Case Study: Rutgers University achieves a 4.8x ROI and reverses declining online enrollment with Anthology’s OPX solutions

Maximizing online enrollment and ROI with Anthology’s Online Program Experience (OPX) solutions at Rutgers

Rutgers University, the State University of New Jersey, faced declining online enrollment and limited visibility under a traditional revenue-share online program management (OPM) arrangement. Seeking more control, transparency, and a cost‑effective alternative, Rutgers partnered with Anthology and its Online Program Experience (OPX) solutions to move away from the OPM model while retaining in‑house ownership of core functions like instructional design, LMS/IT support, and state authorization.

Anthology delivered an unbundled, fee‑for‑service OPX approach—providing program-by-program market research, data-driven digital marketing, program microsites, and dedicated enrollment and retention coaching—while Rutgers brought key delivery functions back in-house. In the 1.5 years after launch Anthology’s campaign drove 24.8M+ impressions, contacted 6,000 prospective students, achieved conversion rates above industry benchmarks, cut cost‑per‑lead nearly 50% below projections, reversed enrollment declines, and delivered a 4.8x return on investment, with full data transparency to support ongoing optimization.

Rutgers University