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• W622175068 abstract "Today's society is more mobile than it has ever been. With immigration creating diverse constituent groups, and 24 pcrcent of households in the United States moving in a given year, existing stable markets are transforming in virtually all demographic areas. Given these dynamic trends, keeping track of your target market for enrollment is becoming increasingly more difficult. Marketing colleges and universities to prospective students in this ever-changing environment poses a challenge for admissions and enrollment management professionals. Increased competition, the development of niche programming, and a highly mobile society is making recruitment more demanding on these professionals, and is creating a need for specialized enrollment targeting efforts. Most institutions believe that their tried and true methods of recruitment work best. They can name the best high schools for recruiting and can tell you how to find the best Adult Education student. However, these same institutions are not looking at their market from a critical perspective-truly understanding who their students are. Upon closer examination of your institution, how do you answer the following question: Are the students attending your institution still representing the demographic areas from which you traditionally recruit? If you answered no, how then can you evaluate the everchanging market? Who are your target Are they high school graduates from middle- to upper-middle-class households? Minority Adult Education students who are divorced, aged 25-44, and looking to improve their ability to get promoted and make more money? These questions represent a sampling of the core concerns regarding enrollment facing many colleges and universities today. There is no doubt that knowing who is attending your school will help you plan strategically and better understand questions such as Where should I locate a campus or program? and Where should I be looking for our next class of students? The number oi variables that can and should be analyzed is quite large. For the purpose of this article, the focus will be on the changes surrounding the target age group, as opposed to other variables, in the greater Lansing, Michigan area. There is one key step necessary for an accurate analysis of your target market-and that is the complete and accurate understanding of who your students really are! Student Profiling and U.S. Census Data The two tools that are most effective in tracking and focusing your marketing efforts are custom student profiling and the use of U.S. Census data. To simplify matters for this article, we will accept the fact that a profile has been donc on a student population. A profile is created when demographic data are appended to each student record, analyzed, and the results are interpreted to give the institution an exact picture of their students, and from where they are coming. The following table shows a breakdown of two different student profiles. The target high school student is from either a Black or Hispanic community, where the annual household income is between $15,000 and $40,000 a year. The Adult Education student ranges in age from 25-44, tends to be predominantly Black or Hispanic, and makes between $20,000 and $40,000 per year. By focusing on these two groups, we will examine how the moving population can affect how and where recruiting is done. If we look at census figures for the high school market, we see that most of the market is showing growth in the 15-17 year age group. The key factor to consider is: How does this growth affect the recruitment efforts of your institution? Additional questions to pose include: Are the schools/areas on which you are currently focusing providing the student population necessary to maintain your enrollment needs? Or are you focusing on areas with low growth or negative growth and ignoring new high growth areas? …" @default.
• W622175068 created "2016-06-24" @default.
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• W622175068 date "2003-07-01" @default.
• W622175068 modified "2023-09-23" @default.
• W622175068 title "Are You Fishing in the Right Pond? Targeting Students for Your Institution" @default.
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