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Clark Atlanta Case Study

Institution Overview

Clark Atlanta University is a comprehensive, private, urban, coeducational institution of higher education with a predominantly African-American heritage. It offers undergraduate, graduate, and professional degrees as well as certificate programs. Clark Atlanta University is the largest of the United Negro College Fund institutions with enrollment of 5,000 students. It’s the only private historically black college or university classified as a Doctoral/Research-Intensive institution by the Carnegie Foundation for the Advancement of Teaching.

Challenge

Clark Atlanta University was looking to boost its online communications with prospective students. It wanted to improve its outreach and build stronger relationships with those students. Its current web site was not accomplishing the university's goals, and Clark Atlanta realized it needed to create something quickly in order to reach prospects.

Solution

Clark Atlanta's admissions department chose James Tower to help achieve its goals. James Tower illustrated its dedication to the project by working hard to understand the needs and challenges Clark Atlanta faced. Because of that dedication, James Tower was able to provide a solution that would best solve CAU's challenges. That solution was AdmissionsGenie.

Clark Atlanta saw AdmissionsGenie as a proven solution that would meet its needs. The implementation time for AdmissionsGenie was short, which enabled Clark Atlanta to start speaking more effectively with its prospective students more quickly. The AdmissionsGenie product also allowed Clark Atlanta to accomplish its goals without greatly imposing on the existing IT structure or admissions team.

Results

Despite the loss due to turnover of Clark Atlanta’s Director of Enrollment Management and a newly appointed Director of Admissions early in the project, Clark Atlanta’s AdmissionsGenie site was successful. The site helped capture the attention of prospective students and helped Clark Atlanta deliver the largest freshman class in school history for fall 2006. Thousands of profiles, online requests for information, and posts to message boards were created and submitted. Also, hundreds of campus visits were placed using the AdmissionsGenie site. Clark Atlanta isn’t stopping there. Its admissions team has set an even more aggressive goal for 2007 with another record-breaking enrollment class.

See Clark Atlanta's AdmissionsGenie statistics>>