University of Nebraska Lincoln

Keeping in mind what students really value.

The Challenge

University of Nebraska–Lincoln had a solid marketing strategy that always received strong student interest. Like all institutions across the nation in 2020, however, the team’s tried and true methods of communicating with these students were incredibly disrupted with the rise of the COVID-19 pandemic. The enrollment marketing team knew that if it could deliver customized messages to students based on their interests and goals, they could still bring in their best-fit class.


  • Digital Solutions + Implementation + Reporting
  • Prospective Student Research + Personas + Custom Messaging

The Strategy

  • Strategy
    Enrollment Funnel Analysis
  • Research
    Eduventures® Prospective Student Mindsets™
  • Digital
    Custom Audience Targeting
  • Digital
    Custom Landing Pages
  • Messaging
    Segmented Email Campaign Development
  • Reporting
    Campaign Performance & Recommendations

Encoura teamed up with the University of Nebraska–Lincoln to deliver a digital strategy that aligned perfectly with their brand. The university’s identity and top priority was understanding each prospective student in order to engage and support them while caring for them as a person, and Encoura had just the research and digital solutions to achieve that. Together, Encoura and Nebraska identified the university’s top student personas, produced digital direct response ads, delivered psychographically segmented email campaigns, and created optimized webpages.

The Results

Website engagement 5 times higher than previous campaigns

Thousands of new students visited website

Highest levels of in-state student post-view & post-click interactions

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.

What’s most impressive is that Mindset messaging increased the engagement students have on our website by at least 5 times. Without the website engagement from our digital ads with Encoura, we would not be in our current strong application position.

It worked so smoothly because the Encoura creative team understood our creative intent. The team members hit the ideas out of the park because they were connected to our strategy. That’s exactly what I want in a partner.