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,…

Based on information from survey data and personal interviews, offers 16 suggestions for college admission professionals from high school counselors. Concludes by asking college admission professionals to recognize the role played by high school advisors, to give advisors information they can use and pass on, and to consider the value of their…

Explored the relationships between the management styles of admissions officers (N=178), the recruitment activities of their units, and their level of goal attainment. Results indicated no significant relationships between management styles and office activities, or between management styles and success of admissions officers in recruiting or…

Discusses the home visit as an effective and underutilized recruiting method for colleges, citing the example of Eureka College's practice of visiting the homes of prospective students. (TE)

Alumni can serve many functions in college admission work. The alumni's greatest asset in admission work is their experience of the alma mater. Having alumni meet with potential students may be the best use of alumni by admission officers. Alumni can meet with prospective students in a variety of contexts. When meeting with students at a function…

Surveyed 401 college admissions directors to determine current policies and methods of distributing no-need scholarships to students. Results showed the majority of institutions did have no-need/merit scholarship funds, which slightly favored freshmen. Most scholarship offers were part of student recruiting efforts. (JAC)

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)

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)

Provides background information on enrollment management, discusses the concept in the context of today's colleges and universities, identifies four basic models of enrollment management, and outlines an ideal approach to implementing enrollment management principles. Argues that enrollment management is a concept reaching maturity. (RJM)

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)

Developed two questionnaires on college admission directors' (N=487) perceptions about relationship between weighted grades and undergraduate college admission. Found weighted averages do make difference in admission decisions for private, undergraduate, United States colleges despite majority of institutional policies that denied preference for…

Suggests the use of time-proven marketing methods to attract high school students to college music programs and keep them interested in the music program. Explores facets of the college and the program that draw students, including reputation, location, costs, and program content. (LS)

Developing and using volunteers in the admission process is an age-old topic for those in the admission field. A good volunteer program allows an institution to provide more audience-based marketing messages rather than institutional-based marketing messages. Such programs can mean a more engaged, supportive, and enthusiastic set of key…

Examples of deceptive recruitment are highlighted in a review of questionable practices used to attract students both from within the United States and abroad. Major issues for action are identified as sacrificing quality for numbers, the hiring of marketing consultants, professional training of admissions directors, and federal regulation.…