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Millennial Admissions 101: The Changing Role of Digital in Undergraduate Recruitment - Part I


These are challenging times for admissions departments, marketers and everyone responsible for filling seats in lecture halls from year to year. For a host of reasons, an institution’s web presence is now as important as its brick-and-mortar counterpart. Given the evolution of the undergraduate student, primarily in the way millennial students now interact with technology, it’s crucial for colleges and universities to make a profound impression online.

According to a recent report, in 2013, for the first time, smartphone sales surpassed those of feature phones. Among 18-29 year olds, the adoption rate of web-enabled mobile devices is even greater with 8 out of 10 owning a smartphone. With impressive numbers like these, Higher Ed marketers must be sure they are fully prepared for the shift toward mobile.

In this paper, the first of a two-part series, we examine the changing nature and behaviors of the target prospects themselves, and we show that relying on traditional recruitment methods is a dangerous proposition.

Topics Covered:

  •          The evolution of the undergraduate student
  •          Marketing to the Millennial
  •          The realities of a mobile-first world
  •          The rise of the stealth applicant
  •          The realization that your site is your brand

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