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

As a result of the seamless collaboration between the university and Encoura, Anderson University implemented the latest digital marketing solutions to reach new markets of students–despite a pandemic–and surpass both their summer and fall non-traditional and graduate enrollment goals. After successfully creating market awareness about “AU Online,” driving interest from local technical schools, and increasing overall enrollment, the institution is confident that the right market insights and digital solutions expertise will continue to enable them to navigate higher education recruitment landscape changes with ease and to connect with their best students for years to come.

“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.”