Reviving a Stagnant Program
The partner was seeking to increase enrollment in its online Master of Science in Nursing degree program. After performing brand and program discovery sessions, persona research, and other program assessments utilizing our proprietary Online Accelerator (SM) approach, we determined the program didn’t offer a sufficiently high-demand degree or communicate a strong value proposition.
We recommended adjusting the program messaging to assuage applicants’ enrollment concerns and adding a Family Nurse Practitioner (FNP) concentration to the MSN program to attract a new group of prospective students.
- Nonprofit, faith-based university
- Growing online program presence
- Recognized for educational excellence, value and outcomes
"We aggressively tested the research-based marketing strategy — for example, research showed nurses value an integration of faith in their practice, so we were able to differentiate this faith-based partner in a strong way by embracing its bold declaration of faith."
How Keypath Accelerated the Program's Growth
Our experts began by deploying Online Accelerator (SM), a business model that achieves accelerated growth of existing online degree programs through supplied capital, integrated marketing and a proprietary 123-point program assessment for identifying program opportunities.
The associated research unearthed new information about what Master of Science in Nursing (MSN) students truly valued in their education, career path, desired career outcome and more. Our findings led us to strongly recommend adding an FNP concentration to the partner’s online MSN offering.
We then set an objective to double the total number of MSN students year-over-year by investing in specific marketing strategies tailored to prospective FNP applicants. We aggressively tested the research-based marketing strategy — for example, research showed nurses value an integration of faith in their practice, so we were able to differentiate this faith-based partner in a strong way by embracing its bold declaration of faith. However, we conducted testing to ensure faith-centric messaging wasn’t a barrier to students of other religions or with other primary concerns.
Thanks to our full suite of web assets, the partner was able to take its new program to market and begin building an applicant pipeline in under two months.
Keypath's Online Accelerator Garners Immediate Results
- In less than one year, student enrollment in the program increased by 150 percent.
- The partner saw a 4 percent lead-to-start increase following the launch of the FNP concentration.
- Keypath drove higher than 70 percent application-to-start rates for the program.
- Student retention tops 90 percent term-over-term.