Overview
Concordia University Texas faced challenges in its enrollment marketing strategy, struggling with disconnected systems, inflated inquiry numbers, and a lack of strategic focus. To address these issues, Concordia Texas signed on with Liaison Enrollment Marketing (EM) to create a more integrated and data-driven approach. By incorporating Liaison TargetX (CRM) and Liaison Othot (advanced analytics platform), EM helped Concordia Texas improve inquiry management, strengthen engagement efforts, and optimize financial aid strategies, leading to increased inquiries and a stronger enrollment pipeline.
The Challenge
Addressing Fragmented Enrollment Efforts
Before partnering with EM, Concordia Texas’ admissions and enrollment marketing efforts were disjointed. Inquiry numbers were inflated due to inefficient tracking, making it difficult to identify genuine prospective students. The university
also lacked a strategic approach to engaging students at the top of the funnel, often competing with larger institutions that had more resources. Additionally, outdated processes led to slow response times, weakening Concordia Texas’ ability to convert inquiries into applicants.
According to Vice President of Enrollment Management, Marketing, and Communications Elaina Jackson, Ph.D., APR, “Before, we had a lot of systems that didn’t talk to each other, and so there were gaps. We were trying to do a lot with just one piece of the puzzle. When you’re working with a partner like Liaison, you’re engaged at every stage of the recruitment process.”
The Solution
Implementing a Data-Driven Strategy
Concordia Texas began working with Liaison’s Enrollment Marketing team as part of a broader effort to create a unified enrollment strategy. By implementing EM, the university transformed its marketing approach. Not only did EM streamline digital communication and inquiry management, but it also brought a tangible, personalized touch to outreach with variable print—empowering Concordia Texas with a comprehensive search package from the name-buy process to campaign management and detailed reporting.
EM’s print offering helped the university make a stronger impact. For example, Concordia Texas deployed the deposited box campaign, which helps prevent summer melt by delivering custom print pieces that students and their families can share and use, such as framing acceptance letters or displaying an acceptance poster. With the seamless integration of physical and digital outreach, the university redefined its full-funnel engagement.
As a result of working with EM, Concordia Texas also strengthened its ability to respond quickly to student inquiries. Admissions counselors had access to real-time insights, allowing them to prioritize outreach efforts effectively. “We know that students are more likely to enroll in the institution that contacts them first,” Dr. Jackson noted. “And if you’re not the first to reach out, you risk being put at the bottom of their list. EM ensures our response is immediate and intentional.”
In addition, Concordia Texas uses Othot’s predictive analytics tools to identify high-propensity students and inform financial aid strategies. This helps the university allocate merit aid more effectively and maximize yield while maintaining sustainable discount rates.
The Outcome
Achieving Measurable Improvements in Enrollment Marketing
The partnership with EM resulted in significant improvements in Concordia Texas’ enrollment marketing and student engagement. Inquiry tracking became more accurate, as the university shifted from looking at inflated inquiry numbers (approximately 19,000) to focusing on a genuine number of “true” inquiries (about 6,000). In the second year of collaborating with EM, inquiries increased by approximately 300, demonstrating early positive momentum. Applications also grew by 3%, admits increased by 9%, and yield rates improved by four percentage points. These improvements across the funnel demonstrate the effectiveness of EM’s strategic, targeted approach in boosting enrollment outcomes.
Concordia Texas also improved its speed-to-lead, ensuring that students received timely and relevant communications. With EM’s seamless campaign execution, the university provides students with personalized content tailored to their interests. “Students today expect a personalized experience, similar to how they interact with other brands. We wanted to create that same level of engagement,” Dr. Jackson explained.
Additionally, financial aid optimization played a crucial role in Concordia Texas’ success. By leveraging Othot’s insights, the university achieved a higher net tuition revenue per student while keeping discount rates in check. The combination of data-driven decision making and strategic communication enhanced both recruitment efforts and financial sustainability.
"We’ve always felt that Liaison is just as committed to the work as we are; the team always makes the system fit our unique needs. I don’t see us pivoting away from this partnership anytime soon—we want to deepen and grow it.”
Looking Ahead: Expanding Engagement and Personalization
With a strong foundation in place, Concordia Texas is focused on expanding its use of EM’s variable print and digital strategies to further refine its enrollment marketing. The university plans to analyze data from its new tuition structure to enhance merit aid strategies and continue optimizing engagement efforts. Concordia Texas is also exploring Liaison’s Centralized Application Service for graduate programs, GradCAS, to strengthen graduate program marketing and improve the applicant experience.
Dr. Jackson emphasized the importance of Liaison’s ongoing support, stating, “We’ve looked at adding GradCAS, and the reason we continue to explore Liaison’s products is because of the level of support we’ve received. No technology is perfect out of the box, but Liaison has been a true partner, working alongside us to make the system fit our needs.”
As Concordia Texas continues to expand its relationship with Liaison, the university is committed to leveraging data and technology to create a more personalized, effective, and competitive enrollment strategy across student populations. Thanks to Liaison’s integrated approach to enrollment marketing, Concordia Texas has positioned itself for long-term success in an increasingly competitive higher education environment.
About Concordia University Texas
Founded in 1926, Concordia University Texas is a private liberal arts institution dedicated to empowering students through critical thinking, skillful service, and holistic development. Concordia Texas encourages fearless exploration and vocational discovery through:
- Diverse academic offerings at seven colleges and schools provide 30+ areas of study, including nursing, business, and ministry, all grounded in the liberal arts.
- Student-centered learning with a 15:1 student-to-faculty ratio, ensuring small class sizes for personalized attention and mentorship.
- A commitment to access and inclusion, with 31% of students identifying as first-generation.
- Flexible and career-focused programs— including customizable undergraduate majors, competitive graduate programs, and specialized pre-professional tracks—prepare students for leadership in their chosen fields.