How to Leverage School Partnerships/Campaigns for College Enrollments

When it comes to increasing college enrollments, it’s easy to think about traditional ways like advertising, campus tours, or open houses.

But what if the key to attracting more students could come from an unexpected place: high school partnerships?

That said, meaningful collaborations between high schools and colleges can guide students from their first day of high school to graduation.

Given the implications of declining college enrollment, these partnerships and campaigns provide a touchpoint for students at every stage of their educational journey,

At the same time, colleges gain access to a more prepared and engaged pool of applicants who are excited about continuing their education.

Therefore, prospective students who aren’t aware of your college and are actively looking around will benefit most from such tactics.

In this post, we’ll explore how school partnerships for college enrollments move prospective students through the recruitment funnel with examples of different campaigns.

The Importance of School Partnerships in College Marketing

Partnerships with high schools are not just about getting your college’s name out there.

It’s about creating trust and opening doors for future students.

For this, college-high school relationships are incredibly valuable, giving them direct access to a pool of prospective students.

Moreover, with these partnerships, colleges can work closely with educators and counselors with the inside scoop on students’ academic strengths, interests, and potential.

This connection helps colleges identify the right candidates and build relationships long before the application process begins.

For example, colleges might offer workshops, college prep programs, or even dual-enrollment courses to help students transition to higher education more smoothly.

Hence, when high school educators see that a college is invested in their student's success, they are more likely to encourage their students to apply, creating a natural pathway for future enrollments.

Moreover, admissions outreach becomes much more effective when it’s not just about selling a program but building trust with schools.

This type of relationship-building creates a positive reputation, making a college stand out when students start considering their options.

Types of School Partnership Campaigns (Examples of School-College Campaigns)

When colleges and high schools team up, they open the door to a variety of exciting opportunities for students.

These partnership programs take many forms, each designed to engage students, give them a glimpse into college life, and boost enrollment.

Here are some of the most effective campaign strategies to attract prospective students:

1. Academic Fairs and College Nights

For colleges and universities, academic fairs are an excellent opportunity to connect with a large number of students all at once, generate interest, and start building relationships long before students apply.

For high schools, it’s a great way to help students understand their options and start thinking about the future.

For example, Northwood University hosted a college fair with over 30 Michigan colleges and universities.

Source: Northwood University

The event was open to high school students, transfer students, and their families as a chance to meet admissions reps and learn about college options.

The fair also featured two financial aid sessions, covering the FAFSA, scholarships, grants, and loan options. These sessions helped prospective students and families make informed decisions about financing education.

2. Mentorship Programs

Another effective campaign is creating mentorship programs where college students or faculty guide high school students through the college application.

These programs give high schoolers valuable advice on choosing the right college, preparing for standardized tests, and even navigating the admissions process.

The CUNY Mentoring Program is a great example of how mentorship programs can help increase college enrollment.

This initiative paired NYC public high school seniors with CUNY peer mentors over the summer.

Source: CUNY

The results were impressive. Students who participated were more likely to enroll in college than those who didn’t. The gains were especially notable among Black, Hispanic, and low-income students.

This program specifically addresses summer melt, where students accepted to college don’t enroll in the fall.

As a result, this not only builds a personal connection between the college and the student but shows how effective peer mentoring can encourage students to pursue and complete their college journey.

3. Scholarships for High School Students

Many colleges collaborate with high schools to create special scholarship opportunities for students who show academic promise or meet certain criteria.

This is a powerful way to generate interest from students who might otherwise not have considered college due to financial concerns.

According to data from the Education Based Initiative, first-time undergraduates who receive government grants and scholarships at a four-year college receive about $15,750 annually.

For example, Davis Tech College offers high school seniors ready to continue their education after graduation. This scholarship encourages high school students to continue their education at Davis Tech.

Source: Davis Tech College

As a result, this scholarship will help students feel financially supported and boost college enrollment.

4. Co-Branded Events

Sometimes, the best way to create excitement around a college is through co-branded events.

These events are organized jointly by the high school and college, with institutions working together to create a memorable experience.

These could range from campus tours, open houses, festivals, and workshops to social events where students can interact with current college students and faculty.

The QUT workshop program is an excellent example of a co-branded event where a university collaborates with schools to offer engaging educational experiences for high school students.

