CTU Proud was created to keep students engaged and optimistic about their degree programs. An omnichannel campaign was created across social media, email, and phone calls.
30%+
Improved Retention Rate
12x
ROI
1
School Policy Improved For Inclusivity
11,000+
T-Shirts Given Away
New Student Retention
Students, especially those in their first semester, would passively quit school in large numbers. A new communication strategy was developed to help.
- Call scripts and welcome emails were rewritten to prompt students to engage with a custom Facebook app.
- The app required an email, shirt size, and student ID to access and trigger several automations. The app also included a large amount of encouraging content from other CTU students.
- A CTU swag bag, including a t-shirt, water bottle, and school supplies, was sent to each student.
- Custom Facebook notifications would trigger at different points throughout their semester as reminders.
- An email nurture flow would send reminders with student-created content, encouraging students and providing information on how to get support if needed.
The campaign was a success. Retention rates among participants improved by more than 30%, resulting in a 12x ROI.
Social Media
The success of CTU Proud expanded into the overall social media strategy. Opportunities to share success and challenges were regularly created, resulting in increased community engagement and improved student morale.
Inclusivity
During the campaign, a student reached out, expressing their frustration with the lack of ability to go by a chosen name. They wanted to participate in the campaign, but it didn’t align with their feelings. With this feedback, I was able to work with the school ombudsman to help change policy. Students could soon declare a preferred name they could go by in their classes.