College's Need to Shake Up How They Are Reaching Prospective Students
It’s no secret that colleges bombard potential students with an endless stream of letters, emails, and phone calls. During my senior year of high school, it seemed like I got a new brochure, email, or letter from some university every other day trying to get me to apply . In my and many of my classmates' case, this type of marketing had no effect on where we went to school. So, if mass marketing isn’t gaining universities more students, why are they still spending so much of their budget on this? Universities are spending about 20% of their tuition revenues on admissions and recruiting efforts (Katzman, 2016). With a push for universities to lower their prices, universities must find better more cost efficient way of reaching students. Direct mail is a huge expense on a universities budget. Even though it is such a strain on marketing budgets it is what has been traditionally used and is still effective in getting a university’s name into the hands and minds of prospective stu...