Shifting demographics are adversely affecting enrollment at many small private colleges across the country. Pennsylvania has been hit especially hard. Juniata wanted to make sure they could continue to thrive in this changing landscape, so they called Waybetter.
In three complete cycles, Juniata’s average class size of 385 jumped to class sizes of 423, 428, and 446.
JUNIATA COLLEGE: MORE STUDENTS DESPITE A DEMOGRAPHIC DROUGHT
The Whole Story
Juniata had a banner year in 2008, bringing in more applications than ever before. But then, shrinking populations in their primary recruiting territories caused a downturn. Juniata asked Waybetter to help enroll students who would be drawn to their high academic quality despite a lack of name recognition.
We began our collaboration with Juniata the same way we begin with all our clients—by getting to know as much about them as possible. This necessary step helped us personalize the first wave of email and print messaging to prospective students. These communications invited prospects to further explore Juniata at a microsite that looked and felt like Juniata’s own website, but with information tailored to every single prospect’s interest. The microsite is the beating heart of our thee-step approach:
Once they were attracted to our microsites, Juniata’s prospective students were able to find relevant information about their academic interests. And we were able to ask them more questions—Were they interested in student life? Were they concerned about cost? Did they want to know about Juniata Athletics?—that we were instantly able to answer. We listened to prospects, then responded with relevant context and information. For all intents and purposes, we were having real conversations with thousands of prospects on a one-on-one basis.
But the interaction didn’t end at the microsites. Next, we launched a series of triggered emails that changed depending on what we had learned about each student. Finally, we delivered the leads to Juniata for follow up and nurturing throughout the entire enrollment cycle.
The Happy Ending
We couldn’t be more pleased with the results. Juniata increased their total number of students while simultaneously becoming more selective. They saw:
· A 16% increase in enrollment
· A decreased acceptance rate
If you'd like to talk a little more about how we helped Juniata, or how we can help you, please let us know.