Columbia College Enrollment Improvement Case Study

This case study outlines the collaborative efforts between Columbia College and Hanover Research to address declining student enrollment. Columbia College, a private institution located in Columbia, Missouri, faced significant enrollment challenges, with declines of up to 20% over the past two decades. To combat this trend, the college's Enrollment Management & Marketing office partnered with Hanover Research to implement a data-informed recruitment model. The study details various research projects aimed at understanding enrollment factors, including student preferences and competitive analysis. Key initiatives included benchmarking tuition and fees, analyzing survey data, and optimizing the enrollment funnel. As a result of these efforts, Columbia College achieved a 5% increase in student enrollment within a year, demonstrating the effectiveness of data-driven decision-making in higher education. The case study emphasizes the importance of research and collaboration in refining outreach strategies and enhancing the overall student experience.