Problem

Founded as an accountancy school in 1906, Pace traditionally held a reputation as an institution where first-generation college students could make a big step forward. But as the university grew and its mission expanded, Pace’s message lost sight of its best-fit prospects. And recruitment materials, failing to adapt to shifting student expectations, lost relevance over time. In summer 2005, the university faced a daunting set of conditions: ambitious new financial and academic plans, a major slide in inquires and applications, and a fast approaching recruitment cycle. For intervention, Pace came to CRANE.

Insight

With no time for comprehensive surveys, CRANE conducted extensive focus groups on Pace’s two undergraduate campuses, seeking clues to two questions: What kind of students are best suited for Pace? and What attributes unique to Pace can best serve these students? We learned that Pace’s most satisfied current students wanted–and got–an education that would lead them to specific professional outcomes. We also recognized that they responded best to an experiential, sensory-rich approach. Drawing on our deep knowledge of “Experiencer” psychographics, we began focusing Pace’s recruitment materials to match.

Solution

Limited by time, we created a clean, pragmatic look for an explicitly “pro•active” interim program, letting the audience drive our decision-making process every step of the way. CRANE produced psychometrically targeted messages that differentiate Pace’s five distinct Schools and that reinforce the concept of learning by doing. An outcomes piece that addresses students’ professional interests opens with Let’s get to the point. A piece for admitted students poses the direct question How do you want to build your résumé? and opens to reveal two parallel résumés–one describing Pace and the other future Pace alums. Open house invitations direct students to an online registration site and ultimately lead to a digital forum where open house participants and current Pace students can interact. Every experience with the new message helps prospective students envision themselves Here. At Pace.

Status

Acting on short notice, CRANE delivered a suite of interim recruitment materials that stopped Pace’s rapidly declining numbers, and resulted in a significantly larger applicant pool. The program drew rave reviews throughout the university–and a 13% increase in applications–and the redesigned open house weekend attracted significantly more accepted students than in previous years, solidifying its status as an annual Pace event.

Ultimately, psychographics-based communications helped match Pace not only with more students, but with more of the university’s best-fit students.

“The values based marketing from CRANE has given us a compelling way to talk to our target students about a Pace education– not as a commodity, but as a distinctive, day-to-day purpose: engaging deeply in communities even while preparing for productive professional lives.”

–Dr. William N. Black,
vice president for enrollment management