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Connecting with potential
students is one of the greatest challenges facing college
marketing
and admissions professionals. Developing communications
programs that reach students in their own terms is
difficult.
If done
correctly, however, it can ideally position an institution
as an intriguing and attractive option for potential
students.
Communication Guides from Student Insights
are a valuable resource for college marketing professionals.
These reports
not only enable professionals to clearly understand
students'
perceptions, but also develop communication programs
based on them.
A key to effective communications is
to understand the target audience. Communication Guides
begin with surveys
of thousands of high school seniors to determine their
perspectives on a variety of college-related issues.
These results are presented in a clear, concise format
showing the attitudes of students as a whole, or specific
demographic segments.
But the Communication Guides don't
end with data analysis. The reports also present specific
marketing ideas based
on the research findings. These ideas can help your
institution deliver the right message to the target
market using
the most effective media.
Student Insights has an
expanding library of available guides, including:
Enhancing
Market Position (FREE) ORDER
NOW
Every institution has a unique
market position. This report presents a simple, but effective
approach
to understanding market position in terms of
awareness and perception
among potential students. Learn how to measure
your institution’s
market position and develop a plan to improve
it. (This report is available for free only to college
and university
employees.)
Study Abroad: Strong Demand,
Surprising Preferences (FREE) ORDER
NOW
Studying
abroad has become an integral part of the college experience
for many students. A strong
foreign
study
program can have significant appeal to potential
students and give colleges a recruiting edge.
This report examines
the strong demand for study abroad programs,
preferred destinations, and ideas for making
these programs
a recruiting advantage. (This report is available
for
free only to
college and university employees.)
Power Words
($150) ORDER
NOW
Choosing the right words for institutional
taglines and marketing material can make all the difference
in connecting
with potential students. Some words and themes
resonate strongly with students and should be
a key part of
all communications. Other words have a neutral-
or even negative
impact and should be avoided.
This report ranks 95 words commonly used in college
communications, based on the image that the image
that they convey. The
rankings are based on a proprietary survey of
more than 5,000 students from across the United
States.
In addition, the report groups words
according to common themes, and shows which of those
themes
should
be emphasized
to potential students. Ten specific ideas for
leveraging power words are presented in detail.
This
report is an invaluable reference tool for any marketing
communication or branding effort!
Academics:
Building an Image of Strength ($150) ORDER
NOW
Students consistently rate “academic strength” as
one the most important factors when choosing
a college. Colleges and universities use a variety
of facts and
themes to build an image of academic strength,
yet it is difficult to know exactly what appeals most
to students.
This report presents the findings
of a survey
of more than 5,000 students from across the country.
It examines
how students themselves define academic strength,
rating the importance of a variety of factors
including:
- Class size and student-to-professor
ratios
- Ratings in US News and other magazines
- Admission
rates
- Test scores and high school rank
of incoming freshman
- Success of college graduates
- Faculty
awards and achievements
- Condition of academic facilities
A
number of specific ideas are presented for building
and communicating a compelling academic
image
that stands out to prospective students.
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