After successfully launching and managing three certificate programs for James Madison University, JMH won an enrollment management engagement at JMU for multiple credit certificate and degree programs.
James Madison University’s programs included two master’s degrees, one degree-completion program, and five credit certificates and were all offered online. JMH worked with JMU to build a website for the universities online offerings. This website became a resource for the programs which JMH helped to manage as well as for other departments. JMH allocated a marketing budget for each program and created distinct targeted personas. To attract new inquiries, JMH online ads using platforms such as Google, Bing, LinkedIn, Facebook, and Twitter.
Marketing was combined with a high-touch approach to advising. Counselors promptly followed up with new inquiries and guided them from the application process to graduation.
JMH launched marketing in June. Looking at enrollments, beginning the following calendar year in comparison to the calendar year prior to launch, JMU saw a dramatic increase in enrollments across all the programs. The M.S. in Information Security saw a more than 300% increase in enrollments. The Adult Degree program (JMU’s degree completion), saw a 67% improvement. Education Technology saw a more than 100% increase in enrollments. Results are shown below.