Endicott College set an ambitious goal to significantly grow its graduate programs. Before investing more in lead generation, leadership wanted to understand where the enrollment process could work harder.
Viv partnered with Endicott to uncover conversion opportunities, improve the prospective student experience, and build a data-driven roadmap for sustainable graduate enrollment growth.
Endicott College’s leadership wanted to understand where the enrollment process could perform better before investing more in lead generation. Their initial request called for an audit, but Viv saw an opportunity to take a broader approach through an Integrated Growth Plan.
Endicott’s admissions funnel was already performing exceptionally well. However, much of that success depended on existing audiences, including fifth-year students and alumni. To achieve sustainable graduate enrollment growth, Endicott needed to understand how to build on that success, reach new audiences, and make smarter investments.
The challenge wasn’t simply improving conversion. It was identifying where to remove friction, uncover new growth opportunities, and determine how future marketing investments could translate into enrollment and revenue.
The key question
How could Endicott build on its strong admissions performance while creating a smarter, more sustainable path to graduate enrollment growth?
Viv brought together enrollment data, competitive research, student journey insights, and financial modeling to identify opportunities for growth across every graduate program.
Established baseline conversion rates across six enrollment stages to pinpoint where prospective students were disengaging and where improvements could make the greatest impact.
Examined Slate and Workday, recruitment communications, and handoffs between marketing, admissions, and academic teams to identify inefficiencies.
Analyzed competing programs and prospective student audiences to uncover opportunities for differentiation and more relevant, human-centered storytelling.
Developed three decision-driver personas to better understand prospective graduate students’ motivations, priorities, and barriers to enrollment, helping inform more targeted messaging and recruitment strategies.
Conducted listening sessions with the President, CFO, and graduate advising, alongside interviews with admissions, faculty, and marketing teams, to map the prospective student journey and identify opportunities to reduce friction.
Projected potential conversion improvements at each funnel stage and modeled how future marketing investment could contribute to enrollment and revenue goals.
Endicott’s leadership received more than an audit. Viv delivered an actionable Integrated Growth Plan connecting enrollment performance, the student experience, and future marketing investment to the college’s long-term growth objectives.
The outcome
Presented to Endicott’s president, CFO, and cabinet, the plan gave leadership a clearer path to strengthening enrollment conversion before scaling lead generation.