A public 4-year institution has long enjoyed healthy enrollments in both on-campus and distance programs. The university was recognized as an early leader in distance education, built on a network of satellite education centers located across the state and throughout the United States.
Their Global Campus plays a critical role in the school’s quest to serve students across the country. Offering over 200 undergraduate and graduate programs, Global Campus is tasked with recruiting and admissions for students online and at their 20 satellite campuses.
As distance education transitioned into online education, the university’s satellite campuses and Global Campus programs experienced a significant reduction in enrollments. The university’s Global Campus leadership knew it needed to grow brand awareness and create program-specific marketing for its online undergraduate and graduate programs to compete in a more crowded and sophisticated landscape. The school needed a trusted partner that could align with the existing brand while bringing a deep understanding of non-traditional, online, and working adult students.
To overturn the university’s declining enrollment path, EducationDynamics (EDDY) tapped into its extensive knowledge of non-traditional, online, and adult students to implement a digital marketing approach, leveraging high-converting channels such as paid search and paid social and focusing on prospective students that were more likely to enroll. EDDY first created brand awareness campaigns and program-specific marketing for the university’s online undergraduate and graduate programs. Specific regional targeting focused on growing the university’s in-state presence.
In addition to EDDY’s digital marketing strategy, prospective students were nurtured from inquiry to application to optimize conversions and increase enrollments.
EDDY’s unmatched understanding of the adult and online student audience, paired with higher education marketing expertise, quickly produced results for the university. Within the first year (2020-2021), the school achieved over 200% growth in inquiries and 133% growth in inquiries in the second year on top of the initial year’s growth. For the first time in ten years, the university experienced enrollment growth. The school quickly recognized EDDY as a trusted partner, valuing a shared mission, open communication and transparent reporting.
The relationship we have with EducationDynamics is the cornerstone of their success. They come to the table with all the talent you’d expect from an agency with the national reputation they have built in the adult learners market. What sets them apart from others, however, is their deep understanding of nontraditional higher education and the adult learner. EDDY leverages their knowledge to reach and nurture each student, driving actions that lead to enrollment. Simply put, from inquiry to enroll, they understand the journey at each stage, and they employ strategies that work by influencing action. They are able to employ the full list of digital strategies that support this effort. All of this is great, but then on top of this, they support us with the most phenomenal team that I’ve ever worked with in a partner relationship. Communication, support, reporting, collaboration and delivery of results are unrivaled. They are trusted mentors, teachers, colleagues and partners—critical team members—that help us produce and deliver the results our university community expects from our office. During my 20 plus years as a senior leader in higher ed marketing, EducationDynamics at the very top of the list in actually delivering or in over delivering (which is the more appropriate word). They are indeed the quintessential partner.