Northern Arizona University Success Story
Case Study: Northern Arizona University
Operation ReEngage Services
Northern Arizona University (NAU) has a sophisticated enrollment engine that has been very successful enrolling traditional students at all degree levels. Yet, NAU found competition intensifying from large in-state publics, aggressive private universities, and even out-of- state institutions for non-traditional, adult students who typically attend online or at one of NAU’s more than 20 statewide campus locations. With this backdrop, NAU accumulated hundreds of thousands of stopped-out and admitted, but not enrolled, students who track more similarly to the non-traditional student experience. With internal priorities focused on new students, it became increasingly difficult to “win-back” students who had a prior relationship with NAU.
Operation ReEngage has achieved outstanding results thus far. To date, 540 waves of targeted, focused emails, totaling over 10.1 million, have been sent to various population segments. More than 396,000 phone calls and text messages have occurred, and students have enrolled at an approximate yield rate of 63%. Semester to semester, students retain at 75%. Of the 2,246 students enrolled, 24% were graduate students while 76% were undergraduate. The institution’s share of revenue for this initial group is expected to exceed $18.9 million, using NAU’s historical retention and graduation rates.