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Crimson Provides Microsoft Solutions to the University of Salford to Transform Student Attraction, Recruitment and Admissions

University of Salford

Industry

Higher Education

Challenge

The University of Salford was constrained by fragmented internal systems, manual processes, and challenges in managing international student applications. Previous CRM projects had failed to unify data and enable a seamless applicant journey, preventing the university from scaling its recruitment and admissions operations. With growing demand and the need for a more personalised, efficient approach, Salford required an agile, integrated CRM platform to drive digital transformation, improve applicant experiences, and support strategic growth objectives.

Results

By partnering with Crimson to implement Microsoft Dynamics 365 and Power Platform, the University of Salford achieved a 26% increase in undergraduate intake, an 8% improvement in applicant conversion rates, and substantial gains in staff efficiency and process automation. The integrated solution enabled rapid adaptation to remote work and is now being extended to support the entire student lifecycle, setting a new benchmark in digital transformation for higher education.

Key Product

Microsoft Dynamics 365, Microsoft Power Platform

www.salford.ac.uk

26%

Student Intake Boost

8%

Application Conversion Increase

Crimson have brought a combination of practical advice that has supported the successful implementation of the Dynamics solution as well as a broader perspective that is supporting our goal of offering a sector leading experience. We now have a really tight team approach with focus on user journeys and stories. These are then being translated into specific project deliverables. The agile development and implementation methodology has allowed the team to maintain momentum and focus. It has also kept motivation and focus high.

John McCarthy

Executive Director, Marketing, Recruitment & External Relations @ the University of Salford.

University of Salford

About

The University of Salford is a public research university in Greater Manchester, known for industry-linked teaching, practical learning and research that tackles real-world challenges.

The Challenge

The University of Salford faced significant barriers to delivering a sector-leading student recruitment and admissions experience. Disconnected internal systems, reliance on manual processes, and an inability to effectively manage international student applications hampered growth and operational efficiency. Previous CRM implementations failed to unify data and streamline applicant journeys, making it difficult to personalise engagement or scale operations to meet growing demand. The university recognised the urgent need for an agile, integrated platform capable of driving digital transformation, supporting staff, and delivering a competitive edge in student attraction and recruitment.

The Solution

After evaluating options, the University of Salford selected Crimson for its deep Microsoft expertise and proven track record in higher education digital transformation. Crimson implemented Microsoft Dynamics 365 and Power Platform, delivering a unified CRM solution with custom-built applicant and agent portals, seamless integrations with existing university systems, and ongoing Evergreen Management for continual improvement.

According to John McCarthy, Executive Director, Marketing, Recruitment & External Relations, "Crimson have brought a combination of practical advice that has supported the successful implementation of the Dynamics solution as well as a broader perspective that is supporting our goal of offering a sector leading experience. We now have a really, tight team approach with focus on user journeys and stories. These are then being translated into specific project deliverables. The agile development and implementation methodology has allowed the team to maintain momentum and focus. It has also kept motivation and focus high."

This collaborative approach enabled Salford to rapidly deploy the new solution, empowering staff with unified data and modernising applicant experiences.

The Results

With the new platform, the University of Salford saw a 26% growth in undergraduate intake and an 8% increase in conversion rates, far surpassing the industry average intake growth of 7%.

Clearing attachments grew by 74%, demonstrating the system's impact on key recruitment metrics. Staff efficiency improved through automation and centralised data, and the university was able to quickly adapt to remote operations during the pandemic.

The solution continues to evolve, with plans to extend its capabilities across the entire student lifecycle, reinforcing Salford's position as a leader in digital transformation within higher education.