2011 Marketing and Student Recruitment Practices Report
Download this popular report which rates the effectiveness of 78 marketing and student recruitment practices, based on a national electronic poll of two-year and four-year colleges, public and private. Ratings are included for common and less-widely-used strategies and tactics, including print/mailing practices, e-communications and Web practices, event marketing, and more. Also included are special sections on search practices, written contacts, and planning and leadership practices.
Among the findings:
- The top 10 marketing and recruiting practices across institution types in spring 2011 included familiar practices such as campus visits and open houses as well as a few practices that were used by less than half of the poll's respondents.
- Interaction with enrolled students, offering online applications, and efforts to address students' concerns about costs were all included among the top practices across institution types.
- Up to 55 percent of respondents from four-year private and public institutions and up to 67 percent of respondents from two-year public institutions reported using practices that most respondents in their sector judged to be "minimally effective."
- Only about half or less of respondents reported having a strategic, multi-year enrollment plan that they felt good about, and only about half had a process for evaluating marketing and recruitment strategies that they felt good about.
This report is part of the Higher Education Benchmarks report series.
