Max-Grad & College of DuPage Case Study€¦ · strategy aimed at targeting College of DuPage (COD)...
Transcript of Max-Grad & College of DuPage Case Study€¦ · strategy aimed at targeting College of DuPage (COD)...
Max-Grad & College of DuPage Case Study
CollegeofDuPageTeamJaneSmithDir.Enrollment&Registrar
ChuckCurrierVP,InformationTechnology
AnnRondeauPresident
Katherine Thompson Associate Registrar
TomeetthestrategicgoalsetbyPresidentRondeauofincreasingtheYOYgraduationrate,JaneSmithimplementedatwo-prongedstrategyaimedattargetingCollegeofDuPage(COD)Near-Completers:1. Identifystudentswhohavealready
completedtheirprogramofstudy,encouragethemtoapplyforgraduationandreceivetheirdiploma.
2. Identify,communicate,re-engageandrecruitNear-CompleterswhohavenotbeenenrolledatCODfortwosemestersormore.
Theirmethodstoemploythesetacticsweremanual,laborintensiveandprovedasignificantdrainofbothbudgetandhumanresources.EvenafteraninternalretoolingoftheirmethodsbyChuck’steaminIT,theinitiativewasloosingitsappeal-quickly.ChuckandKatherinereachedouttoLexiconNetworkstohelpsalvagetheirprogramandmeetthegoalfortheyear.
1stCampaign:2017Summer
Filter:90%completionofAA
degree
Yield:850Near-
Completers
MarketingCampaign:PersonalizedUSPSmailer
Result:534NEWcreditshourswere
taken
ROI:$72,090newtuitionrevenue
CODpurchasedMax-Gradtoaugmenttheirrecruitmentprocesswithasustainableandcost-effectivetool.Max-GradhelpedCODto:1. IdentifyNear-Completers2. Determinewhichcoursestheyneedtograduate3. Calculatehowmuchtimetheyneedtograduate4. Produceanexecutablelistofvalidatedleads
...enablingthemtocontactNear-Completersdirectlyviaemail,SMStextandsocialmediawithahighlypersonalizedanduniquemessage.
DuringtheSummerof2017CODranthismarketingcampaignleveragingtheMax-Gradprogram.
Filter:75%degreecompletionacross2
degrees
Yield:3,830Near-
Completers
MarketingCampaign:PersonalizedUSPSmailer
Results:•471
studentsreturned
CODfurtherrefinedthepoollist,byGPA,to2,431
•2,736NEWcredits
hoursweretaken
ROI:$369,360newtuitionrevenue
2CAMPEIGNTOTAL=$441,450inNEWTUITIONREVENUE
2ndCampaign:2017Summer
AsaresultofrunningasecondcampaignduringtheFallof2017,CODwasabletore-enrollover471Near-Completerswhocompletedover2700credithours.
Eventhoughthecollegesawa2%dropinnewandpersistentenrollmenttheprioryear,thereturningstudentsfromtheMax-Gradcampaignsconstituteda2.5%increaseinenrollmentthatnullifiedandexceededtheenrollmentdecrease.
Wecallthisthe“Max-GradEffect”
Lets Bring them back!