This study comprehensively identifies the determinants in students' campus selection decisions, emphasizing the crucial role of brand pride in the process. With the participation of 704 students in an online survey through the Google Forms platform and analysis using SEM-SmartPLS 4.0 Structural Equation Modelling, this study presents a solid…

This dissertation examines how first-generation high school Students of Color from California's San Joaquin Valley navigate digital marketing and advertising during their college search and application processes, offering a timely contribution to the study of college admissions in a post-affirmative action landscape. Higher education institutions…

College outreach efforts are sometimes received as nuisances, or worse, as maddening spam and junk email. New digital technologies and data-driven targeting innovations are reducing the amount of paper materials distributed, yet they are not reducing the oversaturation experienced by many prospective students. Colleges use Search and Encoura to…

Nearly 40 percent of college students are transfers. They approach the college search process much differently than traditional students, choosing a college much more quickly and often having a more focused and specific reason for choosing a new school. How can your campus meet their needs, engage more transfers, and increase your enrollment of…

AACRAO partnered with two marketing faculty members to identify how higher education institutions are marketing themselves to high school seniors and to assess whether a brand management approach is being utilized. The research also sought to identify the practices that some institutions use (if any) to achieve enrollment results that are more…

This study investigates how universities can increase the effectiveness of the search process by featuring in their advertisements expert and celebrity endorsers who attended the institution. How can universities gain the attention of prospective students using the star power of experts and celebrities? Experts and celebrities promoting a…

Digital engagement is the most important strategy for engaging Generation Z, but what are the right solutions and strategies to maximize engagement with this crucial target market? Which approaches align with the expectations of the students colleges are trying to reach? And more importantly, how can a college make its institution's unique brand…

An initial measure of success for any higher education enrollment or marketing effort is engagement. And, while students and parents may be engaged with several prospective schools, stronger engagement with your institution may affect their final choice. With the value of engagement in mind, the "2017 E-Expectations Trend Report"…

This "2016 E-Expectations Trend Report" examines the differences in how college-bound students used the digital tools at their disposal from the spring of their junior year to the fall and spring of their senior year. This report contains results from three web surveys: (1) May 2015 survey: 1,526 class of 2016 juniors (spring juniors);…

The "2018 E-Expectations Trend Report" provides institutions with insights from high school juniors and seniors so institutions can engage and inform them wherever they interact with an institution online. This report answers key questions such as: (1) How do students rank admissions resources institutions provide, from most valuable to…

This "2015 E-Expectations Report" examines the current expectations of college-bound high school students as well as how their expectations have changed over the last decade. The 2015 E-Expectations study polled more than 3,000 high school juniors and seniors, with a 50 percent representation from each class level as well as a 50 percent…

In this case, 10 Latina/o high school seniors and one high school counselor share their perspectives on how college information and opportunities are distributed in their school. In doing so, it becomes evident that efforts are not systematic or equitable. As a result, dilemmas arise when some students are denied the opportunity to attend a…