student submits a contact form, requests information, or begins an application during that session or a subsequent tracked session, the UTM data is attached to their lead record. When the student completes enrollment, the enrollment record links back to the originating UTM source, allowing the system to calculate cost-per-enrolled-student for that campaign without any manual data joining.

Yes. The content calendar handles organic post scheduling across all connected platforms. Paid campaign management, including ad creation, budget tracking, audience targeting, and performance monitoring, runs alongside organic content in the same interface. UTM parameters and lead capture apply to both paid and organic trackable links, so the attribution logic works regardless of whether a prospect arrived through a boosted post or a regular page update.

Each user account is assigned a permission level that determines whether content they create publishes directly or enters a review queue. Departments such as academic affairs, athletics, or student life can compose and submit posts, which then route to the marketing team for review before going live. Reviewers can approve as submitted, request edits, or reject with comments. Published content and rejection history are both logged, giving marketing leadership a record of what went live and what was held.

Standard reporting includes total social reach by platform, engagement rate by content type and platform, lead volume from organic and paid sources, cost-per-lead by campaign, cost-per-applicant by ad set, and cost-per-enrolled-student by platform and campaign. These reports draw from the same database as the enrollment CRM and student information system, so the numbers are consistent with what admissions and finance are reporting. Reports can be exported as PDF or spreadsheet for board or cabinet presentations.