Training the Whole Team to Achieve Enrollment Success
Challenge
West Virginia University Potomac State College (WVU Potomac) promises its students the opportunity to take control of their futures and discover a career they’ll love. Similarly, its enrollment team set out to take control of its future enrollment success. Faced with staffing shortages, changes in administration, and enrollment that had yet to recover from the pandemic, the enrollment team set out to build brand equity to ensure prospective students and families of the university’s value.
Solution
The WVU Potomac team turned to its enrollment partner, Encoura, to empower its staff with strategies for a successful enrollment cycle. Through a partnership with its Encoura Regional Director, Wendy, WVU could better understand industry trends that helped pinpoint target markets and develop an effective strategic marketing plan. Additionally, Encoura empowered the WVU Potomac staff to expand its search and application generation through persona-based recruitment, regional high school counselor outreach, and new market engagement.
Strategic Enrollment Consulting
Funnel & Market Analysis
Eduventures® Student Mindsets™
Encoura Combined Data Set
Declared Student Connection™
Class Planner®
Results
As a result of its enhanced outreach strategy and new staff training with Encoura, WVU Potomac has seen a full reversal of its previously declining enrollment. The university has established its brand and value messaging in important markets, empowered its counselors with recruitment best practices, and strengthened its incoming classes. Through these successes, WVU Potomac is now on track to meet their freshman enrollment this year and is tracking to achieve their long-term goal of 100 new students in three years.
Read More Case Studies
University of Tulsa: Ahead of the Competition
The University of Tulsa wanted to launch their enrollment by building their brand awareness and getting to know students earlier in the recruiting process. With their new strategy in place, the enrollment team was able to connect with high-quality students and better their engagement to increase connections earlier in their recruitment cycle.
Baylor University: Yielding Students From Freshman Year
Baylor University determined to recruit students earlier in their college search process, strategically leveraging predictive modeling to reach out to freshmen and sophomores. This pivot in strategy paid off as their inquiries soared 23.6%, setting the university up to be in a great funnel position for years to come.
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.
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.
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.