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.