Program Case Study – James Madison University

In fall of 2011, James Madison University, Outreach & Engagement partnered with JMH in a Program Roadmap project to identify credit and non-credit programs with a high likelihood of success in the Harrisonburg, Virginia market. The results included a recommendation to launch a Paralegal Certificate, Six Sigma Certificate, Human Resource certificate, Certified Financial Planner certificate, and healthcare courses.

Outreach & Engagement partnered with JMH to launch the Paralegal and Six Sigma programs. JMH worked with the department to use and improve upon their existing marketing capabilities. JMH built out mini-sites for the program, installed a client relationship management system to track leads, and launched paid search and social media campaigns. Given the relatively rural area surrounding James Madison, JMH recommended offering the programs as online certificates and increased the marketing reach beyond the immediate surrounding area of JMU.

JMU signed a program contract with JMH in the summer of 2012, by the winter of 2013 the two programs generated approximately $175,000 additional gross revenue each year for JMU’s Outreach & Engagement. The programs now represent the best performing non-credit programs offered by Outreach & Engagement.

Our decision to conduct a Roadmap with JMH was hands-down one of the best decisions of 2011. Our partnership has been outstanding. Even with a slow start-up, we pushed through together and in the end, our numbers and revenue hit a mark we didn’t think was possible.” – Carol Ann Fleming, Senior Director for Outreach & Engagement at James Madison University

“JMH is easy to work with and approaches this engagement as a true partner. They are always accessible to answer questions or problem solve. The Paralegal Certificate is now a strong source of revenue for our continuing education unit. The quality of the program is high and aligns with the quality students expect from the JMU brand. We have worked with other program vendors and found that JMH consistently surpasses our expectations and past experiences.” – Jim Shaeffer,  Associate Vice Provost at James Madison University