Refining Student Search to Maximize Deposits
Challenge
A regional state college in Central New York, SUNY Morrisville promises students learning and career preparation through innovative applied education. While this identity is well known in the region, the college’s admissions team aimed to expand its recruitment beyond its local region to grow enrollment. Additionally, the team recognized that it was applying a common strategy as competitors–recruiting students who ranked high academically–and decided to delve into student, program, and market data to focus efforts on students who were the best fit for the institution.
Solution
In order to strengthen its recruitment strategy, SUNY Morrisville turned to its enrollment partner Encoura. Through discussions with Encoura, the university learned how competitors were behaving and pivoted to uniquely refine its student search to reach students who would be most interested in enrolling at its institution due to their specific college and program interests. The SUNY Morrisville team was then able to leverage its Encoura Digital Solutions to deliver digital ads to these students and track its campaigns and funnel performance with its Encoura team.
Strategic Enrollment Consulting
Funnel & Market Analysis
Encoura Combined Data Set
Declared Student Connection™
Custom Audience Targeting
Short Video
Mobile Geofencing
Search Engine Marketing
Website Retargeting
Class Planner®
Results
As a result of its newly specialized strategy of focusing search on students it best serves, the university has seen improved return on investment for both their budget and staff. Additionally, by focusing resources on markets and programs that best responded, SUNY Morrisville was also able to branch out into growing new markets. Due to this new approach, the university has seen increased applications for the past two years, is currently up 25% in applications from last year, and is already 15% ahead in deposits.
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Get Started
Encoura is ready to connect with you to get started on your best strategy. Learn more about how higher education leaders are better understanding their market to take their institutions to the next level.