enrollment campaign case study

EnrollmEntCampaign

Case study

Dan WoyChiCkWoyChiCk design

Chris rahillMagnet Marketing

NortheasterN state UNiversit y

oNe UNiversit y. three campUses.

Since 2005, enrollment had been declining.

-16%

$600,000 re venue

Shortfall projec ted

2007 2008 2009

then things got worse.

so Here’s

WHatWe DiD.

objECtivEs

drive enrollment for fall 2009. Get undecided prospects to

inquire about nSu.

targEt auDiEnCEs

traditional undergrad prospects for tahlequah campus

adult and part-time prospects for all three campuses

Campaign stratEgy

late deciders are overwhelmed by choices.> Make their lives easier by being

a readily-available resource.

nSu is not well-known outside of the region.> focus on shoring up their base.> use multiple communication channels.

Campaign stratEgy

provide incentive for prospects to engage nSu.> Increase interest and drive

measurable response.

Campaign stratEgy

use personality to appeal to young adults.> Be friendly, direct, helpful – and fun!

Campaign stratEgy

focus on limited set of key benefits.> flexible course delivery options> close student-faculty relationships> Best value in the region

Campaign stratEgy

positioning

nSu has the right answers for you.

mEDia stratEgy

diverse mix to reach prospects throughout their day

radio was the anchor medium> Most cost-effective> Best reach/frequency in demographic

mEDia stratEgy

Key tactical support included:> television spots> Google, facebook, web banner ads

direct mail and email to known prospects

limited newspaper

incentive Q&a sweepstakes

> Grand prize: $2,500 tuition waivers> First prize: iPods> Daily winners: t-shirts

WEbsitE

© Northeastern State University, All Rights Reserved. 1-800-722-9614

Can I get a Student Job at NSU? ▲

What kind of financial aid can I get? ▲

What kind of activities are on campus? ▲

QUESTION OF THE DAY ARCHIVE ▲

NSUanswers.com

As someone considering colleges, you have a lot of questions. And you’re not alone. We help people just like you every day get the right answers to questions big and small, whether about NSU in particular, or college in general. Who knows? In the end, you may find out that NSU is the right answer for you.

Post a question and you could win one of our daily, free “Question Of The Day” T-shirts. Plus we’re having special drawings where you could win a free iPod, or even our grand prize: a free $2,500 NSU tuition grant!

When do Fall 2010 class schedules come out?JANE, SALLISAW, OK

Brad, The summer and fall course schedules release together and should be available just prior to spring break! Please look online at http://www.nsuok.edu/Schedules.aspx for more details.MORE ▲

ADMISSIONS ▲ TUITION & AID ▲ MAJORS & COLLEGES ▲ LIFE AT NSU ▲ FALL COURSES ▲

QUESTION OF THE DAY

WILL I FIT INAT NSU?

POST YOUR QUESTION

First Name* Last Name*

E-mail*

Address*

City* State* Zip Code*

Required Fields*

Question*

SEND

Current Student* Future Student*

NSU AT A GLANCE ▲

TAHLEQUAH ▲

BROKEN ARROW ▲

MUSKOGEE ▲

raDioN S U

tElEvision

DirECt mail

9,000 alreaDY Do.

tHe oDDs are in Your

Favor.

Will i Fit inat nsu?

Nonprofit Org.

U.S. PostagePAID

Tahlequah, OKPerm

it No. ???

Go to nsuanswers.com

/tQW

in a $2,500 tuition Waiver!

Northeastern State University600 North Grand AvenueTahlequah, OK 74464

Win a $2,500 tuition Waiver!Send us a question, enroll for Fall semester, and you

could win a $2,500 tuition waiver, or an iPod. And every

day we’re awarding a T-shirt to the person who sends

the best Question of the Day. Contest details online.

Check it out now at nSuanswers.com/Ba.

You’ve got questions about college.Will my credits transfer? Can I finish my degree part time?

How will I fit in? Not to mention: Where do I go for answers?

At Northeastern State University, we handle these kinds of

questions every day. And now we have a website where you

can get prompt and thorough answers. Who knows? In the

end, you may find out that NSU is the right answer for you.

nSuanswers.com/Ba

HoW Will i

PaY For College?

Winning$2,500

Would Be a niCe Start.

Win a $2,500 tuition Waiver!Send us a question, enroll for Fall semester, and you

could win a $2,500 tuition waiver, or an iPod. And every

day we’re awarding a T-shirt to the person who sends

the best Question of the Day. Contest details online.

Check it out now at nSuanswers.com/Ba.

end, you may find out that NSU is the right answer for you.

nSuanswers.com/BanSuanswers.com/Ba

Nonprofit Org.

U.S. PostagePAID

Tahlequah, OKPerm

it No. ???

Go to nsuanswers.com

/BaW

in a $2,500 tuition Waiver!

Northeastern State University3100 E. New

Orleans StreetBroken Arrow

, OK 74014

Does nsu oFFer

classes on niGHts anD WeeKenDs?

Yes.anD Decent coFFee, too.

aDvErtising

questions about college?go togo to nsunsuanswers.comanswers.com

How will i

Pay For College?

winning$2,500would be a niCe start.

What if i What to Major iN?

We’ve got

56 Degree PrograMs.

aND You’ve got PleNtY of tiMe.

Nsuanswers.com

You’ve got questions about college. Which school is the right fit for me? Where will I live? Will I receive financial aid? Not to mention: Where do I go for answers? At Northeastern State University, we handle these kinds of questions every day. And now we have a website where you can get prompt and thorough answers. Who knows? In the end, you may find out that NSU is the right answer for you.

WiN a $2,500 tuitioN Waiver! Send us a question, enroll for Fall semester, and you could win a $2,500 tuition waiver or an iPod. And every day we’re awarding a T-shirt to the person who sends the best Question of the Day. Contest details online.

Check it out now at Nsuanswers.com.

DoN’tKNoW

WorD-of-mouth

rEsponsE managEmEnt

nSu monitors submitted questions and picks “Question of the day.”

nSu enrollment team answers all questions by email within 24 hours.

Weekly follow-up to all responders encouraging further dialog and application to nSu.

results enrollment up 5.5%

> First-time freshman and graduate students up 12%

credit hours up 4.8%> up on all three campuses

EngagEmEnt

over 10,000 clicks via facebook and Google ads (> $1/click).

over 1,000 questions from new prospects on the microsite.

Strong conversion of uncommitted applicants and attrition risks.

EnrollmEnt

april 30 May 15 May 30 june 15 june 30 july 15 july 30 august 15 august 30

9000

8000

7000

6000

5000

4000

3000

2000

1000

0

late aprIldown 600+

2008 2009

auGuSt 5ahead of 2008

May 18campaign Begins

auGuSt 10campaign ends

fall 2009up 483

$1 MillionneW revenue

enrollment Growth =

Five-Fold return on investMent

CaMpaign Costs

inCreased revenue

kEys to suCCEss

campaign integration direct response incentive database management and follow up

collaboration

Questions?

Dan WoyChiCkwoychickdesign.com

twitter: woychick

Chris rahillmagnet-force.com

763-529-9114