In 2018, the University of Redlands team brought their search efforts in-house after years of partnering with an external vendor. Anna Aegerter, Senior Associate Director of Admissions, oversees the search process internally for Redlands. One of the first things her team wanted to do was to evaluate the zip codes they were using in student outreach to ensure they were being good stewards of the university’s resources. She explained how MARKETview was able to help them accomplish this by refining their search methods:
“We had some good conversations with MARKETview about the fact that we were hosting a whole lot of zip codes that weren’t necessarily the most efficient. They helped us identify the zip codes that are going to be the best return on investment for us.”
– Anna Aegerter, University of Redlands
MARKETview’s Geographic Analysis feature pinpointed several key areas where the Redlands team could improve their performance. When examining out-of-state enrollment and filtering by income bands, it became clear that Redlands needed to further hone its out-of-state targeting strategy to efficiently find the students most likely to be successful. Aegerter described how MARKETview data helped her team identify the geographies filled with the students who matter most to their out-of-state growth goals.
“We recognized that a student coming to Redlands, California from Atlanta might need to be in a different socioeconomic situation than our local students.”
– Anna Aegerter, University of Redlands
This insight enabled the Redlands team to be more selective when investing in out-of-state zip codes, while still maintaining broad outreach to their local market. Thanks to this more focused recruitment approach, they were able to reallocate extra budget into traveling to areas where MARKETview identified greater potential applicant growth. Aegerter outlined how Geographic Analysis enhanced their ability to make their visits more productive.
“It’s helpful for making decisions about where we travel for recruitment. We all have those cities that we can only give one or two days to. You hate to make those tough decisions, but the data within MARKETview can help you see where the most opportunity exists moving forward.”
– Anna Aegerter, University of Redlands
Aegerter also highlighted how the map feature in MARKETview will change the way her team is able to examine student populations across the country.
“I’m a visual person, and the map really allows you to see where your hotspots might be. It can be helpful when you look at areas that are farther afield and make decisions in terms of recruitment.”
– Anna Aegerter, University of Redlands
If you have goals surrounding enrollment, revenue, retention, or any other key metrics, schedule a demo with our team to find out how MARKETview can help you achieve the success you seek.