Case Study: Queens University of Charlotte achieves doubled prospect response and record enrollments with Ruffalo Noel Levitz's SMART Approach

Queens University of Charlotte - Customer Case Study

Queens University of Charlotte partnered with Ruffalo Noel Levitz to identify students who were a better fit for the institution—those more likely to enroll, succeed and help the university expand into new markets. The university’s objective was to refine recruitment toward students with characteristics aligned to Queens’ academic and co-curricular strengths, and they implemented Ruffalo Noel Levitz’s SMART Approach® to achieve that goal.

Using SMART Approach®-qualified prospect lists from Ruffalo Noel Levitz and the model’s data variables, Queens doubled initial response rates versus prior efforts, tailored communications (highlighting study abroad and leadership programs), and expanded recruitment into targeted external markets. By keeping high-scoring nonresponders in the funnel with adjusted messaging, the campus generated more than 85 applications and 15 new students each of the last two years who otherwise would have been removed, and enrolled two of its largest three classes in its 150-year history; SMART Approach names now make up about 35–40% of their list purchases.

Queens University of Charlotte

Brian Ralph

Vice President for Enrollment Management