Introduction
Adelphi University, a long-standing fixture in Long Island, New York, faced the challenge of expanding its Master of Social Work (MSW) program in a competitive market, despite having a well-known institutional focus on social work. Adelphi sought a partnership with AllCampus in 2017 to increase enrollments and enhance the flexibility of its program offerings.
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The Situation
Adelphi University’s School of Social Work needed to boost graduate enrollments, particularly in its MSW programs. Their structure required a strategic shift away from the low-residency format in order to attract more working adults and meet market demands.
Our Objective
The primary goal was to increase MSW and Advanced Standing MSW enrollments without compromising on the quality of education. Secondarily, the Adelphi and AllCampus teams wanted to consolidate marketing efforts and develop a more cohesive approach across Adelphi’s online portfolio.
Getting to Work
In April 2018, AllCampus and Adelphi University launched a comprehensive marketing strategy with the following key steps:
- Proving the viability of online programs with market research
- Introducing a fully online option with virtual residencies
- Renaming the program to “Online MSW” to better reflect the format and appeal to prospective students
Key Features/Benefits
- Market Research: In-depth market analysis guided marketing decisions, including the decision to transition to a fully online format.
- Collaborative Approach: AllCampus’s enrollment and marketing teams worked closely with Adelphi faculty and stakeholders to implement best practices for online student recruitment and support.
- Flexibility for Students: Introducing virtual residencies allowed working professionals to pursue an MSW without significant disruption to their lives.
The Results
Since the partnership began:
Enrollment Growth
The Spring 2024 term saw the highest spring start in the program’s history and a 15% increase in enrollments from the previous year. The program also had the second-highest start in program history for Fall 2023.
Lead Generation
AllCampus and Adelphi gained a 13% increase in leads year-over-year while reducing cost per lead.
Program Renewal
The partnership was renewed in May 2023.
“AllCampus’s marketing strategies have allowed us to deliver our MSW program to more working professionals aspiring toward social work. A high-quality education has always been Adelphi’s top priority, and now we can bring that to busy students who need flexible online programs..”
— Patricia A. Joyce DSW, Associate Professor School of Social Work, Director of Online MSW Program School of Social Work
AllCampus’s partnership with Adelphi University demonstrates the impact that strategic marketing and collaboration have in higher education. By embracing innovative solutions and adapting to market needs, Adelphi has grown its MSW program and set a new standard for flexibility in social work education.
Contact Information
For more information on how AllCampus can revolutionize your university’s enrollment strategy, contact our University Solutions team at sales@allcampus.com.
