Enrollment-calendar blog agent for education and training providers on Salesforce, writing separately for students, parents and institutional buyers

What The Term Planner does

A training and education provider with 200+ staff runs several program lines, sells to individual learners, to parents deciding for their kids, and to schools, districts or employers buying seats. Marketing publishes twice a month, usually late relative to the enrollment window, and wants daily publishing without adding writers. The Term Planner owns the content pipeline end to end: it builds a rolling calendar from term start dates and application deadlines, pulls aggregated questions from Salesforce inquiries and admissions FAQs (never student-level records), finds ranking and AI-citation gaps, writes audience-specific briefs, drafts posts and program pages in the right voice for each audience, runs editorial QA with schema, and routes anything touching outcomes, accreditation, tuition or financial aid to a named reviewer. It is built and maintained by an outside team, so the marketing lead approves the calendar and reviews content but does not babysit prompts, integrations or model changes.

Custom build

The provider runs Salesforce, so HubSpot Breeze agents are not an option and forcing a second CRM would split attribution. A custom Claude build fits better: Claude handles long briefs, multiple voice profiles and strict claim checking against source documents, n8n orchestrates the weekly pulls from the calendar, the aggregated Salesforce report, Moz and Rank Prompt, and publishing goes straight to WordPress with Salesforce campaign IDs. Reading Salesforce through a locked-down aggregated report (rather than broad API access) keeps the FERPA boundary enforced by design, and because the build is maintained externally, the team gets model upgrades and fixes without owning the plumbing.

What starts it

• The academic calendar source of truth is updated with a new term start, application deadline or cohort date, which opens a content window 6 to 10 weeks ahead
• Weekly digest of aggregated Salesforce inquiry themes shows a question cluster crossing a minimum volume threshold for a program or audience
• Search or AI-answer tracking shows a tracked prompt or keyword where competitors are cited and the provider is not
• A program page, tuition figure or accreditation status changes in the approved program fact sheet, flagging dependent posts for refresh
• A term closes, which kicks off the post-term refresh and prune pass on dated content

What it reads

• Academic and enrollment calendar (term dates, deadlines, cohort starts) maintained by admissions as the single source of truth
• Salesforce inquiry and application objects, read only through a pre-aggregated report of themes, program interest and audience type, with no names, IDs, grades or enrollment status
• Approved program fact sheets and admissions FAQ library (outcomes, accreditation, tuition, financial aid language) with owner and last-reviewed date
• Moz and Google Search Console for keyword gaps, rankings and page performance by program
• Rank Prompt for tracked AI-answer prompts and citation share across assistants
• Brand voice guide with three audience profiles (student, parent, institutional buyer) and a consent-logged testimonial library

When a person takes over

• Program director or admissions lead approves any claim about job placement, completion rates, accreditation, credit transfer or learning outcomes, because these are regulated or reputational and the agent cannot verify them beyond the fact sheet
• Financial aid or bursar office reviews any content mentioning tuition, discounts, scholarships, payment plans or aid eligibility before it publishes
• Registrar or privacy officer reviews any post that uses a learner story or quote, or any topic where the inquiry data looks thin enough to identify an individual, and the agent stops until they clear it
• Partnerships or institutional sales lead reviews content aimed at schools, districts or employers, since pricing models, contract terms and reporting promises vary by deal

Rules it follows

• FERPA boundary: the agent never connects to student information systems or reads student-level Salesforce records; it only sees a pre-aggregated report with a minimum count per theme, and it never writes names, grades, attendance, enrollment status or details that could identify a learner
• Dates and deadlines come only from the academic calendar source; the agent never infers or extrapolates a term date, and posts with time-bound claims carry an expiry that triggers refresh
• Outcome, accreditation, tuition and aid statements must match an approved fact sheet entry that has been reviewed within the set period, or the claim is removed and escalated
• Each piece targets one audience with its voice profile; content for parents of minors avoids collecting data from minors and directs forms to the parent or guardian
• No testimonials, quotes or learner examples unless they exist in the consent-logged library with active consent for public use

How you know it works

• Posts and pages published per week versus the term-weighted target
• Non-brand organic clicks and rankings for program and audience keyword sets
• Citation share on tracked AI-answer prompts in Rank Prompt
• Inquiries, info-session registrations and application starts attributed to blog sessions in Salesforce, by audience and program
• Editorial QA first-pass rate and reviewer turnaround time

From pilot to live

1. Pilot: one program, one upcoming windowConnect the calendar, aggregated Salesforce report, fact sheets and WordPress for a single program with a deadline 8 to 10 weeks out. Publish about three pieces a week for students and parents, with every piece human-reviewed, to tune voice profiles, QA rules and reviewer routing.
2. Expand: all audiences and core programsAdd institutional buyer content and the remaining main programs, move to one piece per business day averaged across the term, and let clean posts pass with an editor read while flagged claims still go to named reviewers. Start Salesforce campaign attribution reporting.
3. Full run: high-intent pages and refresh loopAdd comparison, cost and deadline pages, turn on the post-term refresh and prune pass, and run on a maintenance cadence covering model and prompt updates, integration monitoring, schema checks and a monthly performance review with the marketing lead.