survey of admissions directors - Inside Higher Ed

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In aggregate, survey participants fromfour-year colleges and universities reportthat recruiting out-of-state students is animportant admissions priority, closely followedby providing adequate financial aidfor low- and middle-income students andRecruitment StrategiesRecruitment strategies used by colleges include not only targeting variousstudent populations, but also finding new ways of reaching out to potentialstudents and their families.maintaining good relationships with highschool college counselors.At community colleges, the top priorityis student aid, followed by relationshipswith high school counselors. Almosttwice as many community collegecounselors tag student aid as a prioritycompared to their peers in four-year institutions(66.4 percent at communitycolleges vs. 36.2 percent at four-yearinstitutions). Similarly, far more communitycollege admissions officers cite goodrelationships with high school counselors(63.6 percent) as a key campus recruitingstrategy than do their peers in four-yearinstitutions (37.8 percent).Indeed, a recurring theme in the dataon institutional strategies is the impor-Table 3How Important Are the Following Strategies for Undergraduate Admissions Efforts and Enrollment Targets Over the Next Two-Three Years?(percentages rating the strategies as 6 or 7; scale 1=not important, 7= very important)All 4-YearInstitutionsCommunityCollegesPublicDoctoralPublicMaster’sPublicBaccalaureatePrivateDoctoralPrivateMaster’sPrivateBaccalaureateRecruiting moreout-of-state(domestic) students(37.6)Providing adequatestudent aid forlow- and middleincomestudents(66.4)Recruiting moreout-of-state(domestic) students(53.3)Recruiting moreout-of-state(domestic) students(47.9)Maintaining closerelationships andcommunications withhigh school guidancecounselors(64.0)Providing adequatestudent aid forlow- and middleincomestudents(48.3)TIE: Recruiting moreof out-of-statestudents and Usingsocial media(34.2)Providing adequatestudent aid forlow- and middleincomestudents(39.9)Providing adequatestudent aid forlow- and middleincomestudents(36.2)Maintaining closerelationships andcommunications withhigh school guidancecounselors(63.6)Recruiting morefull-pay students(46.5)Recruiting morefull-pay students(44.7)Recruiting morelocal students/studentswho live closeto the college(41.7)Recruiting moreinternationalstudents(42.9)Maintaining closerelationships andcommunications withhigh school guidancecounselors(26.9)Maintaining closerelationships andcommunications withhigh school guidancecounselors(34.8)Maintaining closerelationships andcommunications withhigh school guidancecounselors(35.6)Recruiting morelocal students -students who liveclose to the college(62.6)Recruiting moreinternationalstudents(42.2)TIE: Providing adequatestudent aid for lowandmiddle-incomestudents; using socialmedia (Facebook &Twitter, etc.);(38.8)Providing adequatestudent aid for lowandmiddle-incomestudents(28.0)Maintaining closerelationships andcommunications withhigh school guidancecounselors(34.5)Providing adequatestudent aid forlow- and middleincomestudents(26.3)Recruiting moreout-of-state(domestic) students(34.5)Recruiting morefull-pay students(31.7)Using social media(Facebook & Twitter,etc.) as part of ourcommunication strategywith applicants(38.2)Providing adequatestudent aid for lowandmiddle-incomestudents(39.5)Maintaining closerelationships andcommunicationswith high schoolcounselors(37.5)Using social media(Facebook & Twitter,etc.)(26.1)Using merit scholarshipsto enhancethe academicprofile of our studentpopulation(28.0)Recruiting morelocal students(23.1)Recruiting morefull-pay students(34.3)Recruiting moreinternationalstudents(30.3)Recruiting morefull-pay students(34.4)Maintaining closerelationships andcommunications withhigh school guidancecounselors(35.7)Recruiting morefull-pay students(25.0)Recruiting moreout-of-state students(25.9)Using merit scholarshipsto enhancethe academicprofile of our studentpopulation(31.4)8 INSIDE HIGHER ED 2011 SURVEY OF COLLEGE AND UNIVERSITY ADMISSIONS DIRECTORS
