How One Community College’s Winning Search Strategy Led Them to a 42% Enrollment Boost
CHALLENGE:
Many community colleges were faced with the challenge of rebounding their enrollment numbers after the covid-19 pandemic, and Moorpark College, a community college outside of Los Angeles, was no different. Oleg Bespalov, the dean of institutional effectiveness and marketing at Moorpark College, was determined to not only recover their enrollment numbers after the pandemic but increase them.
SOLUTION:
Bespalov and his team developed a strategic randomized controlled trial to engage prospective students and identify the most effective enrollment solutions provider. Part of the trial included a direct-mail experiment, sending postcards to students in their service area highlighting their dual enrollment program and the Honors Program's 80%–90% transfer rate to a local state university. By tracking responses, Moorpark College determined which provider generated the highest student engagement.
RESULTS:
Bespalov discovered that students sourced from College Board Search were significantly more engaged than other sources.
- After the controlled trial, Moorpark College experienced a remarkable 42% increase in enrollment made possible by College Board Search.
- By showcasing the Honors Program’s impressive 80%–90% transfer rate to a highly sought-after local university, the program experienced a substantial 37% enrollment boost after the controlled trial.
- Additionally, there was a notable 48% rise in Hispanic student enrollment.
"This is a population of students we haven’t been able to reach before." - Oleg Bespalov, Dean of Institutional Effectiveness and Marketing, Moorpark College
