The pattern is familiar and frequent. The day following one of the chilling reports about a school shooting, Kristina Dooley's conversations with clients about college usually change at Estrela Consulting in Hudson, Ohio. The worries of the students and their parents bubble up. Rick Funk says his staff see a similar phenomenon among prospective…

On-campus admissions events are the secret weapon that colleges and universities use to convince students to apply and enroll. On-campus events vary depending on the size, location, and type of institution; they include campus visitations, open houses, preview days, scholarship events, admitted student events, and summer yield events. These events…

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)