BYU-I is committed to improving messaging for potential students

On By Vaseline

With enrollment declining nationwide, President Alvin F. Meredith III has taken steps to address the issue of BYU-Idaho’s branding and awareness. The goal is to increase retention of first-year students and increase the number of new students.

College enrollments across the country have declined and have come to the university’s attention. BYU-I is working to identify the cause of the decline in retention and admissions nationwide and at the school.

“Many colleges have actually seen declining enrollment,” said Ben Hyde, BYU-I’s admissions coordinator.

According to enrollment data on the university’s official website, total enrollment has declined, from fall 2020 to fall 2023, with a 12% decrease in the number of students on campus. BYU-I aims to change perceived reputation and motivate potential students to reconsider by analyzing the current target message.

BYU-I is ranked number one by Payscale as the best in value in first-year Return on Investment among universities in the country, surpassing schools like Harvard and BYU.

According to data from BYU-I Executive Strategy and Planning, 65% of BYU-I graduates are debt-free upon graduation, 80% of students who apply to graduate school are accepted within a year of graduation, and 95% of job-seeking graduates hired. employed within one year after graduation.

“I was under the impression that not very smart or intelligent people go to Idaho. In my mind, I always wanted to go to a more prestigious school. I always thought (BYU-I) was kind of boring,” said Emily Wilcox, a BYU-I alumna.

Wilcox said she applied and was accepted to many colleges, including the University of Utah and BYU. She had made a deposit for U of U when she decided to tour with BYU-I.

Before touring, she had assumptions about college that didn’t appeal to her. Wilcox noted that other factors, such as weather and location, were difficult to navigate to school, but that did not detract from her overall experience.

“I chose BYU-I over U of U because it felt very special when I toured the campus,” Wilcox said.

Wilcox noted that the three BYU schools – Hawaii, Provo and Idaho – are inevitably compared, with BYU-I seen as a second choice.

“No one comes along and says, ‘Oh, you’re going to BYU-Idaho? That’s such a great school.’” Wilcox said. “I feel like the way people are talking about it is one of the reasons (enrollment is down).”

BYU-Idaho Center entrance.

BYU-Idaho Center entrance. Photo credit: Gabriela Fletcher

Wilcox graduated from BYU-I with a bachelor’s degree in international studies and is currently working on a master’s degree.

“They just think, ‘Oh, BYU-Idaho, a church school I can go to if I don’t go to BYU Provo,’” said Perry Rockwood, public relations communications manager for BYU-I. “So that’s kind of like what we’re trying to do now with our new branding, saying, ‘It’s actually a great first option.’ And you might love it here. ”

Since his inauguration in September, President Alvin F. Meredith III has pursued two goals: making the school a first-option university. He has been meeting with various campus groups every Thursday – both students and staff – to ask questions about how the school can be improved.

“Two things he’s focused on is increasing enrollment,” Rockwood said. “And then the second one is retaining students, especially freshmen. President Meredith was big on our social media presence. And so we’ve been busy planning. It all starts with YouTube.”

Rockwood has been working on social media campaigns and marketing to attract potential students. Plans are in the works to create a YouTube channel aimed at prospective students and focused on student stories and what the university has to offer.

“Students are literally going on TikTok to look at colleges,” Rockwood said. “And if we don’t show why we are a good place for students on those platforms, then we are missing out.”

The university is making other efforts to change the school’s reputation. Rockwood said the Admissions Office visited more high schools this year than in previous years, meeting with students in person and sharing BYU-I’s story.

“Another thing is when the president and Sister Meredith have to go somewhere on an assignment,” Rockwood said, “they have a fireside for the youth in that area and their parents talk about the school. So I think we are doing everything we can to draw attention to future students.”

Starting this spring, BYU-I will offer a new “BYUI 101” course for all freshmen to increase their retention. This course helps students adjust to their first semester of school by knowing the accessible resources on campus.

The new course covers topics such as free tutoring, understanding financial aid and internship opportunities, all aimed at giving new students the best step forward.

“Our core mission of building disciples of Jesus Christ will never change,” Rockwood said. “But the way we address certain target groups must evolve.”


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