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Enrollment Marketing for Higher Education

A new crop of marketing materials can make all the difference.

For Wayland Baptist University (WBU), Paskill Stapleton & Lord conducted a website assessment, developed a microsite to support a marketing campaign, and redesigned its enterprise website, wbu.edu. The firm also serves as WBU’s advertising Agency of Record.

Quality research matters.

Faced with two years of declining online enrollments for their 13 online graduate and adult degree completion programs, WBU called on PS&L to reverse the trend.

To learn more about the needs of the primary and secondary audiences of its enterprise website, WBU hired PS&L to lead a website assessment to inform the redesign of the Wayland Baptist University website to better serve the needs of users. A comprehensive website assessment, including focus groups and online surveys, resulted in in-depth analysis of and recommendations for improved design, navigation, content, and user experience.

WBU enterprise site design on MacBook Pro

Enterprise Redesign

WBU’s successful enterprise redesign was highly informed by the data, observations, and strategies shared in the website assessment. The comprehensive and accessible findings served as a basis for the wbu.edu’s information architecture through content development.

WBU website on iMac full display
Wayland Baptist micrsite shown on iPad

Another aspect of the variety of services PS&L provided WBU included creating and implementing a comprehensive lead generation campaign along with dedicated microsite (wbuonline.com) to serve as an online destination for inquiries.

Digital delivers on advancing online enrollment outcomes.

PS&L developed and implemented a geographically and demographically targeted digital media campaign. The campaign’s impact was immediate — the first term saw online enrollment stabilize. Online enrollments for the Fall term represented a 9% increase compared to the previous Fall.