A few weeks ago, we published findings showing that June was the best time to launch senior campaigns for college recruitment. After that, I received some requests to look at sophomore and junior campaigns for college recruitment, and how launch date affects inquiry rates.
Here’s that analysis.
First, a word of caution: Decision Ready Applicants (DRAs) are relatively easy to measure — there’s a real action associated with them. Students apply and submit their materials to a school. Schools then record this data, partly because they are required to in order to receive any federal funding.
On the other hand, the definition of an inquiry varies from school to school. Some schools require a student to submit an inquiry form. Some go off email or their Capture Affinity Index (CAI) score. Because of this, anything in this analysis should be taken in very general terms.
With that said, like senior campaigns, launching earlier is better. For every month launched earlier, you can expect on average a 1 percentage point rise in inquiry rate when controlling for different schools.
For junior campaigns, the sweet spot seems to be October. For sophomore campaigns, the best results have been between November and February. However, in addition to the fluidity of inquiry definitions, these results have come on small volumes, so they may not be reliable indicators of future results.
With that said, they are probably good targets to shoot for.
By John Foster, Data Analyst, Capture Higher Ed