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Marketing Strategy and Website Redevelopment for Major University

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The Problem:
During the 2001 – 2005 period, Florida International University’s College of Engineering and Computing had experienced moderate enrollment growth, mostly due to new program development. At the graduate level, however, enrollment growth had been negligible. To further aggravate the situation, no new graduate programs or increases in merit-aid were planned for 2006 and 2007, creating a problem for future growth during that period. At that time, Mr. Alvarado was brought in as Director of Marketing and Enrollment Management with a focus on graduate program growth.

The Strategy
A strategic recruitment plan was developed and designed to produce a one year turn-around. The plan revolved around four key areas:

  1. Redevelopment of recruitment pieces and materials
  2. Streamlined recruitment process
  3. Targeted online marketing
  4. Improved communications with prospects through CRM integration

Redevelopment of Recruitment Pieces

The previous brochures were inconsistent in their branding and content, and had none of the actual information that was useful to prospective students. Most of them had primarily a list of their outstanding faculty and research centers, and little or no information on program admission requirements, procedures and contact information.

The redesign effort of the new materials was led by Mr. Alvarado. The materials were redesigned and rewritten to have a consistent branding image, relevant and consistent content, as well as displaying the key selling and differentiation points for each program.

Website Redevelopment


While the old website provided little or no relevant information to the prospective students, and contained no calls to action to drive inquiries or applications, its biggest flaw was that the little information available was irrelevant, difficult to find, and completely out-of-sync with the College’s cutting edge research and technology.

Mr.Alvarado worked in conjunction with the College’s webmaster to redesign, redevelop, restructure and rewrite the website with the goals of making it easy to navigate, consistent with the new branding standards, and geared to drive qualified inquiries and applications from prospective students. The resulting website accomplished all of these goals.

The Results

These changes along with an improved recruitment and communications process resulted in an unprecedented turnaround for the College in less than one year. As a direct result of these efforts, the College became one of the top 5 fastest growing Engineering Schools in the USA. Key highlights of the results include:

  • A 712% increase in student inquiries
  • A 67% increase in graduate applications
  • An 81% increase in new graduate enrollments
  • An overall graduate enrollment growth of over 20%.

The post Marketing Strategy and Website Redevelopment for Major University appeared first on 4P Strategy.


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