Student Life Cycle Management

The vast majority of independent, private sector, higher education institutions are more than 80 percent dependent on tuition and student fees—the exception of course being that small cadre of elite, well-endowed institutions that comprise a small portion (less than 10 percent) of private schools. Even most of the nation’s public colleges and universities are increasingly dependent on tuition revenues and often student headcount affects the allocation of state support.

It’s really no surprise that today’s technology-savvy generation is challenging elements of the traditional college recruitment process. The conventional approaches of marketing, recruitment and admissions are all being called into question, in part, due to two driving factors—external influences and the changing needs of today’s student. This article explores these factors and offers ideas on what can be done to reach, and connect, with more students.