Young Harris College transformed from a 2-year to a 4-year institution through redefining its brand. It developed a brand platform focused on intellectual curiosity, leadership, and preparing students for an evolving world. This included positioning the college as a place for those willing to take undiscovered paths. An expressive manifesto conveyed the personality of being bold risk-takers. Strategic branding helped Young Harris College accelerate reaching its enrollment goal of 1,200 students, nine years early.
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Presentation by Devon Scheef and Diane Thielfoldt, Co-Founders, The Learning Café, during the Office Depot Foundation's Weekend in Boca Civil Society Leadership Symposium on September 25, 2015.
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How Branding Helped Transform a 2-Year Institution Into a 4-Year Success: The Young Harris College Story
1. How Branding Helped Transform a 2-Year Institution Into a 4-Year Success:
The Young Harris College Story
1/9/13
2. Summary
1. Listen and push hard when it comes to branding.
Lessons
Learned
2. Measurement is essential.
3. Embrace and encourage stealth applicants.
4. Focus on net revenue not discount rate.
2012 AMA Higher Education Marketer of the Year Webinar 2
3. Agenda
• Vision and Goals
• Our Approach
Agenda
◦ Branding
◦ Enrollment
◦ Paid Media & Inquiry Generation
• Results
2012 AMA Higher Education Marketer of the Year Webinar 3
5. Vision and Goals
• 2007: President Cathy Cox initiated plan to
transform from a 2-Year ―transition‖ school to a
4-Year liberal arts destination
• Master plan included:
◦ Establishing new, distinctive academic programs
◦ Improving and building new campus facilities
◦ Doubling enrollment
◦ Redefining the brand
2012 AMA Higher Education Marketer of the Year Webinar 5
6. Vision and Goals
Goals in redefining the brand:
• Stay true to the College’s foundational beliefs
• Leverage the best of the old and the necessities of the new
◦ Utilize innovative strategies for prospecting and recruitment
• Generate unprecedented new interest in YHC
◦ Ultimately, accelerated the campaign to meet targeted
enrollment goal of 1,200 students by 2015 (9 years early)
• Leverage strong collaboration between Admissions and
Communications & Marketing
2012 AMA Higher Education Marketer of the Year Webinar 6
8. The Virtuous Circle
BRAND
Position YHC in the
minds of key audiences.
(Get in the consideration set.)
ENROLLMENT
Increase enrollment
of qualified, good-fit
students.
9. Defining the YHC Brand
Key Brand Inputs
External
Perceptions
Internal
Perceptions
Core
Institutional
Vision
BRAND
Competitive
Analysis
Reasons
to Believe
2012 AMA Higher Education Marketer of the Year Webinar 9
10. Defining the YHC Brand
Defining the Young Harris Experience
Uncovered the essence of Young Harris College by speaking with
stakeholders during campus visit
•
Overall, the ―Young
Harris Experience‖
was difficult to
describe by all
•
However, everyone
was on-message and
used similar words or
phrases to describe
YHC’s unique essence
2012 AMA Higher Education Marketer of the Year Webinar 10
12. PROOF
YOUNG HARRIS COLLEGE
BRAND
PLATFORM
• Strong connection to global responsibility and citizenship (inspired by the Methodist foundation)
• Size creates: intimate relationships, widespread leadership opportunities, enduring bonds
• Appalachian setting with three ecosystems allows for unparalleled learning and extra curricular
opportunities
• Unique programs such as Outdoor Leadership and Business/Public Policy have been created to
connect to world and changing education needs
• Leadership personifies Young Harris College and is central to the close-knit community
• History of being a stepping stone to success and notable achievements for its four-year grads
• Growing access to resources—natural, financial, human, athletic, academic, etc.
POSITIONING
For those daring enough to take the undiscovered path, Young Harris is the perfect environment,
deliberately adapting to the evolving world
MISSION
Young Harris believes in a lifelong drive to “Educate, Inspire, Empower.” Through its liberal arts
education and unique natural environment, YHC encourages intellectual curiosity and educate
the whole person, with diverse educational, recreational, social and cultural experiences. This will
help prepare students for the ever-changing world so they will exemplify environmental
awareness, stewardship and service to the community.
