Q: We were impressed by CSCC’s use of data to inform a marketing campaign for Engage. Can you tell us more about the data you looked at and how you used it?
A: We pulled data on student use of the platform such as log in rates, number of organization memberships, and duration of accounts. We found some commonalities and were able to categorize students and employees as not active, actively engaged, or highly actively engaged. After reviewing the demographic, enrollment, course success, and semester retention trends for these groups, we learned that second year students were the primary population of students highly actively engaged.
This allowed us to start considering what it is about Engage, how we use it, and which opportunities we offer that are possibly more attractive or accessible to second year students. We began investigating how to apply these ideas to first year students, focusing first on lower-commitment opportunities like posting public events students could see before logging in. We then sent targeted communications out to the less-engaged populations identified in our research, introducing lower-commitment engagement opportunities first.