tance of maintaining close relationshipswith high school guidance counselors(range: 26.9 percent for private master’sinstitutions to 63.6 percent for those atcommunity colleges). A second recurringtheme across all sectors is the importanceof social media, cited as a “veryimportant” strategy by almost a third(30.2 percent) of the survey participantsat four-year institutions and two-fifths(38.3 percent) of admissions directors atcommunity colleges.Rating the Effectiveness of Admissions ResourcesIf they are fortunate, high school students and their parents have accessto a wide array of resources to help them navigate the college searchprocess. But how effective are these resources?Across all four-year institutions, admissionsofficers rate college counselorsat private high schools as a very effectiveresource for student applicantsand their parents. In contrast, communitycollege officials place financial aidwebsites at the top of their list of usefuladmissions resources (Table 4). Socialmedia play an important role acrossalmost all sectors, as do financial aidwebsites and data-driven counselingtools. Guidance counselors at publichigh schools make the “top five list” injust two sectors: community collegesand public baccalaureate colleges, a reflection,no doubt, of budget cuts thathave limited college counseling servicesat many high schools.Table 4How Effective Are the Following Resources and Services That Students Use in the College Admissions Process?(percentages rating the resource as 6 or 7; scale 1=not effective, 7= very effective)All 4-YearInstitutionsCommunityCollegesPublicDoctoralPublicMaster’sPublicBaccalaureatePrivateDoctoralPrivateMaster’sPrivateBaccalaureateCollege counselorsat private highschools(51.8)Financial aid/scholarship website(FASFA, FastWeb,Finaid.org, etc.)(48.3)Collegecounselors atprivate high schools(46.5)Collegecounselors at privatehigh schools(46.0)Collegecounselors at privatehigh schools(41.7)Collegecounselors at privatehigh schools(65.5)Collegecounselors at privatehigh schools(48.1)Collegecounselors at privatehigh schools(57.5)Financial aid/scholarship website(FASFA, FastWeb,Finaid.org, etc.)(28.8)Collegecounselors at publichigh schools(45.2)Financial aid/scholarship website(FASFA, FastWeb,Finaid.org, etc.)(20.0)Collegecounselors at publichigh schools(36.0)Financialaid/scholarshipwebsites(40.0)Data-drive collegecounseling tools(Naviance, etc.)(44.8)Social mediasources(24.7)Financialaid/scholarshipwebsites(35.7)Social media sources(College Confidential,Facebook, etc.)(24.9)Collegecounselors at privatehigh schools(31.3)TIE: Collegecounselors at publichigh schools; socialmedia sources(15.6)TIE: Financial aid/scholarshipwebsites; socialmedia sources(31.3)Social mediasources(28.0)Independent/ privatecollege counselors(27.6)Independent/privatecollege counselors(22.5)Independent/privatecollege counselors(31.3)Independent/privatecollege counselors(22.4)Social media sources(College Confidential,Facebook, etc.)(29.8)Data-driven collegecounseling tools(Naviance, etc.)(11.4)Independent/ privatecollege counselors(20.4)Collegecounselors at publichigh schools(24.0)TIE: Financial aid/scholarshipwebsites; socialmedia sources(22.2)Financialaid/scholarshipwebsites(22.2)Social mediasources(26.3)Data-driven collegecounseling tools(Naviance, etc.)(19.6)Collegecounselors at jobplacement centers(22.3)Independent/ privatecollege counselors(12.5)Data-driven collegecounseling tools(Naviance, etc.)(21.0)Data-driven collegecounseling tools(Naviance, etc.)(21.1)2011 SURVEY OF COLLEGE AND UNIVERSITY ADMISSIONS DIRECTORS INSIDE HIGHER ED9
Page 1 and 2: The 2011 Inside Higher Ed Survey of
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Page 15 and 16: Table 13Are “Traditional Students
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