While Jay was influenced by beer, I’m heavily influenced by military strategy. You might be asking why does this matter? I am a retired Naval Officer, and I must admit that I look frequently at these campaigns similar to fighting battles. At Drury, we engaged in guerrilla warfare, cyber-intelligence, psychological warfare, and we sent drones into Chicago with our bannerDIRECT™ solution because we didn’t have troops there.
The campaign’s success was in large part due to the behavioral scoring of the inquiry pool in later stages of the communication flow. But, I’d be very naïve if I thought it was us alone that helped Drury have this banner year. There were a lot of initiatives that made it successful. First and foremost were the leadership and command and control efforts. Jay Fedje is a fine strategist. He had a great plan, and he stuck with the plan. Enrollment Fuel was a great tactician that joined the effort after a clear plan was developed. We used the tools of pre-targeting and behavioral scoring to really give the counselors and director the tools they needed to be successful.
Much of the success of this campaign goes to the acumen of Evan Ray, Jay’s 10-year Director of Admissions and enrollment management veteran who saw that he needed to do something more with the keen insight than his team was accustomed to doing. He took action and led much of the key follow-up to the intelligence that was being provided by our clickCAPTURING™ solution. This was the intelligence that was alluded to above. Evan knew that in the end, it’s people who recruit people, and he had to do something with the data that was being continuously supplied by our insightful reporting.
“I really appreciate the personal touch that Enrollment Fuel has given us over these last few months,” shared Ray. “There is a true partnership, with creative problem-solving that has been lacking with other partners.”
No more military metaphors and references to craft beer. Drury simply had great leaders, a great plan, and great tools. Their leadership was in alignment, and they took risks. Today, they are seeing the rewards of their efforts and are planning on expanding to other markets. The grass is sometimes greener in other markets.
Mike Wesner is the founder of Enrollment Fuel and is a retired Navy Commander who loves working with great strategists in Enrollment Management. You can reach Mike at email@example.com.