SESSION ROOM: ATLANTA 1
Colleges and universities routinely pull out all the stops to attract, identify and enroll high school students. Yet, despite new targeting methods and technologies, the long term trend has been for prospective students to increasingly opt-out of lock-step enrollment funnels. Enrollment managers are thus challenged to predict yield in an increasingly uncertain and difficult budgeting environment. In our research and experience, students are not looking for more marketing, rather better conversation. In this presentation, learn to adapt your enrollment marketing game plan, letting value, behavior, and student preference drive your efforts. Discuss what strategies have proven effective at other institutions. Discover specific recommendations from high school students, learn their online participation profile, and review their communication preferences for learning about colleges. Successfully executing these strategies will increase your ability to identify stealth students earlier in the enrollment process.