University of Idaho Case Study
Digital Strategies for Enrollment Growth
The Challenge.
The University of Idaho needed an integrated digital marketing partner to achieve its enrollment growth goals. To support and enhance in-house capabilities, the University invested in additional marketing resources and chose Carnegie through a competitive RFP process. Having partnered previously with a local marketing agency, the University turned to Carnegie with a need for strategic higher education expertise. As a state-funded institution, the University needed to maximize its resources and generate a proven ROI.
The Strategy
We strategized and implemented a full-funnel digital campaign that included Display Outreach and Retargeting, paid search, behavioral and list targeting, and social and streaming media to reach and engage prospective students at each phase of the enrollment journey. Campaigns targeted a variety of audiences, including prospective undergraduate, graduate, and transfer students as well as alumni. We also optimized landing pages and enhanced analytics to maximize advertising spend as well as the University’s ability to generate leads and track user traffic and behavior. We regularly met with University marketing leadership to review results and adjust tactics, messaging, and campaign strategy to drive the results the University needed.
The Results.
In the first two years of our partnership, the University of Idaho enrolled two of its largest freshman classes in five years—an increase of 36% from fall 2020 to fall 2022. In 2023, enrollment is on track to grow another 7.8%. The University also saw an increase in graduate and overall enrollment. University marketing leadership recognized the power of Carnegie’s partnership in driving this enrollment growth and continues to work closely with us as a trusted marketing partner.
36%
Increase in first-year enrollment from fall 2020 to fall 2022
“Partnering with Carnegie has been the best way to maximize our internal resources and equip us for growth. I attribute much of our success to Carnegie’s model—we have real time feedback, direct access to the team’s expertise, spot-on recommendations, and ongoing adjustments. The team is always one step ahead of us, which is crucial in a marketing environment that demands agility and flexibility.” John Barnhart
Senior Director, Marketing and Creative Services
University of Idaho
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