Case Study: Utica College achieves higher enrollment and lower published tuition for families with Ruffalo Noel Levitz

How Utica College increased first-year enrollment 37 percent with a new pricing strategy

Utica College, a four-year private institution in Utica, New York, faced aggressive competition from lower-priced peers and believed a lower published tuition could boost enrollment. To test and implement a strategic price reset, Utica engaged Ruffalo Noel Levitz and used RNL Price Sensitivity Analysis alongside RNL Advanced FinAid Solutions to align tuition, aid, and enrollment goals.

Ruffalo Noel Levitz helped design a lower published price and an awarding strategy, complemented by broader marketing of the new pricing; the effort produced a 40% increase in applications, a 37% rise in first-year enrollment, a 5% improvement in first-to-second-year retention, nearly $1,400 saved per returning student, a reduced discount rate, and increased net tuition revenue per student. Federal and state aid coverage of published tuition rose to 62% from 36%, further lowering family loan burdens.

Utica College

Jeffery T. Gates

Senior Vice President for Student Life and Enrollment Management