NC State came to AdmitHub as part of the GEAR UP North Carolina initiative. The program aimed to engage with underrepresented populations and students from rural areas that may find it challenging to visit campus. Students who fell into either of these categories became NC State’s target population for their AI-powered chatbot, Tuffy.

Using the chatbot’s proactive nudges, NC State was able to effectively reach these students via text message and guide them along their paths to enrollment. In August 2019, NC State yielded 40% of the target population, which is higher than the yield for this same group the previous year, and even higher than the enrollment for all students in 2019. They also saw a 3.5% increase in FAFSA submissions from the target population. Finally, there was a 22% greater response rate when surveys were sent via the chatbot compared to email.