Increasing enrollment rate

A university used audience insight to sharpen recruitment strategy, improve messaging, and build support for a targeted advertising campaign.

the challenge

Freshman enrollment was declining. Although the university understood who it wanted to reach, it was less clear how to get into prospective students’ consideration set and what messages would be most motivating.

our approach

Conducted qualitative and quantitative research with high school juniors and seniors, guidance counselors, parents, alumni, and community residents.
Identified perception and awareness issues across these audiences.
Collaborated with the university’s advertising agency to translate the findings into messaging and tested and refined advertising options with prospective students.

the impact

The research clarified where the university faced awareness challenges versus perception challenges and provided creative direction tailored to each key audience.

The university adopted a new strategy for increasing enrollment and used the combined qualitative and quantitative evidence to build internal support and secure funding for a targeted advertising campaign.

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