King's College

Decision Time

Guiding admitted students to enroll.

A Challenge

King’s College’s vice president of enrollment presented Spark451 with a challenge. He asked us to take a holistic approach to improve enrollment outcomes.

We began by analyzing every step of the enrollment funnel (prospect, inquiry, applicant, admitted, enrolled). We then honed in on what happens between admitted and enrolled.

Building on our previous success with King’s student search efforts, we created a plan to help the college better guide students through deciding which college to attend.

Admitted to Enrolled

Spark451 collaborated with King’s on a five-stage approach called the “admitted student yield program.”

The program helps King’s learn more about students, with the goal of creating communications that better meet their preferences and interests. For example, admissions counselors sent surveys Spark451 created to find out how students like to receive messages from the college.

Our partnership with Spark451 has been invaluable. The Spark451 team gets to know the ethos of its clients. The team combines analytics with crisp design to create innovative approaches that positively impact the enrollment process.

— Corry D. Unis , Vice President for Enrollment Management, King’s College

We also created an email campaign for senior year students. Our copywriters and designers crafted messages about the benefits of attending King’s College. Each had a clear call-to-action that led students to the next step in the admissions process.

Personalized Microsite

The pinnacle of the yield program is a microsite we launched for King’s. When students find out they’ve been accepted, they receive instructions for signing into the private site. Parents also receive access.

The site features personalized content based on what King’s learned about the student during earlier stages of the funnel and from the student’s application. One example is information about their intended major.

The microsite reinforces previous communications about the benefits and features of the King’s College student experience. It also encourages students to schedule a campus visit.


enrollment increase from 2014 to 2015


increase in net tuition revenue in 2015

Yield Program Yields

Spark451’s programs — from senior search to admitted student yield — combined with other recruitment activities King’s engaged in, helped increase enrollment by 6 percent for 2015. Net tuition revenue also rose; it went up by 10 percent. King’s also saw significant gains in application volume, visits to campus, and engagement throughout the entire funnel.