Goldey-Beacom College

Goldey-Beacom College (GBC) had a problem familiar to anyone in higher ed. Enrollments were down, and their internal team just didn’t have the bandwidth to take on a new messaging and engagement strategy.

So, they called Paskill. It soon became clear that GBC didn’t need a vendor to just pump out a few new emails and social ads. What they actually needed was a fully integrated partner who could anticipate their needs and work like an extension of their team.

From vendor to teammate

We started with a discovery process that included background research, messaging, and media suggestions. We worked with GBC through an initial campaign, followed by a creative refresh.

While their stats were steadily improving, behind the scenes they couldn’t keep up with the demands of a full enrollment marketing campaign. So, we stepped out of the role of vendor and became members of their team.

We became fully embedded in their enrollment office. We updated communication flows and implemented them directly into their CRM. But we went further than messaging. We constantly monitored their application and enrollment numbers, which helped us immediately identify successes and gaps in our campaigns. Then, instead of waiting for GBC to come to us, we preemptively suggested new messaging or media placements to grow their numbers on their budget.

GBC grew to view us as a trusted partner and an extension of their team. They appreciated that we were proactive in coming to them with ideas on how to improve enrollment and best use their budget.

As a full-service agency, our diverse team helped fill GBC’s internal talent gaps. But it also saved them time because they no longer had to coordinate between multiple, specialized vendors.

Instead of sitting in meetings all day getting intel from one vendor and then passing that information along to another, we were a one-stop shop. When a challenge arose, we could communicate with all the members of our team internally to find a solution. Then, we could quickly implement that solution across multiple channels. No need to wait to get alignment across different agencies!

This wasn’t just thanks to our support. During this time, GBC made investments in their own staff. With some consulting from us on hiring needs, they expanded their internal expertise and bandwidth. We then worked with these new team members to implement these evolving enrollment marketing campaigns.

Connecting these dots — better strategy and communication, improved recruiting techniques, a more robust workforce, and greater synergy between partners — leads to results. GBC quickly learned that working in a silo wasn’t the way to improve enrollments. It took making a full investment in an enrollment marketing strategy to see a real ROI. And that meant finding a partner willing to fully integrate into their day-to-day enrollment activities.