Large Public University Diversifies Inquiry Pool and Increases Yield in Two Years with EAB Partnership
Auburn University is a flagship land-grant university in the Southeast with 24,900+ undergraduate students.
Impact Highlights*
73%
Increase in submitted applications between 2021 and 2023
23%
Increase in net deposits from students outside primary market from 2021 to 2023
37%
Increase in net deposits among underrepresented students from 2022 to 2023
*As of Fall 2022
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Challenge
Prior to their EAB partnership, Auburn University was missing key components of effective enrollment marketing. In addition, they wanted to diversify their recruitment pool, proactively recruit students with existing affinity toward the University, and strengthen their national brand. Auburn sought a dedicated enrollment partner to help them reach these goals.
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Solution
What began as an inquiry-focused partnership evolved into a comprehensive, results-focused collaboration. EAB and Auburn crafted over 100+ touchpoints for sophomores and juniors, creating messaging on diverse and relevant topics. Using these touchpoints and newly saturated list sources, Auburn communicated with their inquiry pool at scale, including those in key markets with prior affiliations with Auburn. EAB also conducted a thorough review of Auburn’s historical data, helping them to expand their search to broader markets with promising future efficiency.
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Results
After two years of partnership with EAB, Auburn University’s new comprehensive enrollment strategy has helped them increase applications by 73% from 2021-2023. This application growth resulted in a 15% increase in overall yield. Additionally, Auburn increased net deposits among underrepresented students by 37% from 2022-2023 and among students with existing affiliations by 11%. Finally, their 23% increase in net deposits among students outside of their primary market reflects Auburn’s strengthened national brand.
As our needs evolve, the collaboration evolved.
Vice President of Enrollment Management
Auburn University
The Evolution of Auburn’s EAB Partnership
Consistent, Strategic Communication Drives Results
EAB’s best practice strategies significantly enhanced Auburn’s marketing effectiveness, improving their outreach and resonance across platforms.
These strategies attracted a broader audience and effectively nurtured prospective students through the enrollment journey, resulting in meaningful growth throughout the enrollment funnel.
Freshman Enrollment Funnel by Cultivate Grade
Full-Time Freshman, Fall
Building a Diversified Inquiry Pool at Auburn
The Critical Role of Nurture Campaigns for Underrepresented Students
Recruitment efforts for underrepresented student populations cannot be limited to a onetime campus experience. Ensuring potential applicants feel Auburn is within reach required strategic, ongoing campaigns to build affinity and awareness.
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134%
Increase in submitted applications from underrepresented students between 2021 & 2023
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37%
Increase in net deposits among underrepresented students from 2022 to 2023
