In the first part of our two-part whitepaper, we discussed the increasing importance of the web in prospective college students’ decision-making process. Specifically, we examined the behaviors and preferences of the millennial/Gen Y target audience and considered what role technology plays in their lives – and accordingly, what role it should play in an effective higher education marketing plan.
When it comes to recruiting, however, technology isn’t the only disruption to the old way of doing business, nor is it necessarily the most critical. For the first time in decades, there has been a decline in the number of students attending and completing high school. As a result, U.S. colleges and universities are finding themselves recruiting among a smaller pool of prospective students – and an increasingly diverse one. As tuition and fees rise and the economic outlook remains murky, students and parents are asking tougher questions about the value of college degrees, and in many cases, they are seeking alternatives to the conventional four-year, full-time, residential, post-secondary education model.
Challenges discussed in Part two of this series:
- A Shrinking Pool of Prospects
- The New Value Equation
- Fundamental Changes in Target Prospects
Interested in reading Part two of Millennial Admissions 101? Get a copy now.