Two surveys on how students choose a college are reported. Reputation is often the most powerful of all influence factors. Sources of first information about colleges are identified: friends, parents, college recruitment publications, college guide books, etc. The declining role of the high school counselor was noted. (MLW)

Three dissertations are discussed: "An Analysis of the Institutional Image of a Private University ..." (James William Klenke); "Factors that Affect a Student's Decision to Enroll at Francis Marion College" (Joseph Edward Heyward); and "An Analysis of College Choice Influence ....Freshmen at a Large Southeastern Urban…

The use of the phone can help colleges in their general admissions goal: to get the right number and type of students to enroll at the institution. Basic phone tips, preparing for the call, making the call, and building on the system are discussed. (MLW)

Provides suggestions to institutions of higher education that are developing or enhancing World Wide Web sites for use in student recruitment. Explains basic concepts and offers tips from prospective students. Examples are provided from the University of Colorado, University at Buffalo (New York), and Gettsyburg College (Pennsylvania). (DB)

The goals of a visitation program at a college or university should be to place prospects and their parents in contact with a variety of faculty and students. Faculty members, talking about their programs, and undergraduates, sharing their own experiences, are the institution's best recruiters. (MLW)

When the product is education, enthusiastic college students make ideal salespeople. Student recruiters use various marketing strategies including helping with recruitment literature; hosting visitors; and telephoning, writing, or visiting interested students. Some sales techniques are described. (MLW)

College campus "tours" offered online have evolved to include 360-degree views, live video, animation, talking tour guides, interactive maps with photographic links, and detailed information about buildings, departments, and programs. Proponents feel they should enhance, not replace, real tours. The synergy between the virtual tour and…

For college admissions and publications officers, a focus group of college-bound high school students can offer quick, anecdotal information about the general effectiveness of recruitment materials as well as about specific messages, themes, or design approaches. The insights gained by one publications specialist through the use of focus groups…

Most successful yield strategies use a series of messages specifically designed to meet the informational and emotional needs of students in the final decision-making stages. Techniques to try include: brochures, videotapes, handwritten postscripts, posters, and phone campaigns. (MLW)

Guidelines are offered and suggestions made for creating a student recruitment video that captures and keeps prospective students' attention. Illustrations are provided from the experiences of colleges, universities, and private schools. Topics, techniques, style, and cost control are discussed. (MSE)