Max-Grad & College of DuPage Case Study€¦ · strategy aimed at targeting College of DuPage...

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!