College Admissions Public Relations Campaign Essay

1157 words - 5 pages

Each year colleges around the world rally to obtain the best and brightest students. Success is the key factor for this search, as colleges and universities survive on revenue generated by those students who not only choose their institution, but also remain at their institution and complete their chosen course of study. Additionally, colleges receive ranking based on the credentials and success of their students, which only enhances their financial success. The following is a proactive public relations strategy designed to generate increased applications by higher academic achievers whereby increasing higher academic achievers admissions.
Recruiting students can only be accomplished by attracting the attention of students, educating them on college offerings and enhancing the ease of college enrollment. Effective recruitment plans require visibility to students by creating an environment that cultivates dialogue and information exchange. Prior to the campaign launch, a college must build a vibrant and eye-catching web site. In this website, video testimonials of former and current students should be included. Additionally, financial aid resources need to be made available, including those offered by the college. A financial aid and college cost calculator would be an excellent resource to give students an idea of educational costs. Since on average, prospective students only visit between one and four campuses, a virtual campus tour will allow both students and parents to experience the campus without ever leaving their home (YouVisit, n.d.). Presence in social media networks should be established to allow students share their ideas and interact with Faculty staff. Most students interact heavily through social networks. In fact, studies indicate that 95% of all college students interact with some form of social media (Dunn, 2012). Therefore, advertising on social networks and search engines will direct prospective students to the college website. Recruiting relationships between high school counselors and the college also needs to be implemented as well as established campus visitation programs prior to strategy initiation.
Public Relations Audit
Previous attempts to obtain high achiever admission focused heavily on junior and senior high school students. Although this strategy has yielded adequate results, the process of actually choosing a college begins at the freshman level (Flemming, n.d.). This is the focus of this PR strategy, to target high achieving 9th and 10th grade high school students for early college admission.
Public Relations Plan
The objective of this public relations plan is to increase enrollment of high achiever students. The goal is to accomplish this increase through an early enrollment plan. The college will offer full and partial scholarships to qualified 9th and 10th grade students that continue to maintain high academic standards through high school graduation based on need. This will be...

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