Record Number of Applicants
Upon reviewing prior enrollment data last autumn, we learned that enrollment had experienced a slight but steady decline before and after the pandemic. On average, master class participation was soft (for both performers and auditors), and the Traditional Session saw reduced enrollment once again after eliminating a faculty position a few years ago.
To address this, we actively discussed and identified the factors impacting enrollment. Roberta Rust, an advisor and faculty member, led a task group consisting of volunteer advisors and our director. Our efforts included targeted solicitation activities, identifying new target audiences, selective advertising, and more impactful messaging explaining what makes Adamant special. Combined with a competitive analysis conducted by the board, led by First Vice President Steve Wasko, and a major pricing strategy change, we boosted enrollment by 28% over the previous year, achieving a record number of applicants in recent history. Our pricing strategy was grounded in principles of consumer behavior and marketing.
That said, this is just the beginning of implementing marketing-driven principles that will lead to progressively stronger enrollments. We still have opportunities to enhance our programming and improve retention rates. For example, our Traditional Session had no returning students from the 2022 class to 2023. This challenge can be addressed through the engagement of faculty and board members. With this summer near capacity, we are considering offering another Traditional Session, consistent with our goal of expanding our programming, to further generate revenue for the School.