These workshops provide students with hands-on opportunities to explore different fields of study while gaining practical skills, all within a university setting.

Source: QUT University

QUT provides the venue, expert instructors, and university-level experiences while the schools bring their students to these workshops.

As a result, prospective students are more likely to consider enrolling when they feel connected to a college community. It transforms the abstract concept of "going to college" into a tangible and desirable future.

5. Dual-Enrollment Programs

Dual enrollment programs allow high school students to take college-level courses for credit while still completing their high school education.

According to the NSC Research Centre, dual enrollment grew another 7 percent in the fall of 2024 from a year earlier, even as the number of traditional college freshmen fell.

Therefore, it is an attractive option because it allows students to get a head start on their college education, often at a lower cost.

For colleges, these programs are fantastic ways to introduce students to the college environment early on and increase their chances of transitioning to full-time students.

For example, Grace College's dual enrollment programs allow high school students to take college-level courses and earn college credits while still in high school.

Additionally, Grace College offers an Associate Degree program where high school students can earn an associate degree before graduating.

Source: Grace College

Moreover, this program provides cost savings, as students can complete college courses at a reduced rate, either online or on-campus, reducing college expenses.

Student outreach activities like these are powerful ways to create connections, boost interest in college, and increase enrollment.

How to Design an Effective School Partnership Campaign

An effective school partnership campaign requires thoughtful planning, a clear understanding of goals, and the ability to connect students and educators.

Here’s a step-by-step framework for designing impactful school partnership campaigns:

1. Define Your Goals

Before starting any campaign, you must be clear about your goal.

Ask yourself questions like:

• Are you looking to increase college applications or enrollment numbers?
• Do you want to offer high school students a chance to explore college programs?
• Are you trying to create a stronger relationship with local schools?

For example, if your goal is to boost enrollments, you must set a target of increasing applications by 10% over the next year.

That being done, defining your goals will guide every step of your campaign design.

2. Identify Your Target Schools

Not all schools are the same, so it’s important to identify which ones will benefit most from the partnership.

Consider factors such as:

• Location: Are you targeting local high schools or schools in different regions?
• Demographics: What are the students' interests or career goals? Do they align with the programs you offer?
• Resources: Does the school have the infrastructure to support a partnership, such as teachers and staff willing to collaborate?

Once you’ve identified your target schools, reach out to school administrators and teachers for their feedback on this partnership.

This can help you design a campaign that fits their needs and interests, making the partnership more successful.

3. Tailor Your Message

Your message must resonate with students and schools, so it’s important to communicate the benefits.

Here’s how you can tailor your message:

• For Students

Focus on what’s in it for them. Highlight how the partnership can help them save time or explore career paths early (like through dual enrollment or workshops).

• For Schools

Show how the partnership supports their goals. This could include providing students with more opportunities, helping to enhance their curriculum, or offering resources they might not otherwise have access to.

As a result of these tailored messages, you can make your campaign feel personal and relevant, driving better engagement.

4. Create Engaging Content

Once you have your message, think about how to present it.

You can use a variety of content formats like:

• Workshops or information sessions: Host events where students and educators can learn about the benefits of the partnership.
• Social media and email campaigns: Short, engaging posts with clear calls to action can encourage participation.
• Brochures or flyers: Create easy-to-read materials that outline the key benefits of your programs and how students can get involved.

Most importantly, the content should be clear, visually appealing, and easy to understand, emphasizing the partnership’s benefits.

5. Leverage Existing Relationships

If you already have connections with certain schools or educators, use those to your advantage.

Consequently, these personal relationships can make a big difference in getting buy-in.

Also, you must ask for feedback from school staff to refine your campaign and ensure it’s something they’ll support.

6. Offer Incentives and Support

To make your campaign even more appealing, consider offering incentives or additional support.

This could include:

• Scholarships or discounts
• Mentorship or guidance
• Exclusive opportunities like webinars, workshops, and events.

Moreover, to build a long-term partnership, you must maintain contact and communication with the school and keep them informed of your progress and plans.

As a result, it will help you understand what worked well and what didn’t.

Using Technology to Enhance Campaigns

Within higher education, colleges focus on maintaining relationships to engage with students before, during, and after enrollment.

