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.