The university's online program enrollment goal is 3,000 students within 4 years. Fiscal year end enrollment goals are as follows:

Fiscal year 2025: 1000

Fiscal year 2026: 1700

Fiscal year 2027: 2400

Fiscal year 2028: 3000

A. Enrollment Audit

Overview and Work Product: The firm will deliver a Go-to-Market Strategy that utilizes results from the Enrollment Audit to provide KSU with specific recommendations for growing enrollments in an online competitive market.

Steps include:

  1. Review of advertising strategy.
  2. Analysis of the new student recruitment funnel.
  3. Review of communication strategies.
  4. Examination of the application progression.
  5. Evaluation of business processes.
  6. Benchmark against competitors.
  7. Consultation on and analysis of educational enrollment trends, challenges, and opportunities.

B. Go-to-Market Strategy

  1. Overview and Work Product: The firm will deliver a Go-to-Market Strategy that utilizes results from the Enrollment Audit to provide KSU with specific recommendations for growing enrollments in an online competitive market. Steps include:
  2. Recommend a set of proven and cost-effective marketing strategies across multiple channels (social media, paid search, media partners, etc.).
  3. Suggest optimal audience segmentation, aligned with institutional needs and priorities, including goals, budget, and demographics.
  4. Provide a proforma detailing costs and expected ROI.

C. Organic Marketing Audit

Overview and Work Product: Vendor will conduct an Organic Marketing Audit, evaluating KSU digital presence, content strategy, and engagement tactics to identify areas for improvement and opportunities for increasing online enrollment. This should culminate in a detailed audit report assessing and recommending steps to enhance the competitiveness of organic marketing strategies.

Steps include: