How a college achieved five-year enrollment goals in 18 months.

Thomas Edison State College

Thomas Edison State College (TESC) is an online public institution of higher learning that allows adults to finish their college degrees in a flexible and affordable way. It was one of the first schools in the nation to provide an online education to adults. Its 20,000 students from all 50 states and approximately 70 countries make it one of America’s leading online educational institutions, as well as an important educational resource for the military serving around the world.

Problem

Thomas Edison had experienced a three-year period without any lead or application growth. They needed an agency that could turn the situation around. They chose Princeton Partners.

Thomas Edison had experienced a three-year period without any lead or application growth.

Solution

Our discovery process, which included research and stakeholder interviews, led to an important insight: the adult learners who make up TESC’s student body view earning their degree as more than simply a means of career advancement. They see it as a deeply personal life goal. We used this insight to create integrated, multi-media campaigns with a powerful emotional trigger—the immense pride that comes to adults when they finally see their college diploma hanging on the wall.

The college saw a 35% increase in applications over the previous year and a 25% increase in enrollments.

Results

The campaigns made a huge impact. In a Hyper competitive online educational environment, a record increase in applications was experienced the month of the campaign launch. The college saw a 35% increase in applications over the previous year and a 25% increase in enrollments and vastly improved their SEO. Most significantly, TESC reached their five-year enrollment goals in just 18 months.