Juniata College in Huntingdon, PA squared off against unrelenting demographic trends... and won big.


16% increase in first-year enrollment

Decreased acceptance rate


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. 

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 unique interests. 

Once they were attracted to our microsites, Juniata’s prospective students were able to find relevant information about the things that mattered to them. 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 answered in real time.

We "listened" to prospects, then responded with relevant context and information. For all intents and purposes, we were having real conversations with thousands of high school students 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.

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

  • Average class size of 385 jumped to class sizes of 423, 428, and 446

  • A decreased acceptance rate


“Waybetter learned our institution, helped us bring out the specific best aspects of numerous facets of our academic and student life offerings, and arranged to put our best before prospective students. They have been an exemplary contractor, colleague, advisor, and—most importantly—dissenting voice when needed.”
Gabe Welsch, Vice President of Marketing, Juniata College

If you'd like to learn more about our partnership with Juniata, or about how a more personalized approach to enrollment marketing might be a good fit for your institution, all you have to do is say "hello."