Personalized Digital Marketing Automation Drives Admissions Goals

CLIENT

North Carolina Central University – Admissions Department

OUR EXPERTISE

Digital Advertising

GOAL/OBJECTIVES

Connect with potential students across multiple channels by automating, tracking, and personalizing content to drive paid deposits from applicants.

129k+

Contacts Influenced

RESULTS

Targeted Goals Yield Comprehensive Success

To expedite the application process and enhance paid deposits, our strategic approach prioritized increasing overall awareness. We implemented automated email nurturing featuring customized content tailored to students and parents at various stages of the application journey, complemented by targeted ads to keep NCCU top of mind. Additionally, supplementary event and program support further boosted our outcomes.

129,295

Contacts

Influenced prospective students through campaign support

198

Submissions

Admissions form submissions from direct campaign actions

50%

Increase

Paid deposits for admitted students within 3 months of launch

North Carolina Central University is ranked as a top Historically Black College or University that prepares students to succeed in the global marketplace through flagship programs in the sciences, education, law, business, nursing and the arts. They needed to expand their reach to students within and outside of NC to boost applications and paid deposits across programs but lacked internal capacity to move campaigns.

THE CHALLENGE

The NCCU Undergraduate Admissions leadership team faced a challenge: they might fall short of their year-end enrollment target for committed students.

With admitted students' paid deposits below average and limited staffing, they needed a strategic plan. Their goal? To boost enrollment for in-state and out-of-state students through a foundational campaign that enhances the brand, expands applicant numbers across regions, and ensures sustainability. They sought strategic planning, implementation, and measurable metrics to guarantee marketing success.

STRATEGIC ACTIONS

Engage Students Across Channels for Effective Outreach

Navigating the college decision process can be complex. That's why automation and personalization play a crucial role in reminding students about critical dates and financial aid opportunities. We tailored communications based on students' decision stages and kept parents informed, expediting the process. Our multi-channel approach included email, paid and organic social media (Instagram, Facebook, Snapchat), display ads, SMS texts, and targeted landing pages.