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Revitalizing Graduate Program Enrollments Through Strategic Digital Engagement


Driven by the mission of preparing leaders to achieve educational equity, the University of Southern California Rossier School of Education (USC Rossier) seeks to enroll students who aspire to grow in innovative thinking and research to improve learning opportunities and outcomes in schools. However, when it experienced a downturn in brand reputation, the school suffered steeply declining enrollments across its programs and its budgets were impacted. The USC Rossier team knew if it could reach strategic markets with the right messaging at the right time, it could turn around the enrollment rates.


USC Rossier turned to its partnership with Encoura–specifically working with the Eduventures® Research and Digital Solutions teams–to develop a reliable strategy to revitalize its enrollments. With a foundation of customized state-of-the-market and student research from Eduventures, the USC Rossier team had the data needed to develop a strategic plan that united its leadership behind where to successfully invest its marketing resources.

With this market and student knowledge, USC Rossier was empowered to work with Encoura Digital Solutions to strategically deliver the right message to the right audience at the right time, while quickly and easily adjusting campaigns according to market shifts to maximize success.


Eduventures® Program Innovation

Market Analysis

Strategic Enrollment Consulting

Digital Solutions

Custom Audience Targeting

Search Engine Marketing (SEM)

Website Retargeting


Campaign Performance & Recommendations

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Our digital efforts with Encoura paid off incredibly. I couldn’t believe the results; we have not seen this in any other campaign. We validated these results across our data points and can confidently say this is the highest and best-performing campaign I have ever seen in higher education.”
Director of Enrollment Strategy
Director of Enrollment Strategy logo


USC Rossier’s improved market knowledge and digital strategy quickly yielded strong results. Its digital campaigns with Encoura skyrocketed its landing page to the highest visited page on the Rossier website. The university experienced a halo effect where its on-campus Doctor of Education (Ed.D.) program interest grew 25% from digital campaigns for its online Ed.D. program. Through its strategic digital marketing planning and execution, USC Rossier’s request-for-information (RFI) submissions from digital ads increased 100%, applications increased 100% for its Ed.D. program year over year.

Website engagement 5 times higher than previous campaigns
100% increase in Ed.D. program applications
Website engagement 5 times higher than previous campaigns
25% growth in on-campus program interest
Website engagement 5 times higher than previous campaigns
100% increase in requests for information (RFI submissions)

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