Anderson University

Engaging Students in a Digital World

The Challenge

Anderson University had recently launched new, quality undergraduate and graduate programs with flexible learning options to best serve non-traditional students. The university’s new Director of Marketing & Communications for Online and Graduate Programs was charged with creating market awareness of these programs to attract new students, while also facing the adverse effects that the COVID-19 pandemic had on student interest in higher education.  With the right higher education technology platform and digital marketing strategies, the university was confident that it could still reach new student markets and hit their enrollment goals.

Solutions

  • Digital Solutions + Implementation + Reporting
  • Market Research + Funnel Analysis + Custom Messaging

The Strategy

  • Strategy
    Enrollment Funnel Analysis
  • Strategy
    Program Trends, Online Provider, & Labor Market Data Analysis
  • Digital
    Custom Audience Targeting
  • Digital
    Geofencing
  • Digital
    Over-the-top TV
  • Messaging
    Marketed Newly Launched Programs
  • Reporting
    Campaign Performance & Recommendations

With specific goals in mind, Anderson University reached out to Encoura to collaborate on a strategic plan that would increase overall summer and fall enrollment for their online and graduate programs. The university embraced Encoura Digital Solutions to reach and engage prospective students in new ways, forging connections despite the pandemic. Working in unison, Encoura and Anderson laid a foundation of program and market research upon which they were able to launch incredibly successful custom audience targeting, geofencing, and TV streaming digital campaigns to promote their new program options.

The Results

23% increase in summer 2020 non-traditional & graduate enrollment

16% increase in fall 2020 non-traditional & graduate enrollment

Strengthened pipeline from local technical school with articulation agreement

Despite a worldwide pandemic that threw doubt into the minds of millions of students considering college, the University of Nebraska–Lincoln integrated Eduventures® Student Mindsets™ throughout its marketing strategy to grow to a strong application position and experience its highest levels of student engagement in years. The university continues to partner closely with Encoura to deliver student communications customized to what they individually value most in a college, ensuring that they feel supported and known. After seeing thousands of new students visit their website and digital engagement that surpasses industry benchmarks, it’s clear that prospective student research with customized messaging and the right digital channels helps students see themselves enrolling at the university.

“The most valuable information [from the Encoura Platform] is the deep dive into market research that we do not have the time nor resources to access—pertinent information that is needed to evaluate new and existing programs. We analyze the data and current higher ed trends to align our programs, marketing, and recruiting strategy, as well as to anticipate growth areas.”