Admissions statistics for Emory class of 2021

This probably deserves its own thread:
http://news.emory.edu/stories/2017/03/er_undergraduate_admission_applications_record_high/campus.html

“Both Emory College and Oxford College experienced double-digit increases in applications for this fall: Emory College applications were up 19 percent to 23,694 and Oxford College applications jumped 63 percent to 14,080. About 56 percent of applicants sought to be considered for admission to both colleges.”

From the same link (class of 2021):

• High School GPA (unweighted): Emory — 3.83; Oxford — 3.79

• SAT overall score: Emory — 1475; Oxford — 1456 (Scores are on the new SAT scale)

• ACT composite score: Emory — 32.3; Oxford — 31.7

• Total number of admitted first-year students for the 2017-2018 academic year: Emory — 5,172; Oxford — 4,089

19% and 63% increases in number of applications for Emory and Oxford are substantial.

At the same time, Emory and Oxford appear to have accepted a class with somewhat higher stats than ever before.

Does anyone know whether admissions changed their marketing strategy this year especially for Oxford College this year?

Note that, for the class of 2021, Emory College alone received more applications than Ivy stalwart Dartmouth College.
23,694 (Emory College, excluding Oxford College) v. 20,021 (Dartmouth College)

https://news.dartmouth.edu/news/2017/03/applications-are-dartmouth-class-2021

@MyOdyssey : Emory is not in the super strong position to suddenly pump up stats or just would not want to because I promise you it would cut out a lot of the truly low SES students who would do well at Emory regardless of lower incoming stats.

These numbers have been shown to be affected by the application style. When it is made easier, applications increase. Emory still has a supplement but now does short answer instead of a typical essay(s). This or complete elimination/absence of supplemental essays that go beyond the complexity of “why this school” essays has had effects at other schools. My question and concern is, will they be able to repeat this feat in future cycles. This cycle sets a strangely high bar and I wonder if it is sustainable. I think they should instead work on yield, that way they do not have to risk away as many admission offers. Hopefully the financial will strengthen soon to allow this to happen.