Therefore, colleges must integrate technology to enhance campaign communication with the schools.

Here’s why using technology is important:

• Enhance outreach efforts
• Simplify communication
• Improve recruitment processes

However, the benefits aren’t limited to these, as the level of digital transformation depends on the resources available.

Here are some of the best technologies to strengthen school partnerships and make campaigns more impactful.

1. Customer Relationship Management (CRM) Systems

A CRM system allows colleges to gather, maintain, and interpret data about prospective students and make key touchpoints throughout the student lifecycle, from initial application to graduation.

It integrates student engagement tools for school partnerships and campaigns, helping colleges build personalized experiences at scale.

With all your school contacts and interactions in one place, a CRM helps you:

• Track communication: Keep notes on meetings, emails, and interactions with school administrators, ensuring you never miss a follow-up.
• Personalize outreach: Segment your audience and tailor your messages to different groups (e.g., high school seniors vs. teachers) to ensure your campaigns resonate with each group.
• Monitor engagement: Track how schools and students respond to your campaign, making adjusting your approach as needed easier.

Moreover, CRMs are designed to manage multiple partnerships while maintaining personalized communication.

2. Social Media

Social media platforms are essential for reaching a broad audience, especially when engaging students.

Also, when schools tag your education brand, this not only showcases the partnership but also helps your brand get more exposure, develop interest, and create awareness.

Here’s how social media can enhance your campaigns:

• Build awareness: Use platforms like Instagram, Facebook, and Twitter to promote workshops, scholarships, or other opportunities.
• Targeted advertising: Social media ads allow you to target specific groups based on age, location, and interests, ensuring your campaign reaches the right students and educators.
• Real-time updates: Social media lets you share real-time updates about events, deadlines, or new opportunities, keeping your audience informed and engaged.

Most importantly, social media provides real-time feedback and the ability to communicate instantly with prospects.

As a result, it helps you spread the word about your school collaborations and create buzz around your campaign.

3. Email Marketing

Email marketing remains one of the most effective tools for school partnership campaigns.

Through well-crafted email campaigns, you can directly reach schools, students, and parents with important information.

Here’s how to make the most of it:

• Segmented email lists

Tailor your emails to different audiences. For example, send information about dual enrollment programs to high school seniors and workshop invitations to teachers.

• Automated follow-ups

Use email automation tools to send reminders or follow-up emails after events, ensuring your campaign stays at the top of your mind.

• Engagement tracking

Track open rates, click-through rates, and responses to see how effective your emails are and adjust the message.

You can also incentivize students to boost the number of emails collected by:

• Offer incentives like downloadable content, such as academic program brochures or the latest digital edition of the university magazine, in exchange for email addresses.
• Include an automated scheduling tool on your website, allowing prospects to confirm a call with a recruitment officer or academic advisor by providing their email.

Instead of one-off blasts, email is a continuous thread that guides your partner schools through their journey with your college.

4. Online Engagement Tools

Digital school campaigns can benefit greatly from a variety of online engagement tools, such as virtual workshops, surveys, and interactive platforms.

Webinars and virtual workshops make it easy to showcase programs, answer questions, and engage with a wider audience.

Similarly, online surveys gather feedback from students and schools about what they want in a partnership. This helps you refine your approach and create more relevant content.

In addition, tools like online forums or learning management systems can provide spaces for students and schools to interact with your campaigns, ask questions, and learn more in real-time.

5. Analytics and Data Tracking

One of the biggest advantages of using technology in your campaigns is the ability to track data and measure success.

Tools like Google Analytics, social media insights, and email marketing dashboards allow you to:

• Monitor engagement: See how many people click on your links, attend events, or sign up for programs.
• Analyze outcomes: Identify which parts of your campaign are working and which need improvement so you can refine your approach for future campaigns.
• Track conversions: Monitor how many students actually take the next steps, like applying to a program or attending a workshop, to evaluate the ROI.

Moving forward, with data-driven insights, you can continuously improve your campaigns and make more informed decisions.

How to Measure Success and ROI of College School Partnership for Enrollments

Once you've run your school partnership and campaign, the next step is measuring its success.

What if a student doesn't apply or enroll in your college immediately after engaging with your partnership campaign?

