Surpassed enrollment targets by 17% over the 3-year contract.
Enrollment Soars when Corporate Images’ Spearheads Gateway Recruiting Effort
In spite of Gateway Technical College’s fine programs that supplied employers with high quality employees, the college found itself with a problem – enrollment was shrinking.
Gateway contracted with Corporate Images for three years to increase enrollment from 3,460 to 4,200 FTE’s and to develop a means of monitoring marketing results. After discovering causes for enrollment drops, Corporate Images devised a plan to: 1) engage faculty and staff in direct promotion, equipping them with marketing materials, honing their sales messages and motivating them to attend recruitment trade fairs and open houses, 2) appeal directly to target audiences, including parents of prospective students, high school counselors and distinct student types. Corporate Images crystallized core messages, presenting them through advertising in local newspapers, transit signage, cable TV and direct mail packages. Efforts were monitored by Corporate Images’ feedback systems, allowing for fine-tuning each program.
Corporate Images surpassed enrollment targets by 17% over the 3-year contract. The first year yielded an 11% increase, year two – a 17.1% increase, and year three – a 15.6% increase. The VP of student services said, “A one-to-one marketing approach really got students on campus. Rather than taking a shotgun approach, we targeted and tracked specific groups of people.”