13. PAYOFF
PERSONALITY
The intelligent risk-taker and
steward for change
Characteristics:
• Bold
• Dedicated
• Enterprising
• Actively conscious
• Warm
“I have the confidence to
challenge myself to take
chances and succeed”
PLEDGE
We are committed to
providing an unexpectedly
personal and accepting
environment that embraces
exploration of all kinds
PROOF
YOUNG HARRIS COLLEGE
BRAND
PLATFORM
• Strong connection to global responsibility and citizenship (inspired by the Methodist foundation)
• Size creates: intimate relationships, widespread leadership opportunities, enduring bonds
• Appalachian setting with three ecosystems allows for unparalleled learning and extra curricular
opportunities
• Unique programs such as Outdoor Leadership and Business/Public Policy have been created to
connect to world and changing education needs
• Leadership personifies Young Harris College and is central to the close-knit community
• History of being a stepping stone to success and notable achievements for its four-year grads
• Growing access to resources—natural, financial, human, athletic, academic, etc.
POSITIONING
For those daring enough to take the undiscovered path, Young Harris is the perfect environment,
deliberately adapting to the evolving world
MISSION
Young Harris believes in a lifelong drive to “Educate, Inspire, Empower.” Through its liberal arts
education and unique natural environment, YHC encourages intellectual curiosity and educate
the whole person, with diverse educational, recreational, social and cultural experiences. This will
help prepare students for the ever-changing world so they will exemplify environmental
awareness, stewardship and service to the community.
14. PAYOFF
PERSONALITY
The intelligent risk-taker and
steward for change
Characteristics:
• Bold
• Dedicated
• Enterprising
• Actively conscious
• Warm
“I have the confidence to
challenge myself to take
chances and succeed”
BIG IDEA
Venture
PLEDGE
We are committed to
providing an unexpectedly
personal and accepting
environment that embraces
exploration of all kinds
unconventionally
PROOF
YOUNG HARRIS COLLEGE
BRAND
PLATFORM
• Strong connection to global responsibility and citizenship (inspired by the Methodist foundation)
• Size creates: intimate relationships, widespread leadership opportunities, enduring bonds
• Appalachian setting with three ecosystems allows for unparalleled learning and extra curricular
opportunities
• Unique programs such as Outdoor Leadership and Business/Public Policy have been created to
connect to world and changing education needs
• Leadership personifies Young Harris College and is central to the close-knit community
• History of being a stepping stone to success and notable achievements for its four-year grads
• Growing access to resources—natural, financial, human, athletic, academic, etc.
POSITIONING
For those daring enough to take the undiscovered path, Young Harris is the perfect
environment, deliberately adapting to the evolving world
MISSION
Young Harris believes in a lifelong drive to “Educate, Inspire, Empower.” Through its liberal arts
education and unique natural environment, YHC encourages intellectual curiosity and educate
the whole person, with diverse educational, recreational, social and cultural experiences. This will
help prepare students for the ever-changing world so they will exemplify environmental
awareness, stewardship and service to the community.
15. Expressing the YHC Brand
Big Idea Manifesto
We believe you should aspire to goals that others may think unattainable – to dare
yourself to embark on undiscovered paths. We believe in embracing uncertainty with
curiosity and intelligence, knowing that, if we don’t, what we risk most is letting our
true potential remain unrealized. We believe no one should live a life defined by ―What
if?‖
It is with this philosophy in mind that Young Harris forges ahead on its mission to
“Educate, Inspire and Empower.” To create an environment where close relationships
form, grow, and thrive, often in unexpected ways—and endure beyond our campus.
Where you feel the sort of support needed to risk and achieve—to become
decisive, self-assured and empathic leaders. An environment grounded in the belief
that educating the whole person isn’t just about academics, but also about developing
morals, integrity and humanity—qualities all too often overlooked in higher education.
This is Young Harris College. A place filled with infinite opportunities that asks only one thing in
return: your willingness to be bold, to risk greatness – to venture unconventionally.
