It's not just the admissions office that should be reaching out to prospective students — nor just during the late-winter and spring yield season. From "the signage that directs visitors to parking on campus or the stream of social content that fills Instagram and Snapchat, everything speaks," according to Tim Jones of Beloit College. "Every single interaction across every touchpoint shapes perception and ultimately influences a prospective student's decision to search, visit, enroll, stay, and give." Educational institutions should work especially hard to give prospects multiple positive experiences (even one bad experience can have a lasting effect) and to honestly represent their brand and its unique culture and expectations.
Inside Higher Ed (04/26/17)
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