Targeted Application Generation
The research:
- A third of seniors surveyed this spring reported applying to six or more schools.
- Half reported not completing one or more of the applications they started.
- Students included in our highly focused application generation campaign typically comprise 53% of an applicant pool—but make up 69% of completed applications.
Our philosophy:
- Applications should not be inquiry cards. Look beyond getting students to apply and toward getting them to complete, be accepted, and enroll.
- Pinpoint the right students in your inquiry pool, non-responder pool, and/or new search pool…and target only them in a proactive application campaign.
- An effective campaign allows your counselors to actually counsel, build relationships, and enhance yield—rather than paper-chase.
- Identifying a highly targeted audience to include in the campaign: those students similar to students who have applied and enrolled in the past, and those students most open to your message.
- Implementing a precisely coordinated, multi-channel campaign that utilizes phone outreach to learn each student’s application intentions and timeline and that includes personalized print and online applications (and not reply-card-as-application).
- Providing your staff specific information in counseling the students who are still not sure about whether to apply, enabling them to focus their efforts on truly interested potential applicants.
“TAG helped us increase our applications by 29% overall, much of that increase in key targeted markets which resulted in a 17% increase in admits, and most importantly helped us increase our enrollment by 15% from last year.”
–Vic Davolt, Director of Admissions, Regis University
