Case Study: Lenoir-Rhyne University Finds the RIGHT Students
Lenoir-Rhyne University is located in Hickory, NC. Established in 1891 by Lutheran pastors, the school has a rich culture. In March 2008, the school became a university and now has a satellite campus in Asheville, NC for graduate students.
Rachel Nichols is Vice President of Enrollment Management. For many years, enrollment grew until it peaked at around 400 students, before dropping to 380 in 2017.
In the year the drop occurred, five members of the staff had reviewed approximately 6000 applications. As Nichols considered this, and every other aspect of the department’s effort to bring in their class, she came to an important conclusion. “We needed a campaign that would reveal the right students and allow us to focus our efforts on recruiting them,” said Nichols. Nichols had not previously used enrollmentFUEL as a Student Search partner but was familiar with the company and interested in what microSEARCH™ could do for Lenoir-Rhyne.
A microSEARCH™ campaign is smaller in scale than a traditional campaign. It can be rapidly deployed, with any or all of the tactics used in Student Search, such as digital advertising, email, social media and direct mail.
Lenoir-Rhyne’s microSEARCH™ campaign was a success in that it helped generate meaningful introductory conversions with students and parents, as well as providing information about who was actively considering the school. Using the data generated by enrollmentFUEL’s clickCAPTURE™ technology, the admissions team refined their approach to focus on the students most likely to attend the institution. Because of their efforts, the team had the most successful recruiting year in their history with a 20% increase, resulting in 522 deposits.
For more in her own words, read Vice President for Enrollment Management, Rachel Nichols’ testimonial.