Engaging New Markets to Achieve Enrollment Goals

Challenge

A founding member of the Texas A&M University System, Tarleton State University (TSU) is a growing research university dedicated to excellence, integrity, and respect. This past year, TSU leadership determined to strengthen their enrollment by expanding into new markets. Their strategy involved researching and engaging new student markets and families to strengthen their satellite campuses, their competitive standing, and their progress toward HSI classification.

Solution

To achieve these goals, TSU collaborated with its long-time partner, Encoura, to tap into the latest enrollment data, technology, and marketing strategies. Leaning on both the Market and Competitive Analysis reports within Insights Cloud™, they were able to pinpoint TSU’s strategic market opportunities and develop messaging that would set TSU apart from their competition. With this valuable information, they then launched new digital campaigns – including creating ads in Spanish – to support students and their families across the state.

Funnel Optimization

Strategic Enrollment Consulting

Funnel & Market Analysis

Advanced Student Search

Encoura Combined Data Set

Smart+® Predictive Model

Technology

Insights Cloud™

Enrollment Lens®

Class Planner®

Digital Solutions

Geofencing

Custom Audience Targeting

The data insights that Encoura provides are outstanding. A big reason we’re able to compete with larger institutions is because we are able to make data-informed decisions with our resources.

VP of Enrollment Management

Results

This combination of expert insights and marketing quickly led to strong results across the funnel. TSU’s digital marketing boosted ad actions, website visits, and campus tours. Its market analysis proved accurate through an increase in applications from targeted in-state and out-of-state markets, with a substantial market share increase over competing schools. As a result, Tarleton State University achieved an 11% increase in freshmen enrollment, a 20% increase in Hispanic/Latino first-time students, and a 3-year enrollment increase of 40%.

11% increase in freshmen enrollment

20% increase in Hispanic/Latino first-time students

3-year enrollment increase of 40%

Read More Case Studies

Fort Valley State University: Personalizing Recruitment Drives Enrollment Growth

Fort Valley State University knew engaging the right students with personalized communication would lead to success. This strategy resulted in surpassing their enrollment goal by 18%.

Baylor University: Yielding Students From Freshman Year

Baylor University determined to recruit students earlier in their college search process, strategically leveraging predictive modeling to reach out to freshmen and sophomores. This pivot in strategy paid off as their inquiries soared 23.6%, setting the university up to be in a great funnel position for years to come.

University of Arizona: Connecting Data & Enrollment Goals to Serve Students

The University of Arizona was ready to take their recruitment and marketing to the next level with the goals of breaking into new markets and personalizing communications. Through the right tools and research, the university gained key insights about their students to bring in a strong, diverse, academically talented class.

Huston-Tillotson University: 10-Year Record High Enrollment

Through Huston-Tillotson University's new digital marketing strategy, the university achieved a 10-year record high enrollment, overflowing housing interest, and skyrocketing campus visit attendance.

Get Started

Encoura is ready to connect with you to get started on your best strategy. Learn more about how higher education leaders are better understanding their market to take their institutions to the next level.