Year One Success - By The Numbers
90.2%
YOY Increase: Fall Freshman Enrollment
525
First Time Freshman Enrollments
170%
YOY Increase: Spring Freshman Enrollment
Year One Success - By The Numbers
90.2%
YOY Increase Fall Freshman Enrollment
525
First Time Freshman Enrollments
170%
YOY Increase Spring Freshman Enrollment
Meet Kentucky State University
Kentucky State University is a land grant institution founded in 1886. As an HBCU, Kentucky State boasts one of the most diverse student populations in the state and core values that promote social responsibility, ethical conduct, student centered learning, academic excellence, and innovation.
The University prepares students as global citizens, lifelong learners, and problem solvers by challenging itself and its students to be the best they can be. With a long history of serving underserved communities, minority groups, and first-generation students, a decline in first time freshman enrollment needed to be addressed. This is where the University’s pledge to recognize its strengths and excel through change and quality improvements comes in.
QUICK LOOK
- Founded 1886
- Frankfort, KY
- Undergraduate Enrollment = 1663
- First HBCU in Kentucky
QUICK LOOK
- Founded 1886
- Frankfort, KY
- Undergraduate Enrollment = 1663
- First HBCU in Kentucky
THE CHALLENGE
Kentucky State was experiencing declining on-ground enrollments. This is a universal problem across the nation, but HBCUs are disproportionately affected. While colleges and universities across the country experienced a 6% decrease in first-time traditional student enrollments between 2010-2016, HBCUs experienced an average 11% decline. Kentucky State faced similar challenges driven by low enrollment and declining budgets.
THE SOLUTION
Seeking to stimulate enrollment growth, improve customer service, and reduce administrative overhead, Kentucky State University partnered with Sextant Marketing, a full-service digital marketing agency and consultancy. Together we created a high-touch communication model that allowed advisors to serve as an extension of KSU’s admissions office, enhancing student support through one-on-one relationships with students, revamping admissions materials, and providing front-end support of the university’s financial aid, student success, and institutional research offices as well.
THE CHALLENGE
Kentucky State was experiencing declining on-ground enrollments. This is a universal problem across the nation, but HBCUs are disproportionately affected. While colleges and universities across the country experienced a 6% decrease in first-time traditional student enrollments between 2010-2016, HBCUs experienced an average 11% decline. Kentucky State faced similar challenges driven by low enrollment and declining budgets.
THE SOLUTION
Seeking to stimulate enrollment growth, improve customer service, and reduce administrative overhead, Kentucky State University partnered with Sextant Marketing, a full-service digital marketing agency and consultancy. Together we created a high-touch communication model that allowed advisors to serve as an extension of KSU’s admissions office, enhancing student support through one-on-one relationships with students, revamping admissions materials, and providing front-end support of the university’s financial aid, student success, and institutional research offices as well.
How we did it
The traditional model of full-service marketing agencies is often too costly and can miss the mark when it comes to offering solutions tailored for each college or university’s specific needs. Our business model is built around a core team of rapid response strategists who focus on maximizing efficiency around your Return on Investment (ROI) and surrounding your brand, on-demand, with the exact services required to accomplish your goals.
Sextant Marketing’s full-service enrollment and advising call center aligned with KSU’s specific needs to take students from inquiry and application through to orientation and day one of class. The Sextant team engaged potential students through phone, email, and direct mail, reaching out to both new students and learners who had once studied at KSU and were candidates to re-engage with the institution.
High-touch Communication Model
A highly trained team of advisors was developed to help students with step-by-step processes. Advising hours were extended to evenings and weekends and advisors made themselves available, reaching out to students and parents during hours that are convenient for them through phone calls, emails, and in-person visits to campus.
Sextant’s work focused on answering prospective enrollees’ questions, helping learners complete KYSU applications, and assisting with specific requests like securing academic transcripts needed for applications. Sextant’s enrollment and advising call center also focused on helping students learn about scholarships and complete FAFSA forms so they could secure the necessary finances to enroll.
STEP BY STEP PROCESS
- Gathered & submitted transcripts
- Application completion
- FAFSA completion
- MPN completion
- Loan entrance counseling
46,000 Phone Calls
13,000 targeted emails
4,728 pieces of direct mail
7 campus visits by 11 team members
The Results
90.2% INCREASE
170% INCREASE