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University of Massachusetts Amherst Case Study

Breaking From Traditional Enrollment Strategies

"Scoir gives us another way to meet students where they are in their college search. We’re able to personalize our outreach, connect with students who are already interested in UMass Amherst, and involve parents and guardians earlier in the process."

- Allison Fossner, Director of Communications and Events at UMass Amherst

University of Massachusetts Amherst Logo on White Background.

The Opportunity

As one of the most visible public flagships in one of the country's most competitive higher ed markets, UMass Amherst wanted to move beyond traditional list-buying and search-based recruiting. Their goal was to reach students already showing genuine interest, before they'd ever appear on a purchased list, and bring parents and guardians into the conversation earlier than the application stage.

The Strategy

UMass Amherst partnered with Scoir to find those students and build stronger relationships with the families supporting them. Here's how they did it:

  • Connected their CRM directly to Scoir, so interested-student data flows automatically into their existing enrollment workflows
  • Reached students demonstrating real interest who hadn't yet surfaced through traditional channels
  • Built a messaging strategy that speaks directly to parents and guardians, which 42% of UMass followers have connected to their Scoir account
  • Used interest matching to send personalized outreach to the students who more closely fit UMass's enrollment objectives
  • Kept their profile content and events consistently updated each cycle to stay visible where students are already engaged

The Results

For the Class of 2026

62%

of their engaged seniors were reached before ever appearing through traditional recruitment channels

40%

of students whose parent suggested UMass applied

50%

average follow-to-apply rate for all followers

23%

growth in applications YoY

22%

of their incoming class were Scoir students, up from 8% at the start of partnership (with Scoir students enrolling at a higher rate than applicants overall)

UMass Amherst didn't just reach more students — they reached the right ones, sooner.

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