Enrollment

Northwood University


Higher education enrollment strategies lead to achievement of Northwood University's goals

3 times as many campus visits in the first few weeks.

7% increase in prospects expressing high interest.

Achieved enrollment goals, reversing a negative trend.

CHALLENGE:

Northwood University is a college that excels in developing free-enterprise leaders who will drive global economic and social progress. To achieve that goal, the school needed to optimize its marketing dollars to assist enrollment efforts.

SOLUTION: 

Our group conducted an extensive research effort for Northwood University. The detailed answers gleaned from our study allowed us to create a comprehensive implementation plan that called for:

  • Identifying and defining its most-likely-to-enroll students.
  • Improving geographic targeting of potential students.
  • Defining student influencers to help reach the right people.
  • Identifying the most compelling message points for students at each stage of the college search process.
  • Improving engagement through enhanced info gathering, short-listing, application and enrollment.
  • Identifying optimal timing and channels for communicating with prospects
  • Creating a strong brand statement.
  • Testing new communications materials such as direct mail, email and collateral materials
  • Creating strategies for prioritizing and optimizing high school outreach.
  • Improving lead generation and tracking tactics.

RESULTS:

Our Authentic Marketing approach generated these transformative and sustainable results:  

  • Increased campus visits threefold over previous year.
  • Current campus visits continue to outperform previous year’s numbers
  • Improved the admissions department’s outreach efforts.
  • Increased in-class survey respondents by 7% over previous year.
  • Achieved enrollment goals for undergraduate, graduate and adult students.
Undergraduate recruiting literature as a part of higher education enrollment strategies
Undergraduate recruiting literature

 

Northwood University DeVos Graduate School direct mail
Advertising display

 

Direct mail for DeVos Graduate School
Graduate direct mail