About
Cyprus University is a private, religious university located outside a large city in the Midwest.
The Challenge
Located in a highly competitive market, Cyprus Graduate School struggled to expand enrollment to meet their ambitious goals for on-the-ground and online program growth. They turned to EAB, their longtime undergraduate enrollment partner, for an innovative new approach to graduate targeting and recruitment.
Institution: Cyprus University (a pseudonym)
Institution Type: Medium-Sized, Private University
Location: Suburban area outside of a large city in the Midwest
EAB Partnership: Adult Learner Recruitment
Impact Highlights:
+48% growth in enrollment in two years
10K total clicks from EAB’s 2019 digital campaigns
The Solution
During the first 13 months of the partnership, EAB’s Adult Learner Recruitment division used consumer analytics to identify a large new audience of Cyprus’s right-fit students, then launched multichannel campaigns to grow awareness among that population. For the 2019 cycle, EAB supported new and existing program growth by launching highly personalized, full-funnel multichannel campaigns to guide prospects through the student journey.
The Impact
By fall 2019, Cyprus had increased headcount by nearly 400 students, with 30% of all enrollments that year influenced by EAB’s Adult Learner Recruitment campaigns.
Building Awareness Among Right-Fit Students in 2017 and 2018
EAB identified key audiences with consumer data, then launched awareness campaigns.
Step 1: Generate Audience of New Right-Fit Prospects
190K+ Students identified from EAB’s national consumer database
Step 2: Build Data-Driven Student Profiles
EAB used advanced analytics to pinpoint the attributes and interests of Cyprus’s right-fit students
Step 3: Launch Digital, Email, and Mail Campaigns Based on Profile Insights
Campaigns incorporated messaging and imagery designed to resonate with Cyprus’s audience, largely comprised of urban professionals motivated by career growth
Results: Campaigns Drove Awareness and Influenced Enrollments
175K+
Total digital ad reach
46K+
Total digital ad clicks
74
Enrollments influenced in 2017
161
Enrollments influenced in 2018
Student Journey Marketing Catalyzed Rapid Enrollment Growth in 2019
EAB launched highly personalized campaigns to guide prospects from awareness to enrollment.
Marketing Across the Stages of the Student Journey
AWARENESS
Build awareness for Cyprus
Key EAB campaign components:
- Digital ads based on data-driven student profiles
- Welcome email introducing Cyprus
- Welcome mailer reinforcing brand awareness
CONSIDERATION
Nurture prospect interest
Key EAB campaign components:
- Application checklist PDF offered as a content give
- Micro-survey to learn student interests and concerns
- Triggered emails customized to student concerns
- Email newsletter campaign to cultivate deferral pool
DECISION
Invite prospects to apply
Key EAB campaign components:
- Emails encouraging interested applicants to “apply now”
- Email campaigns creating urgency to apply by deadlines
10,000 total clicks from EAB’s 2019 digital awareness campaigns
3,400 prospects who visited the EAB campaign landing page
975 prospects who entered the application from EAB campaigns
Partnership Results: Enrollment Increased 48% in Two Years
EAB’s Adult Learner Recruitment campaigns supported gains in new and existing programs.
Enrollment by Year
All On-Campus and Online Graduate Programs
18%
of enrollments were influenced by EAB in 2018
30%
of enrollments were influenced by EAB in 2019
