Accelerated Degree Program

summer 2017 enrollment push

As Lindenwood's enrollment period drew to a close, there remained a large list of accepted applicants who had neither begun the enrollment process nor communicated their intention to pursue other universities or opportunities. Lindenwood asked us to engage these applicants with a personal and pressing message to confirm their intentions or get them off the "undecided" fence. We formulated a three-part series of communications. First, these students were sent an email. Of course, they had received multiple emails over the preceding weeks and responded to none of them, so it was important to make the message more pressing than previous communications. At the end of the email, hopefully inspired to make a big life step, they were able to opt-out of future communications, begin the enrollment process, or state they were still "on the fence." Each button elicited a different response from the university. Applicants who stated they were still on the fence were then sent a letter that I ghostwrote for the LU president, stating his individual hope to see each individual student enroll. Additionally, we divided these applicants into buckets and developed social media ads that addressed each bucket's specific hesitancies and pain points.

When it was all finished, out of roughly 300 students, we were able to induce 77 additional enrollments for the Fall 2017 class - a number that was well above expectations and that resulted in a huge boost in revenue.