How Switching Online Growth Partners Helped Northeastern Increase Online MBA Enrollment +300%
Northeastern University is a private institution based in Boston, MA. They serve ~4,000 graduate students, both online and in-person.
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Opportunity
Northeastern did not see desired outcomes from their OPM vendor and decided to seek a new, full-funnel partner.
Northeastern University was not seeing the increase in enrollments, the transparency, nor the collaboration they had hoped for from their OPM partner. The Northeastern team saw an opportunity to reach their goals by partnering with EAB instead, with the main objectives of lowering their cost of lead acquisition, increasing enrollment in their online MBA (OMBA) program, and innovating rapidly to respond to market changes.
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Solution
EAB helped Northeastern meet their goals through both proven marketing best practices and piloting new, innovative strategies.
With added flexibility and visibility, the EAB partnership provided Northeastern with the ability to innovate regularly. To help Northeastern increase enrollment in their online MBA, EAB’s Adult Learner Recruitment team introduced new lead sources, supported their team in introducing performance-based admissions, piloted the use of AI for hyper-personalized marketing outreach, and launched micro-surveys to learn more about their prospects’ goals, concerns, and intent to enroll.
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Impact
Northeastern saw outsized results from EAB’s strategies, leading to a 386% increase in enrollment in less than two years.
In under two years, Northeastern saw over a 300% increase throughout the enrollment funnel for their OMBA. EAB campaigns influenced 59% of enrollments in 2024, allowing Northeastern to significantly reduce their cost per enrollment compared to costs associated with their former partner.
