FAYETTEVILLE STATE UNIVERSITY

CASE STUDY 

Reason for Partnership:

Fayetteville State sought to bolster multi-year student search and fulfillment programs to create sustainable increases to all phases of the enrollment funnel. Larger inquiry, applicant, and admit pools would allow for not only enrollment growth in first-year cohorts, but the eventual ability to further shape the class and recruit for right-fit and persistence.

TPG’s Approach:

Identifying right-fit markets, expanding upon geographic search parameters, and building scaffolded levels of fulfillment communication – print, digital, and telecommunication – for senior, junior, and sophomore prospects helped jumpstart funnel growth for Fayetteville State. Continued down-funnel engagement for applicants, admits, and parents also supported an enhanced approach to moving Fayetteville State further up the first-choice institution ladder.

Mockup showing Fayetteville State University digital campaigns.
Mockup showing Fayetteville State University mailer.
Mockup showing Fayetteville State University mailer.
Mockup showing Fayetteville State University mailer.
Mockup showing Fayetteville State University mailer.
Mockup showing Fayetteville State University digital campaigns.

Outcomes:

Beginning with a F21 baseline first-year cohort enrollment of 632, year one (F22) of the partnership saw an increase of 24.5% (787 enrolled) in the first-year cohort. Year two (F23) saw that growth increase to 28.0% from year 1 (809 enrolled) which constituted a new high-water mark for first-year enrollment. Year three of the engagement (F24) maintained the record pace of year two.

Fayetteville State University graphic on laptop screen.

Year two (F23) saw that growth increase to 28.0% from year 1 (809 enrolled).

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