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Vanderbilt University (Tennessee)

Vanderbilt University wanted to build their pipeline of students more strategically, targeting students who had characteristics that the university desired and who would be more responsive to Vanderbilt’s recruitment efforts.

Objective

Build their pipeline of students more strategically, targeting students who had characteristics that the university desired and who would be more responsive to Vanderbilt’s recruitment efforts.

Action

Added qualified names that had been ranked by likelihood of enrollment with SMART Approach®. Vanderbilt targeted high school students earlier, looking for students whose data profiles and enrollment scores identified them as good fits for the institution. Vanderbilt also used this combination of rich data and enrollment qualification to search outside of its primary markets and shape its class more precisely.

Result

After just one year, applications to Vanderbilt University increased by 4,000, a growth of 31 percent. Furthermore, the campus had significant increases in applications from students of color as well as increases in average test scores, class rank and the number of AP, IB, and honors courses applicants completed in high school.

Testimonial

“SMART Approach gave us the ability the think strategically about developing a long-term pipeline.  Instead of buying thousands of cold call names, we now can match characteristics and find students who behave like our students, and also rank them by their likelihood of enrollment.  The data we received also helped us differentiate our campaigns based on geography, ethnicity, academic preparation, and so on, getting different groups of students the information they needed when they needed it.”
 

Douglas Christiansen
Vice Provost for Enrollment and Dean of Admission


Case study used with the permission of Vanderbilt University.

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