Evidence record / Higher Education
Reintroducing the value of being in the room.
University of Georgia Gwinnett Enrollment
Return to evidence libraryThe record
A geographic constraint made the experience itself part of the message.
Following a decline in applications and accepted students for an in-person Master of Social Work program, the assignment returned the tangible value of campus learning to prospective students within a realistic driving radius.
Audience design and messaging centered the in-person value proposition rather than treating enrollment as a general-reach problem. The relevant Performance OS disciplines were Discover, Architect, Execute, Optimize, Measure, and Govern.
Observed outcome
Applications and student acceptance slightly exceeded 2022 levels after the 2023 decline. This observed rebound is presented with its operating context and is not attributed to advertising alone.
Attribution
Enrollment outcomes are multi-factor decisions.
This record describes the work and the observed rebound following it. It does not state that the campaign independently produced changes in applications or student acceptance.