Growing College Enrollment via High School Counselors

High school counselors are some of the most important people in the college world, but they often don’t get enough credit. Every day, they help students and their families deal with confusing applications, scary deadlines, and big questions about money. When counselors trust a specific college, they become a bridge that helps students find their way to that school.

If colleges want to grow, they need to help counselors do their jobs better. Here are four ways they can do that:

1. Help counselors cut through the noise

Students today are constantly spammed with emails, ads, and brochures from hundreds of colleges. It’s overwhelming. Counselors help students figure out which messages are actually important and which schools are a good fit. Colleges can help by giving counselors clear, honest information “cheat sheets” so they can give better advice.

2. Make it easier to see the campus

One of the best ways to get a student interested is to show them the campus. Colleges should create “Counselor Microsites” to make it super easy for them to find links for virtual tours, sign-ups for in-person visits and contact info for a real person in your office. When a counselor can show a student a tour right when they are excited about a school, it keeps that momentum going.

3. Be honest about the price

A lot of families see a high “sticker price” for tuition and immediately think they can’t afford it. Counselors help families understand that financial aid can make expensive schools affordable. Colleges need to be transparent about what students actually pay and show how a degree from their school will pay off in the long run. Colleges need to provide counselors links to college “Outcomes” pages showing exactly how your degree leads to jobs and independent living. This will help counselors explain that your school is affordable and worth the debt.

4. Build a real relationship

At the end of the day, counselors are humans who are often stressed and overworked. When a college treats a counselor like a partner — giving them the tools they need and showing them appreciation — the counselor is much more likely to recommend that college to their students. Colleges should offer to host one-on-one financial aid workshops or connect their high school classes with your college professors.

5. Clear up the “Test-Optional” confusion

Policies regarding SAT and ACT scores are often confusing. A school might be “optional” for admission but still require scores for certain scholarships or specific majors.

The Bottom Line:

Colleges shouldn’t just only market directly to students. By helping high school counselors, they are helping the people who students trust the most. When counselors have what they need, everyone wins.

If you are seeking an enrollment marketing agency to grow enrollment for your college or university, view our higher education marketing capabilities and consider partnering with us.