Springfield
Two Years In, Building Something That Lasts
The Challenge
Springfield College, a private institution on 100 acres in Springfield, Massachusetts, with roughly 1,800 undergraduate students, was heading into the 2025 recruitment cycle coming off a difficult year. Applications had declined and deposits had fallen.
While competitor schools chased quick fixes like direct admission, Springfield’s enrollment team went looking for something harder to find and more valuable: a partner willing to do the hard work of implementing a full-funnel strategy from the ground up—one that combined the right process, the right strategy, and the sustained effort required to actually move the needle.
The Turning Point
When Springfield engaged Waybetter ahead of the 2025 cycle, the goal was straightforward: build a stronger pipeline and convert a larger share into enrolled students. Waybetter got to work immediately, building a full-funnel, multi-channel plan to engage students from sophomore year all the way through their first day of classes.
The Work
Working closely with the Springfield enrollment team, Waybetter delivered:
- A sophomore-to-census ecosystem built in Slate spanning the full enrollment journey — email and text message communication flows, personalized portals at every stage, supportive print and digital advertising — ensuring every prospective student had a consistent, connected experience from first contact through the start of classes.
- Plus, a parent journey that complements the student’s, with communication and a portal delivering personalized, real-time experiences to them too — accessed by 41% of Fall 2026-deposited families.
The Results
Two years in, the numbers tell a story worth telling.
When Springfield brought Waybetter on board, deposits had stalled. What followed was two consecutive years of growth—and a class that’s not just bigger, but better.
Compared to before the partnership:
- Applications rebounded 11% in year one, reversing a prior decline
- Deposits have grown two years running — 450 to 509 to 534 — the highest total in at least four years
- Admitted Student Day registrations hit a multi-year high, up 11% year over year
- Discount rate down, class quality up — Springfield is enrolling more students and doing it more efficiently
Since partnering with Waybetter, deposits have grown 19% — while the discount rate has gone down. More students at a lower discount.
Our Admitted Student Day has gotten so big we've had to move panels around — spaces on campus aren't big enough anymore. If we break 300 registrants, that would be the first time in a number of years. You guys have been a huge help.
The Road Ahead
With two years of deposit growth on the books, Springfield is well-positioned to build on this momentum. Waybetter is continuing to refine the student experience and the goal is the same as it’s always been: make it as easy as possible for the right students to find Springfield, feel wanted, and enroll.