This month’s InSight webinar featured special guest speaker Corry Unis, Vice President for Enrollment Management at Fairfield University, sharing how his team utilized MARKETview’s “Likely Early Decision” model to achieve their net tuition revenue goals. This proprietary data set identifies and scores inquiries based on their propensity to apply Early Decision. Unis expressed why his team was so enthusiastic to get their hands on this data.
“Our comparative data set had trailed behind a lot of our peer and aspirant schools with our Early Decision numbers. So, when I found out that [MARKETview] can help predict what that pool would look like and then target it, I was all in.”
– Corry Unis, Fairfield University
Unis shared the two primary ways his team has used MARKETview’s “Likely Early Decision” model to meet their goals over consecutive cycles:
During the summer, Fairfield compared the scored inquiries from MARKETview against students who have visited campus to create their own internal estimate of the proportion of their pool that are most likely to apply Early Decision. Using that data, they determined the optimal target audience to receive a specially crafted email campaign focused on Early Decision. Unis emphasized the success of these data driven marketing initiatives.
“We’ve had some really great results over the last three years by utilizing [MARKETview] data to do proactive outreach to our prospective students.”
– Corry Unis, Fairfield University
The second use case for Fairfield was utilizing the “Likely Early Decision” model to monitor the health of their inquiry pool overall. Unis’ team found that having a higher number of students that qualify as “high propensity” to apply Early Decision equates well with a strong inquiry pool in general. Unis described how this has provided an extra layer of security for reaching their goals on time.
“It’s another check and balance. We can make sure, ‘Are we good with this pool going into the fall? Do we think we’ll be able to hit our application goals?’”
– Corry Unis, Fairfield University
The Fairfield team believes they are just scratching the surface of uses for MARKETview’s “Likely Early Decision” model. They’ve discussed a future plan similar to the targeted email campaign they already employ, where they also host a webinar for “Likely Early Decision” students and parents about the ED process. They’re hoping to unveil this initiative next cycle, with the first installment going out proactively in August or September. Unis explained how this would enable families to feel more confident in the ED application process.
“For many families, they’re still concerned that if their student gets in, they won’t get merit if they’re ED. So, we’re trying to put those fears aside by explaining our process and our merit levels.”
– Corry Unis, Fairfield University
Only MARKETview can identify and target “Likely Early Decision” students in your inquiry pool. Schedule a demo with our team to learn about how our proprietary data set can help you identify what’s most important to your goals.