Kentucky Wesleyan College (KWC) partnered with enrollmentFUEL to enhance its student recruitment efforts for the 2023-2024 enrollment cycle. Through a multichannel digital marketing campaign, predictive analytics, and strategic engagement, the initiative aimed to increase inquiries and drive applications.
CLIENT-PARTNER NEEDS
Kentucky Wesleyan College (KWC) is a private, liberal arts college located in Owensboro, Kentucky, dedicated to providing a student-centered learning experience. To strengthen its enrollment strategy for the 2023-2024 cycle and beyond, KWC partnered with enrollmentFUEL to execute a targeted Student Search campaign aimed at increasing engagement, brand recognition, and application conversions.
CAMPAIGN PROMISES
The partnership was established with a clear goal: to enhance KWC’s student recruitment efforts through a multi-faceted digital marketing campaign, predictive analytics, and a robust communication strategy. Specifically, enrollmentFUEL committed to:
- Implementing a Behavior and Predictive Scoring model within KWC’s Slate CRM to identify high-interest prospects.
- Launching Senior and Junior digital advertising campaigns to engage potential students early in their college decision journey.
- Using matchBACK tracking to identify students engaging with KWC’s website outside of direct campaign interactions.
- Providing strategic consulting and training to improve communication effectiveness and recruitment outcomes.
CAMPAIGN SUMMARY
enrollmentFUEL worked closely with KWC’s admissions team to develop a data-driven, multi-channel marketing approach. The campaign included:
Senior Digital Ad Campaign
September 2023
- Targeted prospective students using College Board and Encoura data.
- Display and social media ads ran for one month.
- Email campaigns were integrated to reinforce messaging.
Junior Digital Ad Campaign
January 2024
- A data-driven approach using historical enrollment trends to refine the target audience.
- Display and social media ads were leveraged to enhance engagement.
- Emails and landing pages directed students to learn more about KWC.
Predictive Modeling & matchBACK Implementation
- Behavior and Predictive Scoring tools in Slate allowed counselors to focus on highly engaged prospects.
- matchBACK tracking captured inquiries from students who bypassed direct emails and ads, ensuring no lost engagement opportunities.
Campaign Collateral
CONCLUSION
The partnership between Kentucky Wesleyan College and enrollmentFUEL showcased the power of a data-driven, omnichannel enrollment marketing strategy. The results confirmed the effectiveness of predictive analytics, targeted digital advertising, and strategic email communication in improving student engagement.
Through strategic innovation and data-driven insights, enrollmentFUEL successfully positioned Kentucky Wesleyan College for sustained enrollment success.