2008 Woodie Awards
Recruiters go above and beyond
Anne Blankley
Issue date: 5/9/08 Section: Opinion
Due to decreasing enrollment at America's private colleges, schools are stepping up student recruitment efforts in creative and unique methods that target prospective students in a personal and direct way. The United States Department of Education predicts colleges will see a four percent decrease overall in incoming first-years in 2009. Larger state schools may not be as affected as small private schools whose individual recruitment may drop up to 10 percent. What does this mean? Are young people giving up on higher education?
Many students say the reasons for not attending private institutions are the lack of financial aid and rising tuition costs. Students are now using a more critical eye when weighing college choices. Questions like "Is the price equal to the value of the education?" and "Will I ever be able to pay back my students loans?" are commonly being asked. Unfortunately, there is no guarantee of a job right out of college though many intuitions boast of their internships - which are generally unpaid.
Realizing this, colleges like Wilkes University in Pennsylvania are marketing their institution in an exciting new ad campaign that features personalized billboards to attract students. The college recognized Nicole Pollack as a potential student and printed her name on public billboards, pizza boxes and gas pumps with sayings like, "We just hope you're on your way to Wilkes University next year."
The students participating were aware of the campaign and enjoyed the individual attention. Another example of a billboard proved that Wilkes cared about the interests of the each student: "Lake Lehman senior Greg Heindel: 'You give your time at the soup kitchen, the firehouse and your church summer camp. Wilkes University would like to give you something - a top-quality education.'"
The campaign cost the college $120,000 and featured seven other students. Although not all of the eight potentials selected Wilkes, the campaign certainly sparked their interest and encouraged other students to inquire. Imagine seeing your name on a giant billboard pleading you to attend their college?
Many students say the reasons for not attending private institutions are the lack of financial aid and rising tuition costs. Students are now using a more critical eye when weighing college choices. Questions like "Is the price equal to the value of the education?" and "Will I ever be able to pay back my students loans?" are commonly being asked. Unfortunately, there is no guarantee of a job right out of college though many intuitions boast of their internships - which are generally unpaid.
Realizing this, colleges like Wilkes University in Pennsylvania are marketing their institution in an exciting new ad campaign that features personalized billboards to attract students. The college recognized Nicole Pollack as a potential student and printed her name on public billboards, pizza boxes and gas pumps with sayings like, "We just hope you're on your way to Wilkes University next year."
The students participating were aware of the campaign and enjoyed the individual attention. Another example of a billboard proved that Wilkes cared about the interests of the each student: "Lake Lehman senior Greg Heindel: 'You give your time at the soup kitchen, the firehouse and your church summer camp. Wilkes University would like to give you something - a top-quality education.'"
The campaign cost the college $120,000 and featured seven other students. Although not all of the eight potentials selected Wilkes, the campaign certainly sparked their interest and encouraged other students to inquire. Imagine seeing your name on a giant billboard pleading you to attend their college?
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