In an effort to recruit digitally native high school students, admission professionals at colleges and universities are incorporating blogs on their websites in an effort to render authenticity in their marketing materials. Of 4-year accredited colleges and universities, 66% have a blog; 85% percent of institutions with blogs reported that their…

Focuses on marketing strategies for college admission and examines the essential interaction between admission and academic units as a means of enhancing retention and producing informed, satisfied consumers/students. (KS)

Admissions officers of 350 private colleges and universities were surveyed to ascertain their understanding of the term "marketing," current use of promotional (advertising and personal selling) activities, market segmentation approaches, and their product (i.e., academic programs) development and differentiation strategies. The mail questionnaire…

Contends that college and university admissions professionals must find and supply tangible evidence that successfully distinguishes their institution from others the college-bound student is considering. Considers personal marketing, the campus visit, and important points to make in interviews with potential students and their parents. (NB)

Surveyed college admissions officers, secondary school counselors, and college-bound seniors to determine the effectiveness of the college recruiting visit. Found students viewed college reputations as their most important reason for attending a visit. Counselors gave the visit its highest marks but tended to overestimate its value. (JAC)