Maximizing Reach with a Multifaceted Audience Generation Strategy

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Maximizing Reach with a Multifaceted Audience Generation Strategy

How One Institution Bolstered Interest and Grew Enrollment After Realigning their List Sources with EAB

Quick Facts

Private university in the Northeast

6,600 undergraduate students

Enroll360 partner (Cultivate, Apply, and Yield Solutions)

The Challenge

Over the course of their longtime partnership with EAB, the university achieved strong growth despite challenging contexts with EAB’s Enroll360 premier solutions: Cultivate, Apply, and Yield. But in 2020, like many other colleges across the country, they experienced a decrease in interest from their national audience. Test taking among prospective students dropped, which, when coupled with uncertainty among students about what their first term would bring, caused the institution’s inquiries to fall by 7% and their enrollment to drop by 9%.

The Solution

Through research conducted with their EAB Marketing and Enrollment Strategic Leader, the university uncovered an alignment between their primary in-state markets and their secondary and tertiary out-of-state markets. They realized that many of their out-of-state markets produced high-affinity inquiries and applicants to the level of their long-primary in-state markets. They also realized that 80% of their inquiries and applicants were in Naviance. EAB then saturated the university’s primary markets by finding and engaging right-fit students through Intersect and Cappex.

The Results

By realigning their alternative list source strategy with EAB’s help and combating declining availability of test-takers the university saw a 15% increase in inquiries, of which 9,300+ were sourced from Cappex and 10,000+ were sourced from Intersect. Among its 10 peer institutions, the university was one of only 4 to increase enrollment and strengthen yield between 2020 and 2021.

Impact Highlights

Entering classes 2020-2021
*As of August 2021

0%

Increase in inquiries

0%

Increase in enrollment

0%

Increase in yield rate

EAB's connected recruitment ecosystem tailored to university-specific goals

Cultivate

Cultivate

Intersect_black-logo
Apply

Apply

Yield

Yield

Expanding the University's reach in top-tier markets through Cappex and Intersect

PNG-ES-Casestudy-audiencegen-graphic1

0%

Students who engaged with both Cappex and Intersect were 101% more likely to apply and enroll

Ongoing strategy refinement leads to strong enrollment goals

Fall freshman enrollment

Entering classes 2010-2021
*As of August 2021

Fall freshman enrollment
Entering classes 2020-2021
*As of August 2021

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