Case Study
Anderson University
Website Redesign
Turnaround an Unexpected Drop in Enrollment
Key Benefits
Increase In Traffic
24.7% Increase in traffic for Admissions
47% Increase in traffic from search (up 18.5% yoy)
49% of search traffic are new visits
47% Increase in traffic from search (up 18.5% yoy)
49% of search traffic are new visits
Increased rates in Social Networks
85% Retention of social network members
62% of students participated in new social networks
62% of students participated in new social networks
Enrollment Increase
+15% net change in enrollment (yoy)
The Challenge
Turnaround an unexpected drop in enrollment numbers.
After a previous 10-year run of enrollment increases, Anderson University, a private Christian institution, found itself facing an unexpected challenge. Applications and enrollment were suddenly in decline.
Competing schools across the Midwest had improved their strategy for reaching out to prospective students. Suddenly, AU was behind the curve.
The university needed increased visibility and enhanced enrollment, fast.
The Solution
Revitalize AU’s digital marketing strategy and online marketing tools.
After conducting an analysis of the situation, Caylor Solutions saw AU had an opportunity to leverage search, social media and other digital marketing opportunities. If implemented properly, these tools could provide the quick-but-sustainable impact AU needed.
Caylor Solutions identified site and code updates for search engine optimization at the outset to quickly attract more views to the current site—but that was only the beginning. Caylor Solutions then designed and developed an admissions web site specifically for potential students.
The highlight of the solution was an invitation-only social network for accepted students.
The network essentially took the AU experience to incoming freshmen, providing them with a format to meet, connect, and begin living the college life.
“Utilizing Caylor’s digital marketing expertise, ideation and leadership, we converted a 3% decrease in admissions to a 12% increase within one admissions year cycle.”
-Dr. Michael Collette, VP for Enrollment Management & IS
Anderson University
The Result
Within weeks, search rankings soared and anderson.edu became one of the top listings in its category. Today, an impressive 80% of AU’s applications are received online. Of those, 45% are from students not previously identified as prospects—clearly showing the positive effect of the SEO strategy.
AU’s private social network proved capable of boosting enrollment as well. Today, over 85% of the young people who join the network arrive on campus in the fall.
“Anderson University has valued a longstanding history with Bart Caylor and Caylor Solutions. The skills and expertise of Caylor Solutions have strategically shaped the digital footprint of the institution from the earliest days of the web into the ever-changing landscape of social media and mobile applications. Our relationship with Caylor Solutions has grown from a simple vendor connection to a partnership with a trusted counselor.”
-Chris Williams, Director of University Relations, Anderson University
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Increase in Traffic from Search
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Increase in Traffic for Admissions
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Retention of Social Network Members
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