Case Study: George Mason University achieves 4x higher enrollment yield with TargetX Schools App

TargetX’s Schools App creates a robust online community that is mobile, customized, and sparks (and maintains) student interest

George Mason University, the largest public research university in Virginia, faced rising pressure to grow enrollment yield but was hampered by outdated admissions tools that couldn’t engage admitted and prospective students—especially via mobile. Admissions staff needed a way to meet students where they were, coordinate campuswide communications, and capture attention in a more customized, mobile-first way.

TargetX’s Schools App provided a branded mobile community that connects incoming students with faculty, staff, and peers, breaking down communication silos and enabling targeted outreach through features like keyword alerts. The result: students who joined the app are about four times more likely to enroll—for example, 60% of out-of-state students who used the app enrolled versus just 4% who did not—while staff gained efficiency in identifying and engaging key prospects.

George Mason University

Matthew Boyce

Director of Enrollment Management