Case Study: Rice University achieves enrollment growth and expanded Houston outreach with Anthology Research & Strategy and Performance Marketing

How Rice University’s Glasscock School of Continuing Studies saw enrollment gains with Anthology

Rice University’s Susanne M. Glasscock School of Continuing Studies faced the challenge of creating a transparent, scalable marketing model to reach non-traditional learners across Houston and to drive enrollment for roughly 300 offerings. To expand outreach and build a replicable strategy, the Glasscock School engaged Anthology, using Anthology’s Research & Strategy and Performance Marketing solutions.

Anthology led primary and secondary market research, then implemented a 15-month, conversion-focused media plan with a program microsite, text and display ads, retargeting, and a segmented communications and engagement campaign (including live calls, SMS, and recorded voicemail). The effort delivered measurable impact: 87% of projected interest, 93% of projected information session sign-ups, 141% of projected registrations through six months, and a 1.9x return on investment—establishing a repeatable model for future program growth with Anthology.

Rice University

David Vassar

Assistant Dean, Professional & Corporate Programs