Elon University
Guiding an enrollment strategy for significant demographic change.
Market Research
Brand Strategy
BACKGROUND
Capitalizing on a Growing National Profile
Elon is a private liberal arts university in North Carolina with 7,000 students. Though Elon has a history dating back to 1889, the University has transformed itself in recent decades from a small regional college to a top-100 national university and an international leader in engaged learning in areas such as study abroad, internships, and undergraduate research.
CHALLENGE
Demographic Changes Threaten Enrollment
Like many colleges in the U.S. today, Elon was aware of the demographic changes taking place throughout the country and their implications for enrollment in the future. In particular, the projected declines in high school graduates in New England will be significant for a university like Elon that draws a substantial portion of its enrollment from the region.
CHARGE
Assess the Risk and Identify New Opportunities
Elon commissioned ADV to assess the extent of these changes, identify the implications for new student enrollment, and find new recruitment markets throughout the country that would help offset expected declines in other areas.
DATA COLLECTION AND INTERPRETATION
Population-Specific Research
Marketplace Analysis
We compiled data from a variety of sources such as the American Community Survey, the Current Population Survey, and the Higher Education Demand Index to determine changes in the size of the prospective student market in each state. We drilled down on how the population in these areas is expected to change in respect to race/ethnicity, parent education, household income, and other important variables that determine demand for higher education in the future. We analyzed the data further at the county, school district, and high school level to identify areas most impacted by the changes.
At the same time, we carried out a similar analysis of new markets for Elon. We identified recruitment potential in new areas based on historical admissions information, alumni matriculation data, and population dynamics (total population, expected growth, household income, etc.). We then narrowed in on specific high schools and school districts that offer Elon the greatest probability of establishing a strong recruitment foothold. This granular approach provided Elon’s admissions counselors with a clear roadmap for a data-based approach to entering these marketing and finding the path of least resistance to success in new areas.
OUTCOME
Revised Recruitment Strategy
On the basis of the research, Elon revised its recruitment strategy to allocate more time and resources to high-potential high schools and school districts. The data showed which markets are poised for growth and which are likely to decline. This led to better planning in Elon’s current markets as well as new areas to explore. The research also provided a foundation for expanding the admissions team into new markets so that Elon can continue its upward growth trajectory throughout the next decade.
In the time since this research was conducted in 2019, we have further assisted Elon with detailed market research and planning for the University’s graduate programs.