After employing a marketing automation tool specifically designed for higher education, Jacksonville University turned to BroadBased, its long-time marketing partner, to refine its approach and maximize results. In addition to increasing student enrollment, JU wanted to decrease the number of students who opt not to enroll after paying their deposit, an admissions challenge known as melt.
BroadBased performed a comprehensive audit of the tool’s capabilities, analytics and available assets. From there, the copywriting and imagery was polished for each step of the automated email campaign to drive response rate and conversions.
Enrollment goals were not only met but exceeded, and melt was significantly reduced through a custom campaign aimed at keeping value-rich, dynamic content in front of accepted students and their parents.