University of Notre Dame Mendoza College of Business
Significant Growth in Right-Fit Students Across Enrollment Journey
University of Notre Dame Mendoza College of Business has accomplished significant elevation in their graduate programs’ class profiles and the number of enrolled students since deploying the Smarter Marketing and Recruitment Playbook methodology. After consecutive years of decreasing performance across each phase of the enrollment journey, from prospective student inquiries to started applications, to submitted applications and enrollment, the marketing and enrollment performance turned to growth and delivered growth for consecutive applications cycles. Growth in each phase of the enrollment journey across the graduate programs has been realized, including:
- 25% increase in started applications
- 29% increase in submitted applications
- 30% increase in enrolled students
- 11% increase in female students enrolled
- 13% increase in underrepresented minority students enrolled
Key components of the successful implementation of the Smarter Marketing and Recruitment playbook included developing insightful and actionable prospective student personas to enable precision targeting, meaningfully distinct message hierarchies to elucidate program-level value propositions, deeply understanding each stage of the enrollment journey and developing and leveraging a digital marketing campaign performance dashboard to robustly understand what stories and digital ads are resonating and not resonating with the target audience to enable ongoing optimization of campaign performance. Employing the Smarter Marketing and Recruitment Playbook enabled University of Notre Dame Mendoza College of Business to deliver the right message, at the right time, on the right device to the right prospective student to help attract and shepherd them through the enrollment journey in a very personalized way. The results have been exceptional and recognized as the American Marketing Association Marketer of the Year.
To learn more about the Smarter Marketing and Recruitment Playbook employed at University of Notre Dame Mendoza College of Business and to discuss the potential application of the playbook to your firm or institution, please complete the contact us form to get started.
