Insights

The primary ways that students begin their college search are through websites and Google, so adapting messaging that will attract prospects should focus on website optimization and search advertising. In addition, analyzing where prospects first heard of your school may help you refine [...]

When it is time to focus attention on their potential school options, students shift to noticing email and social media the most, with still directing some attention to what they hear from counselors. […]

Everything is online—everything, that is, except for direct mail. If you have the addresses of potential students, you can certainly send them direct mail. But direct mail is costly, and it’s not always effective. Our survey found that only about 14% of high [...]

College drop-out rates soared during the pandemic. A report from the National Student Clearinghouse Research Center showed that 8% of undergraduate students dropped out in the two years spanning the pandemic, while community colleges saw a 15% attrition rate. Plus, these rates don’t take [...]

We learned a lot about operating in virtual environments during the pandemic. But admissions offices and other college departments can carry these lessons from digital interactions forward with initiatives that will help all potential applicants—especially those from low-income high schools, first-generation college students, [...]

The past two years have been full of change for higher education marketers, and the future is likely to continue in the same vein. Now is an excellent time to take a breath, appreciate how we survived the past couple of years of [...]

 The past two years have forced higher education institutions to rethink everything—including how to celebrate graduation—with public health protocols shifting rapidly. And while we are hopeful that the pandemic will be less of an issue going forward, there is always uncertainty in the [...]