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)

A survey for incoming freshmen was used to identify the two most important influences on decisions to enroll at Ohio University. This information was then used to improve publications used in student recruitment. Turning admissions data into publications is discussed. (MLW)

One of the most effective ways to evaluate student recruitment campaigns is by conducting research among admitted applicants. Effective planning begins with obtaining three types of knowledge: accurate self-knowledge; sound understanding of the competition; and understanding of the marketplace in which the institution operates. (MLW)

Designing publications to recruit graduate students is a far different task from designing materials for undergraduates. Syracuse University has found three principles helpful: relying on the expertise of the institution's academic units; providing useful information, not a sales pitch; and using desktop publishing to produce targeted…

Use of student focus groups to help shape college and university student recruitment efforts is examined, illustrated with the experiences of a variety of institutions. Benefits and limitations of the approach are noted, specific techniques for maximizing the groups' effectiveness are suggested, and uses of the resulting information are discussed.…