Carroll University’s Automated Admissions Nurture Campaign

Informz Success StorySome colleges are faced with declining enrollment. But Carroll University? They’re forecasting an increase in enrollment, indicating that they have mastered the art of targeting the right prospective students. Carroll University uses email marketing as one of the key tools in the admissions funnel and has determined that 18% ...

Informz Success Story

Some colleges are faced with declining enrollment. But Carroll University? They’re forecasting an increase in enrollment, indicating that they have mastered the art of targeting the right prospective students. Carroll University uses email marketing as one of the key tools in the admissions funnel and has determined that 18% of all prospects who open their emails enroll at the Institution.

Clearly, the Carroll University Admissions Office is making the grade when it comes to their email marketing initiatives to prospective students. With Informz, they have implemented an email marketing strategy that supports their goal of building relationships with prospective students, while shifting admissions counselors’ energy to more targeted, personal follow-up. They know exactly the right message to send to the right person at the right time.

How They Did It

Using the Informz API, Carroll University built a web service that integrates Informz with their database, which synchronizes their data, triggers timely email communication,
eliminates importing and exporting of data and writes activity back to the student record. Additionally, the Admissions Office developed a process to use real-time data to determine quantifiable ways of assessing whether or not their triggered emails are contributing to more enrollees at the Institution. As a result they were able to determine that in a year Carroll University receives approximately 50,000 leads and of those, 11,000 request more information from the school. Of the 11,000 requests, Informz reporting shows that 3,600 opened an email from the Institution and 18% of those actually enrolled at the College. Of those who didn’t open an email, less than 5% enrolled.

Their Email Strategy

Carroll University utilizes several triggered email campaigns to push prospects through the Admissions funnel. For example, Carroll runs a recurring campaign that invites prospects to visit the campus. If they open the invitation email, they are then asked if they want to schedule a visit through an email that contains a registration form. They are then sent reminder emails and followups. If they do not respond, triggers are set in the system to contact them again.

Another example is using targeted emails to drive prospects to create a login to their online Portal. They have established a triggered email campaign where after a prospective student creates a login for their Portal, they are sent a series of emails encouraging them to log in again. Carroll University also calculates Predictive Enrollment Points (PEP) for every prospective student. Each PEP score includes Informz real-time reporting data: opens, clicks, forwards and the recipient’s actions are factored, re-calculated nightly and accessible through the student record in their Jenzabar database. The Admissions Counselors use this data to narrow their focus on the prospective students that express the most interest from their online behavior.

The Result

As a result of automating their email campaigns, Carroll University has saved over $15,000 by eliminating some direct mail pieces, five hours of IT staff time and the Admissions Office is now more focused on prospects that are likely to enroll. In addition to the significant savings from using Informz, Carroll University admission counselors are now cultivating stronger relationships by using the email response tracking data. According to Jim Weisman, Vice President of Enrollment at Carroll University, “Resource allocation is really important to Admissions Offices. It comes down to sending the right message to the right person and Informz automates this for us. If you are not targeting, you’re wasting your resources.”

Through sound enrollment management practices and carefully planned email communication strategies, Carroll University is achieving their new student enrollment goals. Since 1992, they have increased their enrollment class by 250%.

Source: www.informz.com