Private University: COVID-Era Crisis & Enrollment Strategy

During COVID-19, a private California university faced unprecedented uncertainty. Leadership needed to understand what parents and prospective students were thinking and prioritizing—to inform critical programming and messaging decisions.

Conducted in-depth qualitative interviews with families and prospective students during the height of pandemic uncertainty. Explored concerns, priorities, decision-making factors, and what matters most in crisis.

Insights informed programming and messaging decisions with confidence. University made decisions addressing real family concerns. Result: Anticipated 15% enrollment loss was cut to below 5%.