Tribeca was concerned that they may lose potential students to more “traditional” colleges or more art-centered competitors, and wanted to figure out how to better leverage their smaller size, focused degree offerings, and strong emphasis on real-life, project-based learning.

Their 221 respondents came from prospective student leads captured via their website. Key factors impacting the students’ choice to apply were related to financial, career, and reputation aspects.

They learned that a teacher or other professionals recommending a college is an important driver for students choosing where to go to college. This highlighted an opportunity for Tribeca to increase awareness and build more relationships with teachers, counselors, or other professionals to increase awareness of their high quality degree programs.

For those who had considered Tribeca but chose to go to a competing school, the most important drivers of choice were related to prestige and reputation of the school. This revealed that Tribeca needs to make sure that their admissions materials reinforce a strong message about their great overall reputation, accreditation, and well-established history so that prospective students are more aware of all they have to offer.