2011 Marketing and Student Recruitment Practices Report

This benchmark report lists 78 campus marketing and student recruitment practices, analyzing the effectiveness of these strategies on enrollment management.Download this popular report which rates the effectiveness of 78 marketing and student recruitment practices, based on a national electronic poll of two-year and four-year colleges, public and private. Ratings are included for common and less-widely-used strategies and tactics, including print/mailing practices, e-communications and Web practices, event marketing, and more. Also included are special sections on search practices, written contacts, and planning and leadership practices.

Among the findings:

  • The top 10 marketing and recruiting practices across institution types in spring 2011 included familiar practices such as campus visits and open houses as well as a few practices that were used by less than half of the poll's respondents.
  • Interaction with enrolled students, offering online applications, and efforts to address students' concerns about costs were all included among the top practices across institution types.
  • Up to 55 percent of respondents from four-year private and public institutions and up to 67 percent of respondents from two-year public institutions reported using practices that most respondents in their sector judged to be "minimally effective."
  • Only about half or less of respondents reported having a strategic, multi-year enrollment plan that they felt good about, and only about half had a process for evaluating marketing and recruitment strategies that they felt good about. 

This report is part of the Higher Education Benchmarks report series.

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