Case Study: a private California university cuts expected enrollment loss with Greenbook

Private California university cuts anticipated enrollment loss from 15% to below 5% with Greenbook

A private California university faced unprecedented uncertainty during the COVID-19 pandemic. Its leadership needed to understand the concerns and priorities of parents and prospective students to make critical programming and messaging decisions. They engaged the vendor Greenbook and its qualitative research service to address this challenge.

Greenbook conducted in-depth qualitative interviews with families and prospective students to explore their concerns and decision-making factors. The insights gained informed the university's programming and messaging with confidence, allowing them to address real family concerns. As a result, an anticipated 15% enrollment loss was reduced to below 5%.