Ideas, insights and inspirations.

The era of traditional high cost, high-volume and low-performance student search services is over. Here’s how traditional student search services used to work: first, when taking SAT and AP tests, students gave permission to the college board to share their contact information with prospective colleges; in turn, the college board licensed (for one-two-use only) the student names to potential colleges at 50 cents per name; then, colleges bought boatloads of names from the college board; finally, colleges bombarded the prospects with commoditized emails/direct mail, hoping some would raise their hands, and praying some would convert.  Traditional student search worked initially but, over time, it started to backfire. Students and families got tired of being spammed by colleges and they got smarter. They started taking control of their college search. They are now consulting their peers, families and friends about which colleges they should consider. They are searching on Google for the college that’ll suit them the best. The privileged ones … Continue reading

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Every year, a silent, high-stakes dance takes place in all the 4,000+ colleges and universities in the US. To meet their enrollment targets, the colleges look for the best-possible group of students who will apply, and then accept the offers extended to them. Lead generation with College Student Search is the first step in this ritual dance with a singular objective: to generate an initial list of best-fit, most-likely-to-apply-and-subsequently-accept high school students. Like everything else in enrollment management, digital has disrupted the traditional College Student Search: Traditional College Student Search Campaigns – Buy A Large Set of Names and Whittle The List Down This was the textbook strategy for student search. Enrollment professionals bought tens of thousands of prospective student names from various sources – at a price ranging from 20 to 40 cents per name. Then they sent them a series of emails and direct mail pieces with the hope of getting some of them to raise their hands … Continue reading

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