(from EAB's Enrollment Blog) Enrollment leaders often have more recruitment potential in their own backyards than they may be aware. Mailing lists are a frequent area of oversight. Many list sources release updated names multiple times a year, creating opportunities for schools that typically purchase names only once a year. Other schools miss desirable students by incorrectly or overly aggressively filtering mailing lists — for instance, focusing exclusively on students they believe are especially likely to apply and enroll.
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