Finding a “Pocket of Potential” in Summer Enrollment
By: Laura Sheehan
Part 2 of How Small & Specific Digital Enrollment Campaigns Yield Timely Results
In our last post (“Maximizing Deposits After May 1”), we demonstrated how digital marketing campaigns can yield significant enrollment results — especially at key points of the recruitment cycle. As shared there, Calculate worked with Wells College to increase deposits after the May 1 deadline. We created an Admit-to-Deposit campaign that ran 39 days on two social media platforms, yielding nearly 62% of the College’s deposited class. This success shows the power and potential of strategic online marketing.
Summer Enrollment Campaign
In another example, we worked with the University of North Carolina, Wilmington (UNCW) to grow summer enrollment for transfer and late-to-enroll first-year students.
- We interviewed several undergraduate students, including one transfer, to develop storytelling-based ads
- Created 30 Facebook, Instagram, and Twitter Ads with original copy and design, using UNCW photography
- Targeted prospective first-year students, their parents, transfer students, and their parents with demographic and psychographic targeting and via lists of purchased names
- Worked with UNCW staff to build specific landing pages on their website
Because it was late May, we knew that most (but not all) college-bound first-year students would be set with their plans. Knowing we were “playing a long shot,” we went for it, delivering tailored messages to students (and parents) who might still be weighing their options.
The campaign ran from June 6-July 7 with a $3,000 pay-per-click budget. Results were determined by the number of applications and deposits secured over the course of the campaign, which were compared to the number of applications and deposits secured last year during the same time period.
Applications & Deposits
- First-year students: 13 applications (up from 0 the previous year); 3 deposits
- Transfer students: 123 applications (up from 9 the previous year); 30 deposits
In addition to yielding 136 applications and 33 deposits, the campaign:
- Reached 114,370 unique users
- Delivered 413,793 impressions
- Engaged 5,028 users who clicked to landing page
A great deal of the success is due to the UNCW staff, especially Marcio Moreno, director of admissions, and Cynthia Lauren Scott, associate director of admissions, who oversaw the partnership. In a campaign of this nature, timing is everything. The UNCW team was highly responsive to our needs and kept things moving quickly. I am convinced that any delays would have resulted in fewer applications and deposits.
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- Your School’s Distinctive Success Story: Why & How to Market It
- Inspiring Students throughout the Recruitment Process
- Part 2: Students Say Your Website Can Make or Break Their Enrollment Decision
- Part 1: Students Say Your Website Can Make or Break Their Enrollment Decision
- The #1 Thing You Can Do for Enrollment
- Finding a “Pocket of Potential” in Summer Enrollment
- How Small & Specific Digital Enrollment Campaigns Yield Timely Results
- Decision Day and Beyond: How Digital Marketing Can Reach Prospects at Critical Points in the Enrollment Cycle
- An Enrollment Management Strategy to Offset the Federal Overtime Rule
- Community Colleges Offer Strong & Specific Value: Tell It & Sell It through Success Stories
- Inbound Inquiries are High Yielding Inquiries
- Is a High Bounce Rate Really Such a Bad Thing?
- Student Satisfaction and the Bottom Line
- Getting a Handle on Your University or College’s Social Media Strategy
- The Value of Content in a Higher Education Website
- Digital Advertising for Colleges and Universities: Don’t be Impressed by Impressions
- Enrollment-Driven Higher Ed Websites: A Recruitment Solution
- The Power of the Human Story: In Enrollment Campaigns & In Life
- Recruiting Adult Learners on Their Terms
- Community College Recruitment: Breaking old Stereotypes via Student Success Stories
- Part III: How an Enrollment-driven Website Can Serve Higher Ed Recruitment
- Part II: How an Enrollment-driven Website Can Serve Higher Ed Recruitment
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- The 2016 Internet Trends Report: 4 Takeaways for Higher Ed Recruitment
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- From Enrollment Professional to Parent: My New Insights into the College Search Process
- Does your Higher Ed Website Work For or Against Enrollment? Three Tips to Assess its Recruitment Effectiveness
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- Calculate’s Web Recruitment Strategy Recognized at Global Marketing Forum
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- 6 Tips to Guide your Decision when Hiring a Digital Marketing Firm
- Content is the Driving Force Behind a Successful Higher Ed Website
- Your Website Isn’t a Project. It’s a Perpetual Work in Progress.
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