Regent University graduate student recruitment

Tocquigny

Entry Information

Country where program ran: United States
Program start date: 07/01/12
Program end date: 06/30/13
Advertiser/Client Name: Regent University
Product/Service Description: Ranked one of the nation's top online universities, Regent University serves as a center of Christian thought and action to provide excellent education through a Biblical perspective and global context, equipping Christian leaders to change the world.
Category: Education (ED)

Strategy

Business problem

After five years of successful recruitment and growth within Regent's College of Arts & Sciences, Tocquigny and Regent University sought to expand the focus of their campaign and begin recruitment across the entire online student population. With successful efforts in previous years to increase volume, efficiency, engagement and quality among online undergraduate students, Tocquigny was tasked with extending its campaign to the recruitment of graduate students for the first time. The new graduate recruitment effort was intended to supplement the already successful targeting of undergraduate prospects. This combined effort of online undergraduate and graduate student recruitment would be an attempt to grow the overall online student population at Regent University. In addition, Tocquigny took on a secondary objective of increasing awareness of the Regent University brand. By increasing awareness, Tocquigny aimed to generate increased brand affinity toward Regent and in turn expand Regent's prospect pool.