3 times as many campus visits in the first few weeks.
7% increase in prospects expressing high interest.
Achieved enrollment goals, reversing a negative trend.
Eliminate waste, optimize marketing dollars, and assist enrollment efforts.
We conducted an extensive research effort for Northwood University that:
- Identified and defined their most-likely-to-enroll student in terms that could be used to more precisely target look-a-like students
- Identified where those students and their look-alikes live for more precise geographic targeting
- Defined who their influencers are, so we’re reaching all the right people
- Identified the most compelling message points for students at each stage of the college search process; information gathering, short-listing, application and enrollment, for deeper engagement
- Identified optimal timing and channels for communicating with prospects
We followed the research with a comprehensive implementation plan that included:
- A new competitively differentiated brand statement that positions Northwood around benefits that are credible and relevant to all constituents
- Testing new communications materials, including direct mail, email and collateral materials
- New strategies for prioritizing and optimizing the enrollment outreach to high schools
- A new media mix for reaching students and their influencers that includes brand building and lead generation tactics
- Revamped automated communication tracks for nurturing leads at different stages of the enrollment process
Northwood began to feel the impact immediately.
- Within the first few weeks after launching the direct communications, admissions scheduled almost three times as many campus visits versus the prior year, a key indicator of student interest. Campus visits continue to outperform last year’s numbers
- Having a strategic approach to guide the admissions department in their outreach efforts has resulted in reaching more likely to enroll students. To date, 47% of high school students responding to an in-class survey have expressed a “high interest” in Northwood, a 7% increase over last year’s respondents
- A negative trend in enrollment was reversed and enrollment goals were achieved for undergraduate, graduate and adult students