Partnering with a Shared Heart for Students
Challenge
In addition to the academic excellence, purpose, and beauty offered to incoming classes, University of Northwestern’s prospective students wanted assurance of health and safety—a common concern among college bound students during the COVID-19 pandemic. The university faced a combination of health concerns, widespread skepticism about enrolling in a pandemic, and students’ flooded inboxes from virtual communications. Northwestern knew that they needed to find a way to stand out from competitors and assure students that their university was the right choice for them.
Solution
In order to connect and engage with students in the midst of their questions, the enrollment team turned to a long-time partner, Encoura, for renewed methods of traditional marketing and digital engagement support to further drive enrollment success. The research, knowledge, and strategy brought from the partnership was invaluable to the Northwestern enrollment team. The plan was to work in collaboration with Encoura to reach the right students at the right time with the right message in order to reach enrollment goals despite the pandemic.
Strategic Enrollment Consulting
Funnel & Market Analysis
Eduventures® Admitted Student Research™
Encoura Combined Data Set
Smart+® Predictive Model
Geofencing
TikTok
Mail, Print & Email Campaigns
Campaign Performance & Recommendations
Enrollment Lens®
Class Planner®
Results
As a result of the collaboration with Encoura, University of Northwestern has strengthened its campus as a whole. From an enrollment team with strong professional development to faculty who now have the tools to best engage incoming students, the university has established an environment that can best support its students and families. In addition, Northwestern successfully focused its resources to reach students most likely to enroll with marketing that is producing thriving open rates and engagement. As the partnership between the two grows, Northwestern looks forward to continuing to apply Encoura research, data, and services to its enrollment strategies to engage and care for its prospective students.
Read More Case Studies
University of Nebraska-Lincoln: Keeping in Mind What Students Really Value
The University of Nebraska-Lincoln launched digital engagement and email campaigns to connect with prospective students at their specific stages of enrollment. Along with increased engagement, these campaigns resulted in the highest levels of in-state student post-view and post-click interactions.
Randolph—Macon College: Connection with Students in a Pandemic
Randolph—Macon pivoted their focus to digital marketing, allowing them to interact with students on their mobile devices and social media. This not only led to an increase in first-year student applications, but also in overall enrollment from the previous year.
Cairn University: On a Mission to Serve Better
Cairn University strategically targeted best-fit students with geofencing. This empowered the team to use funnel data more effectively and led to an increase in enrollment over the last two years—including 17% in the first year.
Louisiana State University Shreveport: Empowering Students Digitally
Louisiana State University Shreveport aimed to expand to new markets to advertise their programs and differentiate their brand, even with a smaller team of recruiters. Through execution of a strong, new digital marketing strategy, the university saw a 130% increase in new market applications and a 109% increase in applications from minority students.
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.