How Bucknell University’s marketing strategy reversed enrolment decline and achieved record applications
Abstract
As higher education institutions grapple with declining application rates and the looming enrolment cliff, strategic marketing has become more critical than ever. In 2019, Bucknell University faced these challenges but successfully reversed the trend, achieving record application numbers. This case study examines the key strategies that drove this transformation over five years, including data-driven decision making, targeted messaging and digital engagement tactics. By analysing Bucknell’s approach and its measurable outcomes, this paper provides actionable insights that other institutions can adapt to strengthen their admissions marketing efforts and drive sustainable enrolment growth. In total, marketing-driven efforts from 2019 to 2024 brought over 1.3 million new visitors to Bucknell’s website and generated more than 190 million brand impressions — a scale of digital reach that underscores the transformation. Through a multichannel, audience-first approach, the university achieved a 15 per cent increase in applications over five years — a key marker of the strategy’s success. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Brandy Kift is the Assistant Vice President of Marketing Strategy at Bucknell University, where she serves in a leadership role guiding marketing, branding and reputation initiatives and recruitment strategies. With more than 20 years of experience, Kift has a track record of developing and executing successful marketing strategies and managing brand identities in healthcare, the K-12 software industry and higher education.
Leah Mallett is the Associate Director of Marketing Strategy at Bucknell University, where she drives multichannel marketing strategies. She is passionate about the intersection of digital marketing and consumer-focused storytelling. As a communications professional, Mallett has a decade of experience working in non-profit marketing, finance and higher education.
