University Business - November/December 2011 - (Page 59)

SponSored caSe Study Custom application programs showcase school’s strengths, draw new students Royall’s customized application process has become trusted marketing and recruitment tool W Students also respond to features that encourage them hen applying to college feels more like filling out an income tax return, it’s no wonder more stu- to complete the application process and reduce the anxiety dents aren’t eager to do it, says Ronda Russell, involved in applying to college. “It has a lot of follow-ups that prompt the student to get in and complete the application, if Director of Admissions at Montana State University. But when students are invited to apply in a more per- they didn’t already,” she said. To make things easier, the Roysonal way, with an applicaall application program also protion that shows off a school’s vides secure electronic document uniqueness, it can make a dratransfer, so students can notify matic difference. a school counselor to submit After Montana State used official documents, and in just Royall & Company’s customminutes the counselor can send ized application program, the transcripts, letters of recomout-of-state application submendation and up to ten other mission rate more than doubled attachments to complete the and lead to increased out-ofapplication. state enrollment. These days, 40 percent of Mon“There was something about tana State’s students come from the branding and how it could be out-of-state, thanks in part to geared to each student that really “It just highlights the things we Royall’s customized application, worked,” said Russell. do well. It works beautifully.” program said Russell. Montana State began partnerIt was such a success that in ing with Royall 11 years ago when 2008, the school began using a variit was trying to attract more outof-state students and build a successful national recruitment ation of the customized application to draw in-state students, program. Although the school was well-known in Montana, it with similarly impressive results. “Our market share of in-state students throughout Monhad a lower profile elsewhere. Royall’s customized application program, which can work tana was 12 percent, and now it’s more than 16 percent,” in tandem with applications such as the Common Application Russell said. She says the application marketing program helped Monand Universal Application, enabled the school to strengthen its identity in several ways. When Montana State began offer- tana State grow an already-thriving institution: “Sometimes, ing their “Leader’s Edge” customized application in new mar- when things are going well, you don’t feel the need to change. kets alongside their regular, institutional form, students spe- If it isn’t broken, don’t fix it. But this was an amazing opportunity for us, and it continues to make a significant difference.” cifically chose to apply using the customized application. Since starting with Royall, Russell has come to rely on “The branding and the name resonated amazingly well with the kinds of students we wanted to attract to our cam- the company to find new ways of bolstering and shaping enrollment. “We seek out their advice on a weekly basis,” pus,” said Russell. Through the Leader’s Edge application, Montana State she said. “We use them as our partner in marketing Monwas able to show out-of-state prospects one of its greatest tana State University.” assets: location. The school is nestled in the Rocky Mountains, just north of Yellowstone National Park, among For more information visit www.royall.com. numerous ski slopes. “It allowed us to use unique branding elements as part of the application process, and that really helped,” Russell said. “It’s just a superior package.” universitybusiness.com November/December 2011 59 http://www.royall.com http://www.royall.com http://www.universitybusiness.com

Table of Contents for the Digital Edition of University Business - November/December 2011

University Business - November/December 2011
Contents
Editor's Note
College Index
Ad Index
Behind the News
Financial Aid
Viewpoint
Education Gateways
Models of Efficiency
Business Intelligence Gets Smarter
Internet Technology
Independent Outlook
End Note

University Business - November/December 2011