Digital transformation of the student recruitment process: implementation of CRM Creatio at the "Metinvest Polytechnic" University.
A CRM system has been implemented at "Metinvest Polytechnic" University for managing the recruitment of applicants, marketing and educational activities, as well as analytics of the student enrollment process. The solution provides centralized work with leads, contact segmentation, event management, and communication with potential students. The CRM is integrated with corporate telephony and Microsoft Outlook services, allowing for effective interaction with the target audience.
"Metinvest Polytechnic" University
Higher education
Education CRM for managing student recruitment
CRM solution based on Creatio with integrations of communication services
Integration with corporate telephony, Microsoft Outlook (email and calendar), centralized communication history
Project Overview:
Unified Student Recruitment Management System
"Metinvest Polytechnic" is a non-state technical university that prepares specialists for the mining and metallurgical industry and engineering specialties.
The university actively engages with potential students long before the enrollment moment through:
- Marketing campaigns
- Educational events
- Career orientation programs
- Information and motivational events
With the increase in the number of contacts and marketing activities, there arose a need for a system that would allow centralized management of interactions with potential students and analyze the effectiveness of the recruitment process.
Improving the efficiency of working with applicants +40%
Reducing manual work with contact databases −50%
Centralized applicant database 100%
Strategic goals and expected outcomes
Project goals
Creating a centralized database of applicants
Automating the student recruitment process
Managing marketing and educational activities
Segmenting the target audience
Building analytics for the enrollment process
Before implementing the CRM solution, the university aimed to systematize and scale the student recruitment process, making it fully manageable within a single digital platform. The objective was not only to consolidate contact data but to build a transparent and structured workflow that covers the entire journey — from first interaction to enrollment — with clear stages, responsibilities, and measurable outcomes.
Key priorities included: creating a centralized applicant database, automating lead processing and communications, managing marketing and educational events within one system, segmenting target audiences for personalized engagement, and building analytics to evaluate the effectiveness of recruitment campaigns and channels.
+40% Higher recruitment efficiency
-50% Less manual contact processing
100% Centralized applicant database
Creation of a centralized Student Recruitment Management System
As part of the project, a CRM system was implemented to manage the full cycle of interaction with potential students—from the first contact to enrollment in the university.
The system provides:
- Formation of a database of potential applicants from various sources
- Maintaining a database of leads and contacts
- Qualification and segmentation of potential students
- Managing marketing and educational activities
- Planning communications with the target audience
- Maintaining a history of interactions with contacts
The CRM also allows organizing various types of events to attract future students:
- Information events
- Career orientation events
- Motivational events
- Educational activities
The system supports the construction of analytics and dashboards to evaluate the effectiveness of marketing campaigns, as well as allows for the analysis of the results of conducted events.
Integration of the CRM with corporate telephony and Microsoft Outlook ensures centralized communication with potential students and maintains a history of interaction with each contact.
As a result, the university received a tool for systematic management of the student recruitment process, improving the effectiveness of marketing activities, and developing educational programs.
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