Embracing Change With Agility To Attain Record Growth

Challenge

Indiana University Indianapolis (IUI) is its city’s premier research university — an institution at the forefront of innovation and discovery. With ambitious enrollment goals, a new CRM, a challenge to revamp all communications, a reimagined application process, and recent brand strengthening efforts, the IUI team had to learn to quickly adapt to new methods of engaging students and families to increase enrollment. Aligning with its institution’s values, IUI also kicked off the year with a renewed commitment to serving its own backyard in Indianapolis.

Solution

IUI knew that speed of strategy adoption and execution was essential to creating the momentum it needed to successfully meet students’ needs throughout the recruitment process. It turned to its enrollment partner, Encoura, who it trusted to both assist in developing effective strategies and to work alongside the IUI team to help implement them. Backed by expert guidance and an extension of its team, IUI redesigned and segmented its traditional and digital marketing campaigns to speak to specific student personas, leveraged technology to support interested students from local public high schools, and applied predictive modeling to its student search to ensure it invested resources in students most likely to enroll.