Yielding Students from Freshman Year

Challenge

Baylor University, an R1, Division 1, faith-based institution, developed a reliable recruitment and communication strategy for engaging high school seniors. However, enrollment team members knew that the next step to enroll their best-fit students was to refocus recruitment and marketing efforts from seniors, who had usually already made their college decisions, to younger students earlier in the college search process. Baylor knew that in order to optimize enrollment over the next few years, it needed to team up with a reliable enrollment partner that served as part of its team, focusing combined efforts on engaging freshman and sophomore students from the beginning of their high school journeys.

Solution

In order to successfully execute a multi-year endeavor to increase freshman and sophomore inquiries, Baylor teamed up with an enrollment partner who understands long-term strategy and has the advanced technology to support its plan: Encoura. With this enrollment consulting expertise, Baylor gleaned new methods of adapting its recruitment strategy to the behavior of today’s early high school students who are often stealthy, researching colleges earlier than they reveal. Additionally, the university’s enrollment team leveraged Encoura’s Smart+® Predictive Model to focus its engagement efforts on freshman and sophomore students most likely to enroll.