Gettysburg College implemented a strategic, video-powered recruitment plan that resulted in a 60% inquiry-to-applicant conversion rate and a 33% yield rate.
Through pre-recorded information sessions and videos focused on key topics in the student journey, Gettysburg’s small team identified how video strategically impacts enrollment outcomes.
Gettysburg College needed to develop both on-demand content and live/pre-recorded event programming that would continue to engage students post-pandemic.
PlatformQ Education collaborated with Gettysburg College leadership to develop a dynamic approach to virtual engagement, with a focus on timely and relevant topics to students at all funnel stage as follows:
Students who missed a live or simulive event viewed that same content on-demand.
Students engaged in live programming that not only created a sense of community and belonging, but also allowed questions to be answered in an approachable and interactive environment.
Call-to-action buttons were integrated into the branded platform as a means to drive conversion of inquiries and admitted students.
In back-to-back years (20-21 and 21-22), students who engaged with Conduit at the inquiry, applicant, and admit stages converted at a higher rate than those who did not. Gettysburg College saw success in the following areas:
While more admitted students entered the platform during the pandemic in 20-21, those admitted students who entered the platform in 21-22 engaged in twice as many activities (presentations viewed, links clicked, chat interactions, documents clicked, and pages visited) at a rate of 21 activities per user.
Over a two-year period, 588 admitted students clicked the “Join the Class” deposit button while in Conduit, representing 92% of all links clicked in the 21-22 cycle.
In 20-21 and 21-22 611 prospective students clicked the “Apply Now” button while in Conduit.
Yield rates were over 15% higher in both years for admitted students who engaged with Conduit.
Information sessions, in particular, were consistently well-attended, averaging 68
attendees across all live and on-demand sessions.