Facing both rising recruitment costs and declining or stagnant enrollments over the past few decades, college presidents have been experiencing a sea change from traditional recruitment methods toward more aggressive strategies. With this rapid change, prospective student name purchases stretch tight budgets. In the swirl of emails and offers, fewer students who start the admission process at an institution actually enroll. At the same time, highly talented students face a barrage of unwanted mail that drives up the cost of student recruitment even higher. Still, the development of new markets is important. We believe these investments need to be more cost-efficient and based on analytics of prior results. Managing this process of cultivation may be the enrollment management challenge of the 21st Century. Many senior administrators have only partial answers, often due to the lack of transparency in the full range of student search investments, yet it is now one of the most expensive items in the budget. In today’s tough market, you need better information for smarter choices. Join us to learn how the scientific method can bring order to today’s recruitment chaos and generate optimal ROI on name buys.
Bob Gay, Senior VP of Management Operations, Maguire Associates, Inc
Jim Murtha, CEO, Maguire Associates, Inc.