How One Business School Surpassed Their 2020 Enrollment Goal During COVID-19
EAB’s Adult Learner Recruitment initiative enabled consistent, strategic engagement of right-fit prospects
- type
- Beech University* is a large, private university in the South
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The Challenge
Due to increased competition, Beech’s* College of Business experienced a 32% decline in graduate enrollment over four years. They partnered with EAB Adult Learner Recruitment in 2018 to increase leads and enrollment within their online MBA and several other graduate business programs.
*Pseudonym
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The Solution
EAB’s Adult Learner Recruitment campaigns influenced 228 new enrollments in 2019, representing a 6:1 return on investment. Despite disruption from COVID-19 in the 2020 cycle, EAB’s student journey marketing helped Beech outperform their summer business school enrollment goal by 9%.
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The Impact
EAB’s campaigns influenced 228 new enrollments in 2019, representing a 6:1 return on investment. Despite disruption from COVID-19 in the 2020 cycle, EAB’s student journey marketing helped Beech outperform their summer business school enrollment goal by 9%. Campaigns were deployed to invite candidates to learn more and apply through a personalized experience—a total of 30,000 prospects. Multichannel campaigns included emails, digital ads, site-based retargeting, dynamic landing pages, and direct mail. All imagery, copy, and messaging was coordinated to create a cohesive prospect experience.
6:1 ROI from EAB’s 2019 campaigns
Identify and Engage More Right-Fit Prospects
Expanded Lists with Data-Informed Targeting
- EAB’s targeting experts helped Beech strategically widen their prospect pool by analyzing historical enrollment data and applying consumer analytics
- 30,000 total candidates invited to apply in 2018
Key Audiences Targeted
- GMAT and GRE Test-Takers
- EAB-Generated Inquiries
- Undergraduate Students
- Beech’s Inquiry Pool
- Inquiries from EAB’s High-Affinity Audience
Launched Integrated Marketing Campaigns
- EAB deployed campaigns inviting candidates to learn more and apply through a personalized experience
- EAB crafted campaign messaging and imagery based on a custom-built profile of Beech’s prospects
Elements of Integrated Campaigns
- Emails
- Digital ads
- Site-based retargeting
- Dynamic landing page
- Direct mail
Impact on 2019 Business School Enrollment
EAB Enrollment Funnel Influence
- 456 Applications
- 277 Admits
- 228 Enrolling students
- 6:1 ROI from EAB 2019 campaigns
How Beech Outperformed Goals During COVID-19
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Awareness Stage
EAB deployed digital ads via LinkedIn, Facebook, and Google to build awareness for Beech’s programs.
Expanded Digital Awareness
+84%
increase in digital impressions vs. 2019
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Consideration Stage
EAB nurtured prospects’ interest through content gives, a newsletter campaign, and customized outreach based on micro-survey responses.
Increased Engagement
+10%
increase in response rate compared to 2019
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Decision Stage
EAB deployed application emails and created urgency with deadline campaigns.
Impact of Deadline Marketing
61%
of email engagement from deadlines
2020 Mid-Year* Results: EAB Enrollment Funnel Influence
*As of May 2020
- 372 applications
- 80 enrolling students
- 128 admits
- +9% above enrollment goal for summer 2020
"We’ve been really pleased with the level of support we’ve received with EAB Adult Learner Recruitment.
"Assistant Dean for Enrollment Management
College of Business, Beech University
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