A private university faced declining enrollment and a lackluster reputation and needed to reset its student recruitment marketing and branding. With MASSolutions’ stellar track record of driving growth, it was a natural fit.
While new to higher education, MASSolutions saw parallels to marketing other complex services. The MASSolutions team was confident their data-driven strategic marketing approach could spark transformational results for the University.
- The Approach
True to their standard process, MASSolutions started with extensive market research through prospective student and parent surveys and interviews. Key insights highlighted the need for an authentic, student-focused brand and transparent, impactful communications.
Leveraging the research, MASSolutions developed the University’s first integrated recruitment marketing plan, repositioning the school based on student decision drivers. They also crafted a compelling new fundraising case statement targeted to alumni and donors.
The MASSolutions team rallied stakeholders across the University to support the research-based strategies. Their enthusiasm and storytelling skills inspired buy-in. They also helped the University secure resources for scaled implementation and managed execution of the transformative plans.
- The Results
Within two years of partnering with MASSolutions, the University posted three consecutive record-breaking incoming classes and saw donor participation reach all-time highs. The marketing and branding approaches put in place by MASSolutions continue to steer strategy today.
This case exemplifies MASSolutions’ ability to drive remarkable results, even in a new context like higher education. Their commitment to upfront research, insight-driven strategy, and rallying stakeholders enabled MASSolutions to catalyze vital, lasting change.