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"Almost every college in the country has a recruiting funnel, that
series of contacts-the Web, direct mail, campus visit, telemarketing
and special events-that move a prospective student from initial
contact through the campus visit to matriculation. While the overall
purpose of the recruiting funnel has not changed, our approach to
design must.....
- We will see an evolution away from print-based funnels to Web-based
funnels. It will happen at some institutions more quickly than
others....
- Effective recruiting funnels will be dynamic and interactive...
- Aggressive funnels will required an enriched, coordinated media mix
that includes not only publications and telemarketing, but the Web,
advertising, special events, sponsorships, and collaborations.
- Successful recruiting strategies will be closely coupled with
successful retention strategies..."
Experts say there are three basic funnel stages. At stages one
students are beginning to look. At stage two they are becoming more
insightful and asking better questions. "At stage three students
have applied to and been accepted at a handful of schools. >From the
student's perspective, these schools are largely identical. Data
suggests that they will make their decision on three variables"
- Fit: Do they feel like they "fit in" on campus?
- Financial aid
- The "cool" quotient: When they tell their friends where they are
going, do their friends say, "cool?"
DORMtours lets your accepted in coming Freshmen know that they will
fit in. DORMtours also engages these kids in a virtual community,
built by and for students, that is most definitely "cool!"
LET DORMtours COMPLETE YOUR RECRUITMENT FUNNEL
Source: The Journal of College Admission Number 169 Fall 2000
"Building an Effective Recruitment Funnel" By Robert A. Sevier, PhD.
Other Resources:
Integrated Marketing for Colleges, Universities and Schools (1998) By
Robert A. Sevier
Brand Leadership (2000) By David A. Aaker and Erich Joachimsthaler
New York: The Free Press
Integrated Marketing Communication: A Practical Guide to Developing
Comprehensive Communication Strategies By Robert A sevier and Robert
E Johnson (1999) Washington DC: CASE Books
Going to College:How Social, Economic and Educaitonal Factors
Influence the Decision Students Make (1990) by Don Hossler et al New
York: The College Board
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