Case Study: Minnesota State University, Mankato achieves a 9.8% increase in domestic freshman enrollment with Liaison’s Enrollment Marketing Platform (EMP)

Minnesota State University, Mankato boosts yield of domestic freshmen by nearly 10%

Minnesota State University needed to increase freshman enrollment without expanding its admissions budget, so the admissions team sought a data-driven way to focus outreach on prospects most likely to enroll. To do this, Minnesota State University adopted Liaison’s Enrollment Marketing Platform (EMP™) to supplement purchased predictive-model (PM) scores and to identify engagement signals for the many prospects without PM scores.

Using Liaison’s EMP, the university tracked behaviors, assigned engagement scores, and ran personalized multichannel campaigns (email, text, calls and targeted offers) to students with high engagement. The results: a 9.8% year‑over‑year increase in domestic freshmen (about 200 more first‑year students, roughly $1.1M in additional tuition), a 61% enrollment rate for accepted students with engagement scores of 300+, a clear low‑yield segment below 150, and more efficient use of higher‑cost recruitment tactics.

Minnesota State University

Brian Jones

Director of Admissions