York College of Pennsylvania Case Study
Collaborating for Enrollment Growth
The Challenge.
York College of Pennsylvania needed a partner to provide expertise across multiple enrollment marketing and strategy areas, including digital advertising, Slate communications, SEO, brand strategy, and analytics. They were looking for guidance and collaboration in developing and executing a strategy tailored to their needs. York wanted a holistic approach to increase their enrollment while aligning their Student Search strategy with their digital work. Working with a single partner would ensure efficiency across the full student journey.
The Strategy.
Carnegie worked closely with York to understand their current brand and students, as well as where they’d seen the most success historically. This helped lay out a targeted approach to create an integrated scope of work. This included annual digital marketing targeting prospective undergraduate and graduate students, signature creative, Slate communications, and traditional media. Carnegie also utilized Clarity, their proprietary web personalization tool, to improve the website user experience for students and provide York with attribution metrics for future optimizations and, eventually, ROI. Clarity also provides insight into stealth users so York can see what content prospects are engaging with even before they apply–enabling York to make data-driven decisions on where to invest time and resources. Consistent collaboration through open communication between Carnegie and York leadership ensured thoughtful decision-making and attainable goals.
The Results.
With a strong collaboration and a willingness to innovate, York saw strong engagement across all areas of partnership and Carnegie made ongoing optimizations based on performance and the client’s goals. 94% of all deposited students were directly attributed to Carnegie services (including paid digital and Slate campaigns and Name Buy purchased lists) throughout their enrollment journey. The deposit rate for students who engaged with a digital and Slate campaign and originated from a Name Buy was 25% (as compared to a deposit rate of 5% where no Carnegie engagement occurred). 170 Stealth Applicants could be directly attributed to a Carnegie digital marketing or Slate campaign. Carnegie continues to work with York College of Pennsylvania as a marketing partner across multiple areas.
94%
Of deposited students attributed to Carnegie campaigns
25%
Deposit rate for students who clicked a digital and Slate campaign
170
Stealth applicants directly attributed to Carnegie digital marketing or Slate campaign
"When the right students find the right college, outcomes improve across the board. At York College, we built a holistic, strategy-driven enrollment approach—blending paid media, personalized communications, and data insights—in close partnership with Carnegie to reach students who aren’t just choosing college—they’re choosing York." Brian Hazlett, Ed.D.
Vice President for Enrollment Management
York College of Pennsylvania
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