Kalamazoo Valley Neighborhood School is a totally accredited, two-year public school with roughly 10,000 college students enrolled at its 4 Michigan campuses. Providing 50 certificates packages and 60 affiliate levels—together with these in enterprise, well being care, human and public companies, and technical and industrial occupations—it supplies high-quality training for college kids making ready to switch to four-year establishments following commencement.
To harness new alternatives for development, Kalamazoo Valley, a longstanding Liaison TargetX shopper, just lately selected Liaison’s Clever Names Discover resolution to boost its outreach and help initiatives for grownup learners. As a part of its technique, Kalamazoo Valley needed to advertise the Michigan Reconnect initiative, a last-dollar scholarship program that gives tuition-free group school to grownup residents of the state who don’t but maintain an affiliate diploma or larger educational credential.
With Liaison’s help, Kalamazoo’s efforts resulted within the enrollment of 165 new college students and generated roughly $87,000 in tuition income — a return on funding (ROI) of almost 300%.
Information science in motion
Clever Names Discover supplies the names of people who, by means of proprietary knowledge science strategies, are believed to have excessive intent for brand spanking new or persevering with training.
In Fall 2022, Kalamazoo Valley obtained a curated listing concentrating on over 15,000 people with corresponding contact data (e.g., tackle, electronic mail, cellphone) and restricted to these with the very best academic intent classification. The Liaison Information Science crew’s intent scoring is developed utilizing a proprietary mix of nationwide surveys, client knowledge, and AI fashions to measure people’ intent for training.
The important thing to success hinged on three key pillars:
- Figuring out the proper viewers (Liaison Clever Names)
- Figuring out the proper outreach and engagement plan (Kalamazoo Valley’s advertising and marketing)
- Offering a compelling message to the viewers (potential Michigan Reconnect recipients)
“An answer to slender the pool down”
With the names in hand, Kalamazoo Valley got down to interact these people by means of outbound advertising and marketing efforts utilizing texts, emails, and postcards. The marketing campaign’s purpose was to encourage new and reenrollment actions throughout 2023 begin phrases by immediately selling the Michigan Reconnect program and inspiring the audience to finish credit on the school.
“Up to now, we lacked the flexibility to determine prospects, as actually everyone seems to be a prospect with open admission obtainable to all,” stated Kalamazoo Valley Director of Institutional Effectiveness Evan Pauken. “Having an answer to slender the pool down—with out concentrating on solely previous candidates to Kalamazoo Valley—was the important thing to being extra pointed in our advertising and marketing efforts. Clever Names helped us determine the proper inhabitants.”
Following a number of months of outreach and listing cultivation, Kalamazoo Valley achieved constructive outcomes with this marketing campaign, producing almost 450 functions and 165 enrollments, together with 18 people who had no prior enrollment historical past with the school. Whereas most enrollments have been amongst these beforehand identified to the school, Clever Names was an necessary catalyst, informing the enrollment crew of who amongst their dormant scholar listing was a excessive precedence for re-engagement. Taken collectively, the 165 enrolled college students generated roughly $87,000 in tuition income leading to ROI of almost 3X.
As a calculated estimate for the two.94% that Kalamazoo Valley attained, the next enter and assumptions have been used:
- Value per contact hour per semester: $124
- Value per semester payment: $158
- Minimal price per enrolled particular person per semester: $530 (assuming a 3-hour course)
“The timing of this was actually nice, as Michigan Reconnect had simply launched an enlargement to incorporate 21- to 24-year-old residents by means of Fall 2024,” Pauken stated. “We actually respect the flexibility to realize entry to further names by means of this Clever Names collaboration with Liaison.”
