The challenge. Montclair State University, a well-regarded public research university, competes for undergraduate enrollment in a crowded Northeast market. For nearly a year, marketing had not produced the volume or quality of leads needed to hit enrollment goals. Conversion sat well below benchmark.
What we did. MSI The Agency, the university's partner across graduate and undergraduate marketing, started with a deep-dive analysis of past campaigns to find inefficiencies and untapped demand. Instead of refining a strategy that was not working, we rebuilt the program over 12 months. The new plan favored high-intent channels over raw traffic and aimed investment at applications and enrollments rather than lead counts.
The results. Verified applications nearly doubled and inquiries grew fivefold, with 66% less paid traffic. The university finished 72% over its FY26 lead goal.
- +72% over the FY26 lead goal
- +98% verified applications, year over year
- 5x inquiry volume, year over year
- -66% paid traffic, year over year
- +55% improvement in cost per lead
- +73% increase in enrollments
- +223% increase in return on ad spend
Application, inquiry and traffic changes compare like periods year over year.
Capabilities: MSIActivate™ · Analytics & Attribution · Media Planning & Buying · Strategy & Planning