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Articles: Marketing

Led by admissions offices, higher ed institutions are enticing accepted students to officially enroll by using innovative communication approaches, developing peer connections and making students feel as if they are already part of the family.

Aim: To boost enrollment of the top 1 percent of high school students who qualify for Oregon State’s Presidential Scholarship, admissions officers treat academic standouts like blue-chip athletes.

The program began three years ago.


Link to main story: Colleges should always woo would-be students


In the box

Richard Edwards is the mayor of Bowling Green, Ohio, and former public relations executive at Bowling Green State University. Mary Ellen Mazey is president emeritus of Bowling Green State University.

As the newly elected mayor and the newly appointed university president, we recognized that working together on important initiatives would build the university’s and the city’s futures.

Scenario: Small college wants to increase its national visibility and recognition.

Process: Matt Spencer, associate vice president for university advancement, zeros in on alumni with an affinity for the university, identifies their interests and plans visits—using a tool that analyzes social media reactions, comments and event responses of 235,000 digital alumni interactions.

In an effort to comply with the impending regulations, Indiana University Bloomington appointed a lawyer to work with various departments that the regulations will most likely affect, including registrars, admissions, HR, facilities and its international office. The university's legal council asked registrars, for instance, to come up with scenarios.

Marc C. Whitt is director of philanthropy communications at University of Kentucky Philanthropy. Follow him on LinkedIn (linkedin.com/in/marcwhitt) or Twitter (@marcwhitt). 

Just as Amazon and Netflix have personalized the user experience, we too must develop personalized communication and marketing experiences.

ATTENDEE POWER—Virginia State University board members, friends and staff get strategic about their attendance at the Richmond Forum speaker series, which many local influential people attend. The team aims to make new introductions to the university as well as strengthen existing relationships with key constitutents.

Following are four effective strategies any advancement team can use to build donor support.

The percentage of students accepting job offers three months after graduation is a common—and logical—MBA student outcomes stat. But why do most business schools share that particular outcome, and others like it?

It’s likely the result of many institutions following the Standards of Reporting MBA Employment Statistics created by the MBA Career Services & Employer Alliance, a global organization for employers and administrators working in graduate business career services.

BUILDING BUSINESS LEADERS—Impressive facilities can be a key consideration for prospective b-school students. Miller Hall, a $75 million project that is the home of William & Mary’s Mason School of Business, was completed in 2009.

Here’s how sharing student success data can help MBA programs attract new students, prove ROI value and connect with the business community.

Tom Ryan is vice-president of brand integration at Schneider Associates, an integrated marketing firm based in Boston.

If your marketing teams are not taking advantage of the multitude of ways to personalize digital content to increase lead capture, enrollment and retention, you may be seeing the impact in your acceptance and yield figures.

BUDDING LEARNERS—Lab-k program kindergartners sport their Bethel College pride for an event on campus.

There’s a new kind of nontraditional college student in America, with elementary school kids being seen increasingly on American higher ed campuses.

As textbook sales have declined, campus stores are relying on promotions to attract students who might not otherwise have a reason to visit.

The Johnson Cornell Tech MBA is conferred by the Samuel Curtis Johnson Graduate School of Management at Cornell University, but students don’t do all of their coursework at the Ithaca-based business school.

“Our Tech MBA is very unique in that our students are living and working with students from other [Cornell] programs in what we call ‘studio’ learning,” says Doug Stayman, associate dean at Cornell Tech and associate professor of marketing at the management school.

DOWN TO BUSINESS—Dean Idie Kesner (left) congratulates MBA for Educators graduate Casey Stansifer, a school district curriculum coordinator.

Applications to full-time, two-year MBA programs in the U.S. have been down since 2014, and this past fall, 64 percent of programs reported declines, says a survey report. 

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