Brandeis University – Labor Negotiations Program

Strategic CRM Implementation and Segmentation for Enrollment Growth

Client Overview

Brandeis University’s Labor Negotiations Program provides workshops for both union representatives and management professionals. Their mission is to foster effective communication and negotiation between labor and management groups—often within the same organization.

The Challenge

The program was sending identical emails to both key audiences—labor and management—despite their differing interests and needs. This limited message relevance and reduced engagement. Additionally, the program had no CRM system, making it difficult to manage contacts, automate outreach, or identify high-interest leads.

Our Solution

After conducting a full needs assessment with program leadership, I:

• Identified a CRM platform that fit their long-term engagement needs.

• Configured and deployed a cloud-based CRM system.

• Migrated and cleaned existing contact data.

• Segmented contacts by role (labor vs. management).

• Developed audience-specific drip campaigns.

• Implemented subject line A/B testing and tracked engagement data.

• Built dashboards that helped the team identify and prioritize their most engaged prospects for follow-up.

Results

• Workshops sold out following the first segmented campaigns.

• Open rates increased through tested and optimized subject lines.

• Follow-up efforts became more targeted, thanks to clear visibility into lead engagement.

• Staff gained automation tools, reducing manual workload and improving messaging consistency.

Testimonial

“Christina’s CRM strategy helped us speak directly to our audiences with clarity and precision. Our team now has the tools to run campaigns that actually reflect the importance of our work.”— Joel Gershenfeld, Florence G. Heller Chair and Professor,

Heller School for Social Policy and Management, Director, Brandeis Labor Negotiations Program.

Strategic Impact

The labor negotiations program is a cornerstone revenue generator for Brandeis. By selling out workshops, the university not only maximized short-term revenue but also ensured long-term sustainability and visibility. Enhanced segmentation and CRM automation created a repeatable, scalable model for enrollment success—reducing reliance on manual outreach and increasing operational resilience. With clearer insight into audience behavior, the program can now prioritize its most engaged leads, enhance participant experience, and maintain a strong pipeline through both targeted follow-ups and word-of-mouth growth.

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