Enrollment
Higher education enrollment strategies lead to achievement of Northwood University's goals
3 times as many campus visits in the first few weeks.
7% increase in prospects expressing high interest.
Achieved enrollment goals, reversing a negative trend.
CHALLENGE:
Northwood University is a college that excels in developing free-enterprise leaders who will drive global economic and social progress. To achieve that goal, the school needed to optimize its marketing dollars to assist enrollment efforts.
SOLUTION:
Our group conducted an extensive research effort for Northwood University. The detailed answers gleaned from our study allowed us to create a comprehensive implementation plan that called for:
- Identifying and defining its most-likely-to-enroll students.
- Improving geographic targeting of potential students.
- Defining student influencers to help reach the right people.
- Identifying the most compelling message points for students at each stage of the college search process.
- Improving engagement through enhanced info gathering, short-listing, application and enrollment.
- Identifying optimal timing and channels for communicating with prospects
- Creating a strong brand statement.
- Testing new communications materials such as direct mail, email and collateral materials
- Creating strategies for prioritizing and optimizing high school outreach.
- Improving lead generation and tracking tactics.
RESULTS:
Our Authentic Marketing approach generated these transformative and sustainable results:
- Increased campus visits threefold over previous year.
- Current campus visits continue to outperform previous year’s numbers
- Improved the admissions department’s outreach efforts.
- Increased in-class survey respondents by 7% over previous year.
- Achieved enrollment goals for undergraduate, graduate and adult students.