Community colleges remain a primary pathway into higher education for Black and Latine students. Black and Latine community enrollment acutely declined during COVID-19, largely reflecting the pandemic's disproportionate impact on these communities of color. While enrollment has since rebounded, it is also important for community college leaders to…

Enrollment offices deploy various outreach methods including mailings, brochures, phone calls, and email campaigns. For these undergraduate admissions offices, working with high school students creates opportunities to shift the enrollment approach every academic year. Evolving admissions strategy created a chance to change the print marketing…

Graduate admissions officers face challenges recruiting quality graduate students, including decreased staff and increased competition from other institutions. In an attempt to increase recruitment efforts, this study used process mapping and the "communication marathon" to engage graduate faculty in recruitment and outreach. Following…

Graduate student enrollment has become increasingly important for universities. At the same time, competition for graduate students has increased, and the way those students search for programs of study has changed dramatically in the digital era. How can your program adapt and reach its graduate enrollment goals? This benchmark survey report…

This doctoral research study examined how nontraditional students from different generations experience returning to college to gain insight into their media and technology usage habits and determine how those differences might influence enrollment marketing practices. The study was designed and administered using relationship marketing as a…

As the student search process becomes more digitally driven, are colleges and universities aligning their marketing and recruitment practices with the students they are targeting? This college recruitment practices report discusses which strategies and practices are most used and rated as the most effective. This report surveyed 151 four-year…

Around the world, these educational institutions focus their efforts on recruiting talented students, particularly from foreign countries. However, while well-established universities in developed countries can produce successful international recruitment campaigns, emerging universities still need assistance in producing a successful…

To complement the existing literature on expanding access to high-quality college education, we investigate the understudied topic of university outreach. Using a field experiment at West Point, we estimate the effectiveness of four university admissions outreach efforts (Admissions Office phone call, application encouragement from a role model,…

This study empirically examines how for-profit career colleges in Ontario, Canada market themselves to prospective students. It uses a mixed-methods approach to review the content of 489 online promotional profiles representing 375 unique for-profit colleges. It finds that for-profit colleges adopt several distinct marketing strategies, including…

What is the competition doing? How is technology changing things? And where are the gaps in today's outreach? To explore these questions, undergraduate officials from a broad cross-section of colleges and universities participated in a spring 2018 poll to produce this report. Data in this report reflect responses from 115 nonprofit four-year…

Although traditional student enrollment is declining, the nontraditional segment of students is growing. This enrollment pattern will require recruitment strategies that speak directly to the adult learners. There is robust adoption of social media use by individuals and by organizations for marketing purposes. Social media marketing includes…

Since 2010, the Higher Education Participation and Partnerships Program (HEPPP) has provided funding for Australian universities to 'raise aspiration' among under-represented groups. Underpinned by utilitarian discourses of human capital and individual capacitation, these resources have transformed the ways that universities seek to engage…

What is the competition doing? How is today's outreach changing? How are best practices evolving? To explore these questions, undergraduate officials from a broad cross-section of private and public U.S. colleges and universities participated in an April 2017 poll that produced this report. Data in this report reflect responses from 91 nonprofit…

Postsecondary educational institutions are most recently aware of large demographic shifts in the traditional age population of college-bound students as it flat lines by 2025. However, this prestige traditional age student market is drastically diminishing in number, which has necessitated in college and universities looking to other…

In England and Australia, higher education institutions are required to widen participation in higher education by including students from under-represented and non-traditional groups. Widening participation is most effective when it starts early--during compulsory education and other forms of pre-tertiary education. Higher education institutions…