Meanwhile, they visit your college’s website multiple times, click through several email newsletters, download program brochures, and attend an information session.

Which of these interactions should get credit for the enrollment?

Should it be the first touch—the initial social media post or outreach from the school?

Or should it be the email newsletters, which clearly engaged the students as they opened and clicked through several articles?

Or perhaps the information session, which was the last touch before the student finally submitted their application?

In school partnership campaigns, it’s important to understand the full journey a student takes and how each touchpoint contributes to their decision.

Tracking and attributing the right interactions helps you better understand which parts of your campaign are most effective in driving applications and enrollments.

This helps you understand what worked, what didn’t, and where to improve for future campaigns.

Here are several key metrics that can directly link to student interest and enrollment:

1. Student Inquiries

Start by tracking the number of inquiries or leads generated from your campaign.

This could include:

• Emails collected from interested students.
• Phone calls or website visits triggered by your partnership campaign.
• Request for information (RFI) forms filled out by students who want to know more about the college’s programs.

You can easily measure the student inquiries on CRM or email marketing tool dashboard. Also, website traffic and form submissions indicate how many students have engaged with the campaign.

2. Applications

Next, focus on the number of student applications submitted after the campaign.

This is one of the most direct indicators of interest resulting from the partnership. A rise in applications following the campaign shows that the partnership and messaging resonated with the students.

For this, you need to compare the number of applications during the campaign period to previous periods.

3.  Enrollment Rates

As discussed earlier, the end goal of school partnerships is to drive enrollment. Tracking the number of students who showed interest or submitted applications who actually enrolled can provide a clear picture of how your campaign converted interest into action.

To measure this, you must track the enrollment rates of students who participated in the partnership program compared to those who didn’t.

In addition, you must look at the conversion rate from application to enrollment to assess how well your messaging and follow-up strategies worked.

4. Engagement Metrics

Engagement metrics, such as event attendance, webinar participation, or workshop sign-ups, can provide deeper insight into students' interest in your offerings.

Therfore, high attendance, and participation are strong indicators of student interest and can correlate with higher application and enrollment rates.

To measure this, you must track attendance at workshops, webinars, and other events related to the campaign and measure interactions on social media posts.

5. Campaign ROI

As you develop your partnership strategy, remember that Return on Investment (ROI) doesn’t always have to be about financial outcomes.

Once you've established ways to track the financial impact of your school partnership campaigns, be sure to include softer metrics as well, such as social media engagement, likes, and new followers.

These interactions can provide valuable insights into the long-term impact of your campaign on brand awareness and student interest.

To calculate the marketing ROI for your school partnership campaign, subtract the campaign cost from the increase in student enrollments or applications and divide the result by the campaign cost.

For example, if the campaign led to $20,000 in additional revenue from student enrollments, and the campaign cost was $2,000, the ROI would be 900%. (($20,000 - $2,000) / $2,000) = 900%.

However, it's important to note that this formula assumes all enrollment growth is directly linked to the campaign.

To get a more accurate view of the campaign's impact, be sure to account for factors like organic growth and other influences on student decisions.

6. Feedback and Surveys

Finally, gather feedback directly from students and school partners to measure the qualitative success of your campaign.

It will help your college assess student satisfaction with the campaign materials, events, and overall experience from this.

To receive feedback, conduct surveys with students who engaged with the campaign to understand their experience and decision-making process.

Additionally, school administrators should be asked for feedback on how the partnership was received and if it met their expectations.

Conclusion

To sum up, leveraging school partnerships and campaigns is a powerful way to boost college enrollments.

Also, these partnerships provide students with valuable opportunities to explore their future academic paths while positioning your college as a top-of-the-mind choice.

Make the students, not your college, the focal point of your recruitment messaging.

Therefore, designing the campaign starts with setting clear goals, identifying the right schools, and tailoring messages to resonate with students.

Moreover, with the use of technology tools like CRM systems, social media, and email marketing, you can streamline communication, engage students, and track the success of your efforts more efficiently.

Plus, the ability to measure metrics such as inquiries, applications, and enrollments helps you assess the impact of your campaign and refine future strategies.

With that being done, partnerships not only help drive enrollments but also build long-term relationships with schools attracting students to your college.

Related: Learn more about our higher education marketing agency services