Designing Effective Drive-to-Apply Campaigns

During the 2015-16 school year, colleges and universities are expected to award 1.8 million bachelor’s degrees. As the class of 2015 views submitting 30 or more applications as an expected practice, you’re likely processing no shortage of applications each year.

The good news: There’s a way to improve the quality of these applications to make the best use of your admissions office’s resources.

Schools like Milwaukee School of Engineering (MSOE) are leveraging drive-to-apply campaigns—cohesive programs with all integrated marketing communication elements driving well-informed students to start the application process—to help qualify their applicants, ensuring they’re spending time and money engaging with the students who are most likely to enroll. During a recent webinar, Seandra Mitchell, Director of Traditional Admissions at MSOE, joined Suzanne Sharp, Executive Director of Enrollment Marketing Consulting at Liaison, to share details about the drive-to-apply campaign that helped MSOE:

  • Grow enrollment applications through a 17% increase in 2016 compared to 2015—an increase that helped them exceed their goal of 2,500 applications.
  • Grow traditional enrollment nationally by increasing their out-of-state population from 30% in 2015 to 37% in 2016.
  • Drive traditional nursing enrollment, increasing nursing applicants by 43% and enrollment by 41% in 2016.

View the webinar recording here and download the presentation slides here to gain insight into how to develop your own drive-to-apply campaign. During the session, Seandra and Suzanne share best practices from schools like yours, answering such questions as:

  • Who should our drive-to-apply campaign target?
  • What types of incentives work best?
  • When should we launch a drive-to-apply campaign?
  • Why does relevance matter?
  • How does branding and identity factor in?

Want to explore the Enrollment Marketing Platform (EMP) that helped MSOE scale to offer a relevant, targeted and highly customized drive-to-apply campaign? Sign up for a personalized demo of EMP here to experience a drive-to-apply campaign from a prospective student’s perspective.