‘FIGHT ON’ TO REACH NEW STUDENTS WHO CONTINUOUSLY CHANGE THEIR EXPECTATIONS AND BEHAVIOR.
OUR RESEARCH SHOWED STUDENT SENTIMENT WAS, ‘JUST BECAUSE I APPLY, DOESN’T MEAN I’M GOING TO ENROLL.’
STRATEGY & CREATIVE DEVELOPMENT
With USC Marshall School of Business’s enrollment numbers for accepted students declining, KERN was tasked with improving conversion of top-tier admitted, diverse and preferably out-of-state students. To broaden USC’s business school’s appeal as a national destination, we employed new motivational and tribal segmentation methods to influence the enrollment mix. Using a combination of relevancy-based content marketing and dynamic assembly messaging technology, we spoke Generation Z’s language to reach the right students with the right message at the right time. To surpass USC’s enrollments goals, we delivered a 14-touch, 1:1, omnichannel communication program customized by tribe and by student.