CALIFORNIA UNIVERSITY OF PENNSYLVANIA
Now part of Pennsylvania Western University – California Campus
CALIFORNIA UNIVERSITY OF PENNSYLVANIA
Now part of Pennsylvania Western University – California Campus
CASE STUDY
Reason for Partnership:
CalU hoped to build consistent growth in actionable applications to improve both yield and first-year enrollment volume. The institution was in need of more targeted search efforts to increase both volume and conversion rates from inquiry to admissible applicants.
“The Parish Group is a true partner. Beyond getting great results, they care about their partner institutions and personalize their service and time to such a high level that we often feel as if we may just be their only, or at least their favorite, partner.”
TPG’s Approach:
Research and data analysis were key to beginning CalU’s search engagement—primarily to develop a market-responsive prospect identification strategy. Pinpointing geographic and demographic populations in both expected primary markets and newly identified secondary and tertiary markets with the highest probabilities of engagement led to a revamped search strategy and more targeted marketing efforts.
Outcomes:
From a Fall 2019 baseline to the Fall 2021 enrollment cycle, actionable applications increased by 31.3%, with the current Fall 2022 cycle running at 26.5% ahead of pace over the five-year high watermark. Increased levels of engagement with higher likelihood to enroll students has led to more opportunities for conversion and yield amongst primary, secondary, and tertiary markets.
From a Fall 2019 baseline to the Fall 2021 enrollment cycle, actionable applications increased by 31.3%