5 college recruiting lessons from a mom and a marketer — from highereddive.com by Denise Lamphier
The executive director of communications and marketing at Central College, in Iowa, shares what she learned from her own child’s college search.
Excerpt:
Just after that first piece arrived, I proposed the idea to E.J. to collaborate on a four-year project together, reviewing admission materials. As part of the project, he wrote some journal entries about the mailings. Then I took the pieces to my office at Central and taped them on the wall. This allowed my team to see the four-year progression of materials that a high school student receives from colleges. E.J. also offered me access to his school email account so I could read all the college emails he amassed.
The following statistics reflect his recruitment experience in a numbers nutshell:
One student. Four years. Ninety different colleges and universities. A total of 5,228 emails. Four military recruitment brochures, 23 handwritten notes, 302 postcards, and 162 viewbooks and pamphlets mailed alone. That’s in addition to 130 letters, often including viewbooks, applications or other materials. And we mustn’t forget one yellow flying disc mailed as an irregular parcel.
All to elicit one decision.
Addendum on 10/10/22:
- 4 more insights from a mom and a marketer — from highereddive.com by Denise Lamphier
The executive director of communications and marketing at Central College, in Iowa, shares more of what she learned from her child’s college search.