American University Higher ed, meet higher enrollment: Targeting quality over quantity
Despite strong lead volume, American University struggled to convert prospects into enrollments. With DC-area numbers declining for years, AU needed more than leads—it needed the right leads. The answer: a strategic pivot toward high-intent prospects ready to enroll.
Services
- Media strategy, planning + buying
- Advanced analytics
- Data modeling
- Digital ad design
Our marketing agency used media optimization to target high-intent prospects.
To win over students in its own backyard, AU executed a data-driven comeback. By refining its strategy and targeting high-potential students with precision, the team reignited DC-area enrollment and proved that smarter marketing can turn the tide.
Results
- 4.76% increase in applications
- 10% increase in admitted students
- 80 new students in the DC area
A full-funnel marketing campaign used advanced analytics to geographically target prospect for enrollment.
The turnaround started with advanced analytics to build a precise model of prospects enrolling from outside the DC metro. These insights shaped a hyper-targeted media buy focused on high-intent prospects, ensuring every dollar packed a punch. A full-funnel approach—blending brand awareness with conversion-focused tactics—kept students engaged from discovery to decision, ensuring every touchpoint moved them closer to enrollment.
Sample animated banner ads for a university marketing campaign.
Imagery of direct mail for a university marketing campaign.
Social media posts and captions for a university marketing campaign.
A client testimonial about the university's marketing campaign.
“A member of my team asked if we had done more marketing in the DMV (DC, Maryland and Virginia) area in the past year, and I explained that we had pivoted our strategy, scaling to top markets, paying more attention to our backyard. He responded with this: ‘Well, I’ve got good news for you. For the first time since 2016, we saw an increase in the number of applications from the DMV.’ Then he took me out for coffee to celebrate!”
Key Elements
- Largest increase in applications in nearly 10 years
- Bold strategic shifts
- Full-funnel, action-driving marketing