2012 AMA Higher Education Marketer of the Year Webinar 15
16. Expressing the YHC Brand
Big Idea Manifesto
We believe you should aspire to goals that others may think unattainable – to dare
yourself to embark on undiscovered paths. We believe in embracing uncertainty with
curiosity and intelligence, knowing that, if we don’t, what we risk most is letting our
true potential remain unrealized. We believe no one should live a life defined by ―What
if?‖
It is with this philosophy in mind that Young Harris forges ahead on its mission to “Educate,
Inspire and Empower.” To create an environment where close relationships form, grow,
and thrive, often in unexpected ways—and endure beyond our campus. Where you feel
the sort of support needed to risk and achieve—to become decisive, self-assured and
empathic leaders. An environment grounded in the belief that educating the whole person
isn’t just about academics, but also about developing morals, integrity and humanity—
qualities all too often overlooked in higher education.
This is Young Harris College. A place filled with infinite opportunities that asks only one thing in
return: your willingness to be bold, to risk greatness – to venture unconventionally.
2012 AMA Higher Education Marketer of the Year Webinar 16
17. Expressing the YHC Brand
Creative Goals
Brought the YHC positioning and big idea to life in a way that:
• Conveys YHC’s key points of differentiation
• Communicates the personality and character
• Communicates how the College’s unique environment drives
personal exploration
• Builds awareness of YHC’s 4-year college status
• Connects with the target audience
2012 AMA Higher Education Marketer of the Year Webinar 17
18. Expressing the YHC Brand
Young Harris College Brand Messages
Key messages to be communicated:
• We believe the greatest risk is letting true potential remain
unrealized.
• Educating the whole person isn’t just about academics.
• The Enchanted Valley is our classroom.
• More than networking, our deep relationships are genuinely part of
who we are.
• Daring to risk greatness doesn’t end at graduation.
2012 AMA Higher Education Marketer of the Year Webinar 18
19. Expressing the YHC Brand
New Enrollment Materials
Creative Concept:
We believe the
greatest risk is letting
your true potential
remain unrealized.
Dare to _____.
Why study, teach, lead
here?
2012 AMA Higher Education Marketer of the Year Webinar 19
20. Expressing the YHC Brand
Road piece: What will you dare to be?
2012 AMA Higher Education Marketer of the Year Webinar 20
21. Expressing the YHC Brand
Road piece: What will you dare to be?
We want you to
explore, experience and
accomplish everything you’d
expect at college—plus a few
things you’ve never thought of
before…We believe you should
aspire to goals others may
think unattainable. Dare to
embark on undiscovered paths.
Go beyond your comfort zone
and take a chance on yourself.
2012 AMA Higher Education Marketer of the Year Webinar 21
22.
23. Expressing the YHC Brand
View book—The experience at YHC was
indescribable. Until now…
2012 AMA Higher Education Marketer of the Year Webinar 23
24. Expressing the YHC Brand
View book—The experience at YHC was
indescribable. Until now…
We believe the greatest risk is letting your true
potential remain unrealized. At Young Harris
College, it’s our goal to ensure that doesn’t
happen.
2012 AMA Higher Education Marketer of the Year Webinar 24
25. Expressing the YHC Brand
View book: Outside of the classroom
2012 AMA Higher Education Marketer of the Year Webinar 25
26. Expressing the YHC Brand
View book: Outside of the classroom
There’s a go-getter attitude on campus,
so it’s natural to lead or even create your
own organization.
2012 AMA Higher Education Marketer of the Year Webinar 26
27. Expressing the YHC Brand
View book—Dare To: Save the world one
person at a time
2012 AMA Higher Education Marketer of the Year Webinar 27
28. Expressing the YHC Brand
View book—Dare To: Save the world one
person at a time
―A small liberal arts school is not what I had in mind.
But now I realize any other place wouldn’t have been
me. My friends get lost at big state schools and don’t
have the closeness that I have here.‖
―I take on as much as I can handle – academically or
socially – because I’m interested in tasting a little of
everything. That’s what college is for, and that’s what a
liberal arts education does best.‖
2012 AMA Higher Education Marketer of the Year Webinar 28
29. Expressing the YHC Brand
View book—Dare To: Stay on top of my
game
2012 AMA Higher Education Marketer of the Year Webinar 29
30. Expressing the YHC Brand
View book—Dare To: Stay on top of my
game
―It all comes together here. My
coach, professors and teammates help me
balance academics with athletics so I can
maintain my 4.0 while we win a
championship...
