When do students start the college planning process? How many plan to take the SAT or ACT? How much do they value a college degree? RNL and Halda surveyed more than 2,200 high school students to answer these and many other key questions. Read our 32-page college planning report and discover a wealth of findings on: (1) when students start to research colleges; (2) who influences their decision; (3) how they perceive the college planning process; (4) whether they view college is worth the money and effort; (5) how students perceive test-optional institutions; (6) what information they value the most; (7) how quickly they expect a response; and (8) how much they value personalization in communications. This college planning report will help campus marketing and admissions staff better understand how they can engage prospective students, meet their expectations, and keep them progressing toward enrollment. [This report was co-sponsored by Halda.]