Prospective students receiving record number of written contacts

A new, spring 2013 research study from Noel-Levitz has found that prospective students are receiving a record number of written contacts (direct mail, e-mail, and texting combined) from colleges and universities, with increases especially evident among students being recruited by four-year public universities.

As shown in the table above, officials from four-year public universities confirmed that they are sending three written communications at the median to prospective students who had not yet inquired; eight written communications at the median to students who had inquired but not yet applied; and 10 written communications at the median to admitted students; for a total of 21 written contacts at the median. Both the admitted student figure and the inquired-but-not-yet-applied figure were up from two years earlier.

Leading the way in the number of written contacts were four-year private institutions with a total of 26 written contacts at the median.

In a related finding, the study also found that four-year public institutions are now purchasing a similar volume of student names from search list vendors such as NRCCUA, The College Board, and ACT compared to four-year private institutions.

Watch for the study to be released in June: 2013 Marketing and Student Recruitment Practices Benchmark Report for Four-Year and Two-Year Institutions.  To receive the report by e-mail, visit www.noellevitz.com/Subscribe and select “New trend reports and white papers.”

Noel-Levitz also partners with campuses for direct mail and e-mail for student search and application generation. If you have any questions about optimizing communication and marketing strategies for student recruitment, or about the findings above,  please e-mail us.