No one would look out for me like the people at
YHC.‖
2012 AMA Higher Education Marketer of the Year Webinar 30
31. Expressing the YHC Brand
View book—Dare To: Embrace power
2012 AMA Higher Education Marketer of the Year Webinar 31
32. Expressing the YHC Brand
View book—Dare To: Embrace power
―I want to work on academic and policy
problems, then help implement…solutions.
I’ll take the responsibility to keep things in
balance.‖
―This place opens up new parts of my psyche.
I look off to the mountains and feel very much
alive and inspired to do anything.‖
2012 AMA Higher Education Marketer of the Year Webinar 32
33. Expressing the YHC Brand
View book—Dare To: Follow my dream to
the stage
2012 AMA Higher Education Marketer of the Year Webinar 33
34. Expressing the YHC Brand
View book—Dare To: Follow my dream to
the stage
―[Vienna is] my favorite place. The opera house is
gorgeous, and I know someday I’ll be back to
perform.‖
―Honestly if I’d gone anywhere else I wouldn’t be as
good as I am now. Young Harris brought out my true
talent and personality.‖
2012 AMA Higher Education Marketer of the Year Webinar 34
35. Expressing the YHC Brand
View book—Dare To: Venture out on my own
2012 AMA Higher Education Marketer of the Year Webinar 35
36. Expressing the YHC Brand
View book—Dare To: Venture out on my own
―My training translates to job
opportunities…Instead of taking
lavish vacations, Americans are
seeking thrills closer to home.
And they will hire me to lead
those rock-climbing or kayaking
adventures.‖
2012 AMA Higher Education Marketer of the Year Webinar 36
37. Extending the YHC Brand
Parents & Outcomes Brochures
2012 AMA Higher Education Marketer of the Year Webinar 37
38. Extending the YHC Brand
Print Advertising
2012 AMA Higher Education Marketer of the Year Webinar 38
39. Extending the YHC Brand
Website and Virtual Viewbook
2012 AMA Higher Education Marketer of the Year Webinar 39
41. Enrollment
Strong Admissions team
• Excellent leadership
• Solid Admissions funnel metrics
• Accurate predictability
Changing dynamics of student search
• Open to encouraging ―stealth applicants‖
Increasing retention
• On par with peer institutions despite recent shift to four year
college
Challenging discount rates
2012 AMA Higher Education Marketer of the Year Webinar 41
42. Enrollment
Addressing the Discount Rate
Carefully managing the discount rate to support enrollment
and revenue goals
• Focused on total net revenue, not discount rate
• Shaping the applicant pool academically and by ability to pay in
order to improve profile and manage the discount rate
• Designing a financial aid leveraging strategy that directly supports
enrollment and revenue goals
Need to build brand equity in order to increase willingness to
pay
• Looking to bring discount rate down over time
2012 AMA Higher Education Marketer of the Year Webinar 42
44. Paid Media & Inquiry Generation
2012 AMA Higher Education Marketer of the Year Webinar 44
45. Paid Media & Inquiry Generation
Digital is a key piece of college & university ad plans
•
On average, digital is
50% of Lipman
Hearne’s clients’
media plans
•
Maximize paid search
•
Display complements
SEM
•
Awareness/image
oriented media drive
website traffic
•
SEO a key component
2012 AMA Higher Education Marketer of the Year Webinar 45
46. Paid Media & Inquiry Generation
Objectives
Increase attendance at Visitation Days
Generate inquiries
Inquiry
Generation Ad
Campaign
Media strategy
Use call-to-action messaging around key event dates by:
• Leveraging behavioral targeting to reconnect with
students once they have visited YHC.edu
• Use high composition vehicles to efficiently target key
audiences
• Geo-target for better efficiencies
Media plan parameters
Primary target audience: Prospects
Geography
• State of GA: 80/20 N-S split for Display
• National: Search-only for signature programs
Timing
• Prior to Visitation Day events
2012 AMA Higher Education Marketer of the Year Webinar 46
47. Paid Media & Inquiry Generation
Inquiry Generation Ad Campaign
Media Channels
2012 AMA Higher Education Marketer of the Year Webinar 47
48. Paid Media & Inquiry Generation
Website Traffic
Steady increase in traffic year over year
Title of Image Slide-1
Source: Google Analytics 9/29/10 – 5/31/11 to 9/29/11 – 5/31/12
2012 AMA Higher Education Marketer of the Year Webinar 48
49. Paid Media & Inquiry Generation
Advertising Stats
Banners and clicks driving a significant amount of ―post-view/click‖
traffic
• And traffic from ―clicks‖ is turning into traffic on other pages
re:fuel
visit campus
View
Thru
715
Post
Click
3,163
Title homepage 480 Slide-1
of Image 10
View
Thru
1,347
Post
Click
13,419
homepage
560
33
Pandora
visit campus
admissions
55
8
admissions
69
29
degrees majors
25
4
degrees majors
28
17
request info
4
6
request info
5
8
application
page
virtual tour
10
3
13
6
0
1
application
page
virtual tour
1
2
* view thru: when the user has seen an ad but not clicked on it and still ended up on the destination website within 30 days
* post click: when the user has clicked on an ad and ended up on the various pages in the destination website after clicking.
