Decision Time

King’s College’s vice president of enrollment presented Spark451 with a challenge. He asked us to take a holistic approach to improve enrollment outcomes.

We began by analyzing every step of the enrollment funnel (prospect, inquiry, applicant, admitted, enrolled). We then honed in on what happens between admitted and enrolled.

Building on our previous success with King’s student search efforts, we created a plan to help the college better guide students through deciding which college to attend.

Spark451 collaborated with King’s on a five-stage approach called the “admitted student yield program.”

The program helps King’s learn more about students, with the goal of creating communications that better meet their preferences and interests. For example, admissions counselors sent surveys Spark451 created to find out how students like to receive messages from the college.

We also created an email campaign for senior year students. Our copywriters and designers crafted messages about the benefits of attending King’s College. Each had a clear call-to-action that led students to the next step in the admissions process.

The pinnacle of the yield program is a microsite we launched for King’s. When students find out they’ve been accepted, they receive instructions for signing into the private site. Parents also receive access.

The site features personalized content based on what King’s learned about the student during earlier stages of the funnel and from the student’s application. One example is information about their intended major.

The microsite reinforces previous communications about the benefits and features of the King’s College student experience. It also encourages students to schedule a campus visit.