As there is a paucity of research in the creation of a social media marketing framework for higher education administration and marketing managers. This study sought to create a framework for higher education and the use of social media in current recruitment strategies. Through the lens of current, successful business marketing models, this study…

The Challenge: After years of investments on structures and systems that improve and integrate student transactional experiences, we discover that we have neglected to train our staff in customer service competencies that match student expectations. The Answer: Invest in your student service staff to ensure they possess the professional skills to…

Many faith-based liberal arts institutions are tuition-dependent and are forced to compete with both public institutions as well as private for-profit colleges and universities to maintain student enrollment levels. Some faith-based institutions have adopted strategic enrollment management policies and procedures that emulate the best practices…

This study explored variables that impacted college choices of traditionally aged new freshmen who chose to attend two-year colleges in central Wisconsin with the intention of completing bachelor's degrees. Participants in this study were traditionally aged 18 and 19 years-old first-time freshmen who attended one of five two-year schools in…

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…

This article presents the results of a longitudinal study investigating current marketing practices at selected church-related, private, four-year compared to those in place in 1997. The role that institutional selectivity plays in the use of marketing activities was also investigated. The researcher surveyed the admissions directors or enrollment…

This paper, presented at a conference of college admissions counselors, attempts to provide a brief overview of descriptive and inferential statistics for college admissions officers, in the hopes that it will encourage these admissions personnel to question assumptions more critically. The paper begins by defining statistics, specifically…

Examined admissions directors' perceptions of their role, the nature of marketing efforts, the relationship between prior career paths and current ideas about the "mission" of the admissions office, and ideas about how the school should market itself. Results are given. (Author/BL)

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)

Increased pressure to "position" the institution, create an image, and "structure" potential students' first impression of the college has caused admissions professionals to participate less in the institution's central mission. Competition among colleges has also overstimulated the higher education market and created confusing pricing schemes,…

Those in the profession of college admissions counseling worry about student "numbers," filling dormitories, academic quality, diversity, athletes, alumni legacies, etc. A perplexing development of the 1980s is the bidding war over financial aid and merit scholarships. The life of an admissions officer is described. (MLW)

Recent changes in higher education have resulted in great changes in the college admissions officer's role. Admissions officers are becoming teacher/communicators, members of the institutional enrollment management team who can educate other administrators and provide leadership to meld pragmatic and philosophical concerns. (MSE)

A study on the use and effectiveness of marketing in postsecondary admissions is discussed. The study shows that only 8 of 16 marketing techniques were used by more than half of the respondents. The broader scheme of marketing is seen as not having been put to use fully by admissions officers. (MLW)

Staffing patterns, level of influence on admissions policy and on actual admissions decisions, and planning and research activities of admissions offices were examined. In addition, the extent to which marketing consultants are used in developing admissions materials was also considered. (Author)

Explains why student recruitment now borders on hucksterism and outlines the reasons behind this phenomenon. Presents the dangers of aggressive recruitment programs, describes some of the major components of recruitment, and identifies some of the more influential players in the process. Asserts that admissions recruitment is here to stay. (RJM)