Engaging Waves Initiative: a Year in Review


On March 1, 2014, our University officially launched the Engaging Waves CRM Initiative. Engaging Waves is a University-driven strategic effort that engages prospects, current students and their parents, faculty, staff, friends, donors, and alumni members in a constituent-centric manner. Through an enterprise CRM platform, Engaging Waves highlights the overall Pepperdine Waves experience and elevates the institution's value, brand and competitive positioning.

The CRM team would like to express our appreciation and gratitude to all involved in this journey. Without their partnership and collaboration, this CRM initiative would not have started as well as it has. 

So where are we a year later?

In the past year, our effort has been focused on building Pepperdine's enterprise CRM platform. With Seaver College having already adopted TargetX Recruitment, Information Technology focused first efforts on Graziadio and GSEP's recruitment implementations. Both graduate schools have transitioned from Hobsons CRM solution to TargetX in October and November respectively.

Graziadio and GSEP's quick wins

By adopting TargetX, Graziadio can now track each recruiter's efforts in a concerted manner. Under Juan Mena's leadership, Graziadio took advantage of the streamlining opportunities by standardizing the recruitment funnel definition across its various programs. 

Similarly, GSEP took advantage of the streamlining opportunities and realized early success with TargetX Recruitment. Under Marian Guirguis' leadership, our graduate school for Education and Psychology marketed its degree programs to a 30,000 LAUSD listing. Using TargetX's marketing automation, this email campaign quickly generated over 600 inquiries, packed information sessions, and already two admissions applications (and counting). In the past, this process was manually coordinated but now through a streamlined process, the GSEP recruitment team can focus most of its efforts on truly engaging the prospects in a quick and highly responsive manner.

New CRM Center of Excellence

A major component of Engaging Waves is to create a central support team that would serve as our in-house center of excellence to manage the enterprise environment, maintain system and data integrity, provide end user support and training, and further extend and enhance the use of Salesforce CRM across the institution. We've accomplished that.

Under the leadership of IT's senior director for Business Intelligence and CRM, Novita Rogers has assembled a stellar team:

  • Sean Fife, Chief Application Developer, CRM
  • Lesbiz Tovar, Senior IT Manager, Business Intelligence and CRM
  • Larissa Robinson, Lead Business Analyst, CRM

To read the entire report, please visit: 


Engaging Waves is a tremendous effort that has already yielded and will continue to yield great and long-lasting results. While there is much more to do, we are definitely off to a very good start.

I welcome any questions you may have. Please feel free to share this report with others as appropriate.


Jonathan See
Chief Information Officer
Pepperdine University