Project Overview
Make Happen, a regional Uni Connect programme based at the University of Essex, had no CRM system in place. Data was spread across spreadsheets and individual records, making it difficult to track engagement, manage communications and report on performance. Without a dedicated marketing team, ease of use was essential.
With Transparity’s support, Make Happen implemented Microsoft Dynamics 365 CRM, integrated with Outlook, SharePoint, ClickDimensions and Eventbrite. The result is a centralised hub for all contacts, campaigns and event management — with automation reducing manual admin and reporting dashboards giving the team a clear, accurate picture of how their projects are tracking.
The Challenge
Make Happen needed a more professional and efficient approach to marketing communications. Without a dedicated marketing team, it was essential that tools were easy to use and accessible for all staff.
The organisation also lacked a CRM system, meaning data was spread across spreadsheets and individual records. This made it difficult to track engagement, manage communications and report on performance.
“We wanted a more professional marketing communications solution that would help us track performance and create a consistent, effective set of email templates. Ease of use was really important as everyone needed to be able to use the system.” — Stephen Pomfret, Head of Collaborative Outreach, Make Happen
The Solution
Make Happen implemented Microsoft Dynamics 365 CRM with support from Transparity, creating a centralised platform for managing contacts, campaigns and communications.
The solution was scoped and built from the ground up, with an initial focus on core functionality to support adoption. Additional features were introduced based on user feedback, ensuring the system aligned with the team’s needs.
Dynamics 365 CRM was integrated with Microsoft Outlook and SharePoint, along with ClickDimensions for marketing automation. Integration with Eventbrite enables seamless event management, from promotion through to booking and attendance tracking.
Transparity worked closely with the Make Happen team to establish best practice processes, including standardised email templates and improved subscription management. Training was delivered both in person and remotely, supporting a smooth rollout.
“It has been brilliant and pretty much seamless. The training delivered online felt just as high quality as the in-person workshops.” — Stephen Pomfret, Head of Collaborative Outreach, Make Happen
The Outcome
With Dynamics 365 CRM in place, Make Happen now has a fully coordinated marketing and data management system.
All communications, including emails, newsletters and event bookings, are tracked in one place. This provides a clear and accurate view of engagement and performance, supported by reporting dashboards.
“Before, we didn’t have any coordinated marketing systems in place. Now we have a central hub for all our data and event information, with reporting that gives us an accurate picture of how our projects are tracking.” — Stephen Pomfret, Head of Collaborative Outreach, Make Happen
Benefits
Improved efficiency: Automation removes the need for manual communications, saving time and allowing the team to engage with more people, more often.
Consistent communication: Standardised templates ensure all communications are professional, aligned and on brand.
Better data management: A centralised system captures all interactions, making it easier to track activities and results.
Stronger reporting: Dashboards provide clear visibility of performance, finances and project outcomes.
Knowledge retention: Central records ensure that information is not lost when temporary staff leave, supporting continuity and collaboration.
