Case Study
University of Maryland - Baltimore County Refined its Marketing and Recruitment
Challenge
University of Maryland – Baltimore County is one of the top STEM colleges in the country, but they were concerned that the non-STEM programs weren't receiving their fair share of students.
UMBC wanted to be regarded as a well-rounded university, with offerings for any student.
Approach
PeopleMetrics conducted qualitative and quantitative research with high school students, parents, teachers, and school counselors to understand their perspectives on the college-decision-making process.
We also collected feedback to provide sufficient market-based information to make actionable recommendations to improve yield, to encourage consideration of UMBC in the arts, humanities, and social sciences, and to position UMBC as a top-tier choice.
Outcome
Through our research, UMBC learned how it was perceived in the target market, what really matters to high school students and parents when making college choices, and which resources are most important when dealing with information about colleges.
Our findings also provided the forum to test the appeal of new initiatives and the impact of refined messaging.
In the end, UMBC was able to use our data to get the required university-wide buy in to refine its marketing and recruitment strategies to meet their goals.