Best student segments to target for recruitment, as rated by campus officials on a recent poll

Fred Longenecker

March 16, 2016

Four-year private institutions: effective student populations for targeting

Four-year public institutions: effective student populations for targeting

In a poll of higher education officials conducted in November 2015, campus leaders at four-year institutions gave their highest marks to in-state students when evaluating a list of 10 populations to target for enrollment. The poll from Ruffalo Noel Levitz asked the officials to rate the effectiveness of targeting the 10 populations using a four-part scale: “very effective,” “somewhat effective,” “minimally effective,” and “practice not used.”

In addition to in-state students, respondents from four-year private institutions also gave theirhighest marks to out-of-state students and high-academic-ability students, while respondents from four-year public institutions gave highest marks to transfer students and out-of-state students.

Despite the high ratings for targeting out-of-state students, the poll found that 21 percent of four-year private institution respondents and 15 percent of four-year public institution respondents were not targeting these students.

Download the complete findings of the poll

For the complete findings of the poll—covering student segments, event marketing, advertising, search practices, digital marketing, and communication modes—see the 2016 Marketing and Student Recruitment Practices Benchmark Report. Don’t miss the ratings of internal operations, planning and leadership practices, and more in the report appendix.

For more insights on recruiting targeted populations, join us for a special event in Chicago next month: The Ruffalo Noel Levitz Symposium on the Recruitment and Retention of Diverse Populations.

Join us for the Symposium on the Recruitment and Retention of Diverse Populations

Symposium on the Recruitment and Retention of Diverse Populations
April 11-12, 2016 Chicago, Illinois
Learn more and register

At this Symposium, we willshare extensive research on how to connect with diverse populations such as students of color, adult learners, international students, online learners, transfer students, and first-generation students. In the meantime, if you would like assistance in connecting with specific market segments, we have an experienced team of enrollment management and marketing consultants available. Contact us today for a free phone consultation at 800.876.1117 or email ContactUs@RuffaloNL.com.

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