Higher education enrollment strategies lead to achievement of Northwood University's goals

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.