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Boston University: Driving Applicants and Enrollment Conversion

Posted in: Art & Culture, Education/Cultural, Marketing Profile & Segmentation, Qualitative Exploratory

Boston University: Driving Applicants and Enrollment Conversion

Challenge: On the heels of a number of enrollment studies across the university, Plan-it worked with The College of Fine Arts on driving enrollment among top-tier CFA students after acceptance and helping predict future behavior of prospective students for each of its three Schools (School of Music, School of Theatre and School of Visual Arts).

Objective: To understand the key drivers and messaging that impact the enrollment decision.

Solution: Plan-it conducted a three-phased study, which included a Qualitative Exploratory, Quantitative Conjoint/Decision Simulation and Conversion Simulator.

Result: Based on our work, recommendations were made for a new umbrella positioning for the College of Fine Arts along with specific support messages for each of the College’s three Schools, to drive interest and ultimately conversion. Additionally, Plan-it made specific operational and other tactical recommendations that would uniquely to support the brand strategy and individual needs of each school.