Case Study: University of North Alabama achieves 218% MBA enrollment increase and scalable university-wide graduate growth with Ellucian CRM Recruit

Increasing graduate enrollment university-wide

The University of North Alabama faced multi‑year declines in its College of Business MBA enrollments and needed a student‑centric, more efficient recruiting and admissions process. The college paired a Rapid Improvement methodology with the Ellucian CRM Recruit solution to eliminate redundant work, move to paperless application handling, and give staff more time for personalized outreach.

By implementing Ellucian CRM Recruit and mapping the end‑to‑end funnel, UNA automated communications, improved transparency, and sped admission approvals from several weeks to under 24 hours. The changes drove measurable impact: a 218% increase in new MBA enrollments, a 97% satisfaction rate with recruitment, university‑wide graduate growth (e.g., College of Arts and Sciences +26%, Education +11%), and scalable processes adopted across the campus.

University of North Alabama

Gregory Carnes

Dean of the College of Business