2012 AMA Higher Education Marketer of the Year Webinar 49
50. Paid Media & Inquiry Generation
Search Marketing
Google, Yahoo! & Bing hit their daily budget consistently suggesting opportunity
for increased spending
Grew traffic further by increasing budget just within Google
Source: Google Adwords
2012 AMA Higher Education Marketer of the Year Webinar 50
51. Paid Media & Inquiry Generation
Tracking Results
Developing comprehensive
―Marketing Dashboard‖ to track key
metrics
• Paid media activity (search
results, online ad performance)
• Website traffic and engagement
• Admissions results
(e.g., inquiries, apps, accepts, enrolled)
• Social media engagement
• Media relations influence
(mentions, reach, etc.)
For paid media, goal is to directly tie
ads to web traffic
and, ultimately, conversion
• Requires setting up appropriate coding
and tagging for ads and website
2012 AMA Higher Education Marketer of the Year Webinar 51
53. Results
Increase in Visits to YHC.edu
Unique Visits Increased by 58%
Visits Increased by 21%
140,603
245,912
150000
Title of Image Slide-1
240000
203,696
130000
210000
110000
180000
90000
150000
89,167
70000
50000
120000
Nov 2010 - Jun 2011
Nov 2010 - Jun 2011
Nov 2011 - Jun 2012
Nov 2011 - Jun 2012
Visits: calculates how many times a person comes to your site
Unique Visitors: calculates how many different people come to your site
Source: Google Analytics
2012 AMA Higher Education Marketer of the Year Webinar 53
54. Results
The Results
Increased Inquiry
• Prospective student visits up by 24% over the
previous year
• Record attendance at all visitation days
• 14% increase in total applicants
Increased Enrollment—2012-2013:
• Largest freshman class in YHC history – 437
• Total new students – 465
• Record total enrollment – 1,035
2012 AMA Higher Education Marketer of the Year Webinar 54
55. Results
The Results
Impact on Campus
• More student housing
• Orientation program incorporated Dare To
concept
• Increased awareness and buy-in from
students, faculty, and administration
Impact on Marketing
• Extremely positive reaction in the field
• Captures attention and initiates conversation
Impact on Future Goals
• Accelerated enrollment goal and increased
budget to support growth
2012 AMA Higher Education Marketer of the Year Webinar 55
JayNotes: President Cox--catalyst for change2007, to transform from a 2-year transition institution to a 4-year destination institution. Defined and understood college with a strong 100 year legacy.Challenge—to create new meaning for Young Harris College, to redefine the brand. Goal: increase enrollment and retention required a concerted rebranding effort driven by Admissions and Communications & Marketing.
JayNotes: Redefine the Young Harris College brand while staying true to the College’s foundational beliefs; leverage the best of the old with the necessities of the new; and generate unprecedented new interest in the YHC brand Unique nature and personal focus in our new recruitment materials Utilize innovative strategies for prospecting and recruitment. Accelerate campaign to meet our targeted enrollment goal of 1,200 students by 2015. Original date: 2024Strong collaboration between Admissions, Communications & Marketing, and Lipman Hearne
Jay to Mark
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Mark to Denise
DeniseWe believe the greatest risk is letting your true potential go unrealized
DeniseWe believe the greatest risk is letting your true potential go unrealized
DeniseThe Enchanted Valley is our classroom.
