How Bucknell University’s marketing strategy reversed enrolment decline and achieved record applications

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/.