Student Connections That Achieve Record Enrollment

Challenge

As Virginia’s largest public research university, George Mason University is intentional about prioritizing student needs from the moment it starts reaching out to prospective students. Each academic year, there are ambitious enrollment goals to supersede the previous year’s class size without sacrificing academic quality. This year, the team members were especially focused on proudly promoting their university’s rebrand efforts while strengthening their out-of-state markets that had flattened during the pandemic and continuing to achieve strong in-state enrollment.

Solution

George Mason teamed up with its long-time partner, Encoura, to set up student search and marketing strategies that would best achieve its enrollment goals. It leaned into the market and competitive analyses in Insights Cloud™ to understand its markets, empower the admissions team to own their assigned recruitment territories, and strategically plan the travel season. These insights – in addition to Eduventures® research – also informed its marketing strategy as it launched multimedia experiences to engage students and their families across channels with messaging that would best resonate with them.