DeniseWe believe the greatest risk is letting your true potential go unrealized
DeniseWe believe the greatest risk is letting your true potential go unrealized
Denise
Denise
DeniseEducating the whole person isn’t just about academics.Daring to risk greatness doesn’t end at graduation.
DeniseEducating the whole person isn’t just about academics.Daring to risk greatness doesn’t end at graduation.
DeniseMore than networking, our deep relationships are genuinely part of who we are.
DeniseMore than networking, our deep relationships are genuinely part of who we are.
DeniseEducating the whole person isn’t just about academics.Become decisive, self-assured and empathic leaders. About developing morals, integrity and humanity.Life-long learningDare to risk greatness (“opens up new parts of my psyche”)
DeniseEducating the whole person isn’t just about academics.Become decisive, self-assured and empathic leaders. About developing morals, integrity and humanity.Life-long learningDare to risk greatness (“opens up new parts of my psyche”)
DeniseDaring to risk greatnessEducating the whole person isn’t just about academics.Deep relationships
DeniseDaring to risk greatnessEducating the whole person isn’t just about academics.Deep relationships
DeniseDaring to risk greatness doesn’t end at graduation.Brand attributes from Manifesto:Aspire to goals that others may think unattainable – to dare yourself to embark on undiscovered paths
DeniseDaring to risk greatness doesn’t end at graduation.Brand attributes from Manifesto:Aspire to goals that others may think unattainable – to dare yourself to embark on undiscovered paths
DeniseParents important influencersOutcomes—important to illustrate results
DeniseExtended online as wellFirst place prospectives look
Denise to Jay
JayChanging dynamics of the student search—open to encouraging stealth applicants. Increased number of contacts.Strong metrics:Excellent framework to leverage the value added by our branding and marketing efforts. Admissions funnelYHC is among the top 1% in the country for thorough admissions funnel data available and knowing how to interpret it and use it to achieve goals: outstanding conversion rates. College has benefited from accurate predictability by protecting the integrity of the admissions funnel year after year. New accelerated enrollment strategy, effectively merged our Admissions team’s conversion tactics with our branding and marketing efforts Challenges going forward incl. willingness to pay among high achieving students. (high disc. Rates)Strategic use of financial aid—product offerings and institutional adaptation.Discount rate will probably stay the same—focus on total revenue, and target the discount to the right people. Mid term goal—grow fasterLong term goal—how do we grow? Discount Rate—use to grow revenue. Be more brand oriented in recruitment
JayKey lessons: open to stealth investigators; discount rate vs. net revenue
MarkLead generation oriented campaign/Advertising MarkUsed what YHC knew about changes in student behavior. Looked for students online. We launched a lead generation-oriented online advertising campaign aimed at prospective students.Prospect college decision-making process has changed and online marketing is a key component to attracting prospects and turning them into applicants. Instead of relying solely on traditional direct mail campaigns, we target and seek out stealth prospects. Target audiences within relevant academic and teen online content via search marketing, social media, streaming radio, and content sites.
Mark
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MarkNOTES:Tested, measured, and adjusted our approach throughout the campaign based on our results. MarkWhen our budget for paid search was maxing out, we increased our budgets to capture a larger audience. Also tested two online ad networks and shifted funds from one to the other based on early results.Relaunched our website (yhc.edu) and created a new interactive “virtual viewbook,” utilizing the online platform to create a unique mix of video, photography and student testimonials to introduce prospective students and their families to our brand (yhc.edu/exploremore).
Mark
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Mark to Denise
Denise
DeniseOur online advertising campaign performed better than industry averages in most categories, resulting in a significant increase in website traffic. Website visits increased by 21% year-over-year and unique visitors were up by 62%. We maxed out our initial paid search budgets and increased them to reach a larger audience. Total prospective students visits up by 24% over the previous year—making it the highest total in the College’s history, Record attendance at every one of our Visitation Days. Total applications increased by 14% over the previous year. Significantly, yield increased by 8 points, the equivalent of about 80 more students.Deposits increased by 18%.Enrollment for 2012-2013 year: The largest freshman class in Young Harris College history: 437; Total new students: 465; and Record total enrollment: 1,035.