Kennedy & Company partnered with Fairleigh Dickinson University to conduct primary research in the form of surveys and focus groups with key stakeholders such as prospective and admitted students and their family members, and high school counselors. Areas of inquiry included reasons for the non-completion of application for admission to aspects of the college experience stakeholders place a price premium on to factors influencing the college choice decision. FDU sought to better understand its position in the market among their stakeholders in order to sustain enrollment for the long term. Results of the primary research efforts allowed the teams involved in enrollment management activities to further strengthen communication efforts and messages, and make plans to grow its enrollment funnel.
