Connecting with Students in a Pandemic
Challenge
Each year, Randolph-Macon College’s enrollment team brings in a great class of new students by strategically leveraging their new ideas and partnerships. When the COVID-19 pandemic affected the strategy they were planning on implementing, they stayed true to those strengths. The Randolph-Macon team reached out to Encoura Digital Solutions to meet prospective students where they were, certain that the right messaging on the right channels would bring in another strong class.
Solution
Randolph-Macon needed a strategy that would help it hit its enrollment goals despite the obstacles brought on by the pandemic. With high school students reconsidering college plans and transfer students taking classes virtually, the college knew that digital marketing would help them reach students—and their families—at home. The college turned to their partnership with Encoura Digital Solutions to launch a custom digital strategy of custom audience targeting and YouTube messaging to successfully engage students and drive applications.
Strategic Enrollment Consulting
Funnel & Market Analysis
Custom Audience Targeting
Custom Landing Pages
Segmented Email Campaign Development
Campaign Performance & Recommendations
Enrollment Lens®
Class Planner®
Results
Randolph-Macon’s ability to quickly pivot strategies and to rely on their partnership with Encoura led the college to exceed their campus visit expectations, first-year student application goals, and overall enrollment from the previous year–despite the pandemic. With expert market insight and strategy advice from Encoura Digital Solutions, the Randolph-Macon enrollment team successfully engaged and supported families amidst the uncertainty surrounding COVID, and delivered relevant messaging to help prospective students see themselves at home at the college. While looking forward to implementing more video content on YouTube as they continue to work with Encoura in the upcoming year, Randolph-Macon College understands and embraces that the right digital family outreach will continue to be a key element for any institution to engage and enroll future classes.
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