Using Email as a Cultivation Strategy, Young Harris College Increases Yield

Testimonial

"DemandEngine is a great resource. They understand the field of college admissions and know what we’re trying to do as an institution. DemandEngine is more than a service provider; they are a partner and I really value the relationship."

— Clint Hobbs
Vice President of Enrollment Management

Challenge:

To reverse a steadily climbing deposit cancellation rate, Young Harris College sought ways to communicate more effectively with prospective students who had advanced through the enrollment funnel.

Solution:

To address the deposit cancellation issue, Clint Hobbs, Young Harris’ vice president of enrollment management approached DemandEngine with the idea to create a communications flow for accepted and deposited students using email. Young Harris had tried e-blasts in the past, but had been disappointed with the results.

Working with the Young Harris staff, DemandEngine developed and executed systematic email campaigns tailored to the students’ stage in the admissions process. Communications were designed to further cultivate the relationship with the student. For accepted and deposited students in particular, campaign messaging focused on the value of a Young Harris education and sought to reaffirm the students’ decision to consider Young Harris in the first place.

Results:

In one year, the deposit cancellation rate dropped by 12 percentage points. The College also yielded the largest freshman class in its history.

Testimonial:

“We decreased our deposit cancellation rate much more than I thought was possible in one year. I really give DemandEngine credit for making that difference. Because of the diligence of DemandEngine, and other changes that we made earlier in the process, we were able to enroll over 400 students this fall. That’s the largest freshman class in the history of the college!

“Of all of the outside companies that we contract with, Demand Engine is the easiest to work with. They learn about the institution and know just how to tailor the message so that it’s unique to our school. And, the DemandEngine team members are a great resource. They understand the field of college admissions and know what we’re trying to do. DemandEngine is more than a service provider; they are a partner and I really value that relationship.”