Increasing Applications from Underrepresented Minorities
The US Coast Guard Academy ranks among the nation’s most prestigious institutions of higher learning. The Academy educates future leaders of America’s multi-mission, maritime military force. We helped the Academy increase applications from underrepresented minorities (URM).
Challenge
As one of the smallest federal service academies, the US Coast Guard Academy (USCGA) is highly selective. It enrolls just 1,047 cadets. The Academy has specific goals regarding enrollment geography and the diversity of its corps of cadets.
The Academy sought to attract a more diverse pool of applicants for current and future classes. They wanted their cadets to represent America’s current geographic and ethnic diversity.
Their goal was to drive current-year enrollments and establish a robust pipeline of future applicants. To do this, they aimed to boost participation in their Academy Introductory Mission (AIM), a weeklong summer program for high school juniors.
Solution
JPL’s multi-media, multi-touch national campaign helped the Academy achieve its enrollment goals and diversify its future student population.
Our “College Exceeded” concept centers around the idea that the Academy is for students who want to make a difference, not just earn a degree.
The segmented search and nurture campaign targeted underrepresented minority high school sophomores and juniors throughout the US. To do this, we used variable data and personalization technologies. We also engaged USCGA alumni in the URM inquiry-to-application process.
Results brought in the largest underrepresented minority AIM applicant pool in the Academy’s history.
Results
61%
increase in sophomore URM inquiries
28%
increase in junior URM inquiries
34%
increase in URM AIM applicants
19%
increase in URM USCGA applicants
16%
increase in all USCGA applicants
