UNDERGRADUATE & ONLINE

Vermont State University

Pivot Marketing partnered with Vermont State University (VTSU) to strengthen its digital marketing strategy as it evolved into a unified institution with a distinct brand identity. Our team implemented a multi-pronged approach, focusing on lead generation, SEO enhancements, and custom CRM solutions tailored to VTSU’s evolving needs. Through strategic collaboration with VTSU’s leadership and a student-centric focus on audience targeting, we developed campaigns that aligned with the university’s unique identity while effectively reaching prospective students. This ongoing partnership has driven notable improvements in application rates and engagement metrics, supporting VTSU’s long-term enrollment and growth objectives.

The Approach

Pivot brought a full-funnel approach that paired paid media with program-specific landing pages and enrollment support tools—live chat, outbound calling, and ringless voicemail campaigns —so prospects had help at every stage. A key strategic shift moved the graduate funnel away from rolling admission toward date-specific intakes, sharpening urgency and lifting conversion.

Underpinning it all, Pivot built a full-funnel dashboard integrated with VTSU's Slate CRM, delivering real-time visibility across the funnel and enabling fast, evidence-based adjustments.

Problems we help solve

Optimizing and scaling multiple funnels across diverse student populations
Integrating marketing with enrollment support to lift conversion
Turning real-time data into quick, confident adjustments

+40% YTD

Increase in Undergraduate Deposits

Total undergraduate deposits increased 40% year-to-date, with out-of-state deposits growing 18% (25% when nursing programs are included).

+42% YTD

Growth in Graduate Deposits

Graduate enrollment momentum strengthened across the funnel, with application starts up 31%, applications submitted up 20%, admits up 26%, and deposits up 42%.

+112%

Increase in Online Program Deposits

Online programs more than doubled deposits year over year, supported by a 92% increase in application starts, 91% growth in applications submitted, and a 74% increase in admits.

Pivot Marketing has been an essential partner for Vermont State University, especially through the complex consolidation of multiple colleges into a unified university system. Their digital marketing expertise, precise ad management, and commitment to continuous experimentation have helped us reach prospective students with impactful, targeted messaging. Pivot’s comprehensive approach—spanning enrollment funnel assessment, enrollment services, and strategic student outreach—has enabled us to streamline and strengthen our recruitment efforts during a challenging transition. Their detailed reporting and actionable insights allow us to adapt and grow with confidence, making Pivot an integral part of our journey toward sustainable enrollment success.

VP of Enrollment