Case Study: LeTourneau University
LeTourneau University
Location: Longview, Texas
::Background::
LeTourneau University is an evangelical, interdenominational, Christian university that believes in educating students academically, socially, and spiritually. The university’s foundation is based solidly on biblical principles and practice. The main campus is located in Longview, Texas but LeTourneau has satellite locations in Austin, Dallas, Bedford, and Houston.
::Issue::
Located in highly competitive education markets, LeTourneau was interested in retaining and increasing the working adult education enrollment at all campus locations.
::Strategy::
After completing a needs analysis, and meeting with university leadership, the Encore Team developed the framework for a strategic marketing plan focused on increasing and retaining the enrollment numbers of the working adult sector. The campaign’s message effectively portrayed LeTourneau’s unapologetic Christian perspective, career and family-friendly programs, on ground and online course options, and accredited world-class education and highlighted the programs that meet the needs of Working Adults.
::Results::
To determine the efficiency of this campaign, tracking was done through campus telephone banks staffed with trained educational sales professionals as well as through an independent tracking firm. Results were tracked daily, down to each individual inquiry including who and where it came from, and how they heard about the university. The monthly tracking summaries provided to the university’s marketing committee and to Encore, reflected spikes in phone calls, email traffic, and general inquiries during our media blitz periods.
| MBA On-ground | 9.1% Increase |
| MBA On-line | 2.9% Increase |
| MBAEL | 8.0% Increase |
| BBA/BBM On-line | 2.9% Increase |
| BBA/BBM On-ground | 7.2% Increase |
| TEACH | 2.1% Increase |
| PACT | 6.9% Increase |
| CS1/CS2 | 9.1% Increase |