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Miami Dade College - Increasing Registration and Enrollment by Showing Prospective Students that "College is More Than Just Books and Classes." |
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Challenge: To develop a digital marketing campaign using online and direct marketing that integrates the campaign with the Miami Dade College (MDC) website and its marketing efforts to increase enrollment.
MDC is the largest college in the nation, with over 160,000 currently enrolled. The college was expanding campus locations and wanted to make sure that they didn’t take their eye off the ball by failing to increase student registration as the expansion was taking place.
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| Analysis: Loop was given existing detailed student demographics to review, along with economic and testing profile data. From this data, we generated a multidimensional picture of the ideal prospective MDC student. To better understand the channels the target audience uses to consume information, we analyzed current interactive trends among MDC’s target audience. Next, we geographically overlaid this information profile targeting high school students in the Miami-Dade County area who were candidates for enrollment at MDC. |
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Solutions: We proposed that MDC use online direct marketing to achieve their information outreach goals to prospective students, and to increase registration among the target group. We recommended an email marketing campaign for the college that would be centered on increasing student enrollments. An eNewsletter was developed, and this solution was designed to track and account for itself as well as for the campaign’s behavior.
Loop designed the “Ready.Set.College.” eNewsletter, aimed at Miami-Dade County high-school students who would be graduating soon. “Ready.Set.College.” provides prospective students with answers to top concerns regarding college education. Written in an informal voice, the objective of this eNewsletter is guidance and showcasing what MDC has to offer.
The eNewsletter tracks the number of readers that go online to register for the various programs. Working as a team with the student enrollment department, we compared the names of the eNewsletter readers that had applied online to those who enrolled.
This allowed MDC to see its return on investment (ROI) from the eNewsletter readers that had enrolled. Once the program broke even, any additional enrollment is simply more positive return on investment.
Loop branded the college image to meet prospective student perceptions. Incorporating value-added content and professional design, the eNewsletter crafted and enhanced the current brand to showcase MDC’s desired message—“College: It’s More Than Books and Classes”. This was achieved by integrating the eNewsletter with the MDC website and its marketing efforts.
The eNewsletter is supported and hosted by the MDC website. The eNewsletter drove the readers back to the website, increasing overall traffic and visits. Loop tracked website visits initiated by the eNewsletter using “click-through” link tracking. |
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| Accountability: Loop tracked the number of readers that went online to register for the various programs. The metrics used by Loop showed increased enrollments for total new students registered, and overall program growth. |
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| Performance: The total number of applications downloaded or requested online was 1,232, and overall program growth increased by an impressive 227%. |
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