Today, CRM (Customer Relationship Management) platforms are doing more than managing email lists—they’re reshaping how institutions organize and optimize virtual events and campus tours. Here's how forward-thinking admissions teams are making it happen.
The Rise of Virtual and Hybrid Recruitment in Higher Education
Higher education has seen a dramatic shift in how students explore and select institutions. While in-person visits and college fairs still have value, digital touchpoints—especially virtual campus tours and online info sessions—have become essential.
According to a 2023 survey by Ruffalo Noel Levitz, over 70% of students said they attended at least one virtual admissions event during their college search. For international and out-of-state applicants, virtual engagement is often the only feasible way to connect early in the decision process.
With this shift, admissions teams face a new challenge: delivering high-impact virtual experiences at scale while maintaining personalization. That’s where CRMs come in.
Challenges of Organizing Virtual Events Without a CRM
Before CRMs became a mainstay in admissions, managing virtual events was often a patchwork of spreadsheets, generic email tools, and manual tracking. This led to several pain points:
- Missed communications due to lack of automation
- Generic outreach that failed to engage students personally
- Low attendance rates caused by forgotten invites or unclear instructions
- Limited follow-up after events, leading to lost leads
- No visibility into what worked and what didn’t
A modern CRM solves these problems with automation, segmentation, and detailed analytics—all in one platform.
CRM Features That Power Better Virtual Events
Admissions CRMs are built to support the full lifecycle of event management—from invitation to enrollment. Here are the key features that make a difference:
- Event Invitations and Automated Reminders
A CRM allows admissions teams to create segmented lists and send personalized invites based on a student’s interests, academic background, or location. Automated reminders via email or SMS ensure higher attendance without manual effort.
- Registration and RSVP Tracking
Students can register through branded, mobile-friendly forms linked directly to the CRM. Teams can view real-time RSVP data, manage waitlists, and even automate calendar syncs.
- Post-Event Follow-Up Workflows
After an event, the CRM can trigger a custom follow-up sequence—thank-you emails, feedback surveys, links to additional resources, or a direct connection with an admissions counselor. These workflows nurture leads while the experience is still fresh.
- Personalized Communication Before and After Tours
Whether virtual or in-person, CRMs allow institutions to send dynamic content tailored to the student’s major of interest, class level, or previously attended events—creating a more meaningful journey.
Use Case: How One Admissions Team Streamlined Virtual Tours
Let’s consider a hypothetical example:
Northwood University noticed declining attendance at their virtual campus tours. Using their CRM, they segmented their outreach based on students' academic interests. Business majors received invites featuring the new entrepreneurship center, while STEM students got tours highlighting the engineering labs.
The CRM handled:
- Timely reminder emails and SMS
- Easy registration with auto-confirmation
- A follow-up campaign offering one-on-one virtual chats
As a result, attendance increased by 35%, and the admissions team reported a 20% boost in applications from tour attendees.
The Power of CRM Analytics
One of the most underrated features of a CRM is its ability to capture and report on engagement data. Admissions teams can see:
- Which events have the highest attendance and engagement
- What content leads to the most inquiries or applications
- Where students drop off in the journey
This data empowers teams to refine their messaging, optimize event timing, and allocate resources to what works best.
Tips for Streamlining Virtual Event Management with a CRM
For admissions teams looking to improve how they manage virtual events and tours, here are a few tips:
- Start with segmentation. Tailor your outreach by student persona or interest area.
- Use automation wisely. Set up drip campaigns that feel personal but save your team hours of manual work.
- Integrate event tools. Ensure your CRM integrates with platforms like Zoom, Calendly, or On24 for a seamless experience.
- Leverage templates. Use prebuilt workflows for common events like open houses or counselor chats.
- Review the data. Regularly analyze performance to improve attendance and conversion rates.
Conclusion
As higher education becomes more competitive and student expectations continue to evolve, admissions teams need tools that keep them agile, organized, and student-centered. A well-implemented Admissions CRM doesn't just simplify event logistics—it enhances every touchpoint with prospective students.
From automated reminders to personalized follow-ups and actionable insights, CRMs are transforming how virtual events and campus tours are delivered—and helping institutions turn interest into enrollment.