Calvary Chapel Bible College // Email Marketing & Copywriting

Every small college asks itself the same question: how can we grow enrollment? At Calvary Chapel Bible, I served as the Director of Admissions and Marketing. This meant that the enrollment question was the number one thing on my mind.

To help solve that problem, we focused on communication with applicants who were dropping off through the admissions process. Admissions departments obsess over their completion and acceptance rates, and we wanted ours to be as high as possible. Email marketing was crucial in helping raise completion and acceptance rates.

For this project, I crafted a complete applicant communication plan. This included call scripts, text scripts, and emails that were sent at specific stages of the application process. These emails were designed to be personal in nature, consist without becoming annoying, and conversational in their tone. The goal was to make each applicant feel known and cared for by the school, even in our email communication.

The results of this project were immediately felt. The rate at which applications went from started to completed increased by over 30% for the Spring 2020 semester. While the Fall 2020 semester will inevitably be affected by the covid-19 crisis, all results before quarantines began saw the completion rate of applications well exceed previous years.