Since its founding in 2013, Vista College Prep has been a beacon of excellence for students in Phoenix, Arizona. The network of five elementary and middle schools serves a predominantly low-income population, offering high-performing public and free charter education to families in need. As Vista grew, so did the complexities of managing recruitment and enrollment. The organization recognized that relying solely on budgeted enrollment targets and peak application seasons was no longer enough to meet their goals. They needed a smarter approach—one grounded in data, with the flexibility to navigate summer attrition and fall no-shows.
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The Enrollment Challenge
Vista College Prep had always set their recruitment cycles based on budgeted targets, but they soon realized this model had serious flaws. Summer attrition and no-shows in the fall were unaccounted for, leaving gaps in their enrollment numbers. Additionally, many families submitted applications late in the cycle, often during the peak season of late June and July, which complicated the final push to fill classrooms. As their network expanded, so did the urgency to address these challenges.
With limited resources, a growing number of schools, and applications arriving later than ideal, Vista College Prep needed a strategy that would keep their enrollment steady throughout the year. The question became: How could they create more accurate enrollment targets and improve their data tracking systems to meet the demands of their expanding student body?
A Data-Driven Approach to Enrollment
To overcome these obstacles, Vista College Prep turned to a more strategic, data-informed approach. The team began by analyzing three years of data, focusing on key metrics like summer attrition, start-of-school no-shows, and in-year student turnover. They also took a close look at their lead- and application-generating pipelines to see which tactics were working and which needed improvement.
This in-depth data analysis enabled Vista to create more accurate enrollment targets for each grade and campus. They developed detailed forecast models that identified strengths and weaknesses at a micro level, helping them shape their broader recruitment strategy. These models allowed Vista to set realistic goals, anticipate challenges at certain campuses, and plan accordingly.
HubSpot Data Dashboards played a pivotal role in this transformation. With HubSpot, Vista could track progress toward their goals in real time, breaking down data by month, lead source, and conversion tactics. The dashboards also provided critical insights into team performance, allowing for more transparent data sharing across the organization. This enhanced focus on data not only sharpened Vista’s field strategies but also laid the foundation for their most successful recruitment cycle to date.
HubSpot’s Role in the Transformation
The historical data analysis powered by HubSpot revolutionized Vista’s approach to recruitment. The team examined key metrics like leads per week, applications per week, and the success rates of various recruitment pipelines. This allowed them to build a forecast model based on real data, accounting for factors like summer attrition and August no-shows. By having a deeper understanding of grade-level recruitment by campus, Vista could adjust their targets and focus resources where they were most needed.
HubSpot’s Data Dashboards also gave the Vista team a clear view of where their efforts were paying off. For instance, as they brought on external vendors to support field strategies, the dashboards enabled them to monitor specific conversion rates and lead quality associated with each vendor. This level of transparency allowed them to make quick adjustments and keep their recruitment strategy on track.
One major insight the team gained from HubSpot data was the need to collect applications earlier in the recruitment cycle. Historically, Vista’s peak application season landed in July, which posed challenges with the first day of school fast approaching. With key dates like the estimated counts submission already behind them and many families committed to other schools, late applications often led to missed opportunities. By setting a goal to gather more applications earlier in the year, Vista was able to stay ahead of the curve and avoid the rush of late-season enrollments.
A Stronger, More Efficient Recruitment Cycle
Vista College Prep’s new data-driven approach paid off in a big way. By aligning their digital campaigns with stronger event strategies and longer promotional runways, they were able to increase lead generation by 50% year over year. Enrollment also saw a 10% increase, with Vista’s cost per enrollment dropping by $145—a significant boost in efficiency.
The early launch of their field strategy and alignment with digital campaigns ensured they were targeting the right families at the right time. By combining data analysis with a strategic focus on recruitment timing, Vista College Prep successfully navigated the challenges of late applications, summer attrition, and no-shows.
A New Path Forward
Vista College Prep’s experience highlights the importance of adapting to the ever-changing education landscape. By embracing data and using tools like HubSpot to inform their recruitment strategies, Vista not only hit their enrollment targets but also set a new standard for data-driven decision-making in charter schools.
Their journey is a reminder that when schools invest in the right tools and insights, they can overcome even the most complex challenges and continue to serve students with the highest level of excellence.
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Vista College Prep’s success shows how data-driven strategies can transform recruitment and enrollment. If your institution is ready to see similar results, visit our education industry page to learn how we can help you overcome challenges and achieve your goals.
