Colleges and universities have been wrestling with the impending demographic cliff and declining enrollment facing undergraduate programs. Reduction in the number of traditional college-age students, as well as demand, has led to increased competition for qualified and interested students. GPRS provides solutions to help boost undergraduate enrollment and overcome constraints on admissions staff and available financial aid for incoming students.
GPRS provides services to help undergraduate admissions leaders manage through the following trends in college admissions.
Demand
High tuition and reduction in tolerance for student debt are two of the factors causing demand for undergraduate studies to decrease. The COVID-19 pandemic was another deterrent to entering college in recent years. To generate demand, institutions need to remind the market of the benefits of going to college by sharing their alumni success stories and charting a clear path to student’s desired outcomes.
Competition
With demand decreasing, competition for the best college applicants has increased. Top students expect to be courted and have interested institutions provide them with personalized information focused on why they should choose to enroll at their college/university. Institutions must differentiate themselves to attract quality applicants that are a fit AND consider your school their #1 choice.
Standardized Tests
College applicants now have the option to take or submit their ACT and SAT scores. In some cases, institutions have decided to go “test-blind” since the COVID-19 pandemic. As a result, institutions need to adjust their admissions processes and invest more in recruiting undergraduate candidates. The return on this investment will be a deeper understanding of college applicant’s interests, qualifications, and fit.
Diversity
The Supreme Court decision banning race-conscious affirmative action added more complexity to the college admissions process — especially for institutions focused on developing a diverse student body. College applicants from diverse ethnic populations may be deterred from seeking admissions into institutions unless they are targeted or contacted in marketing campaigns and other outreach programs.
Client Fact
Lincoln University partners with GPRS to deliver marketing and advertising services for undergraduate and graduate enrollment. GPRS launched a “sock campaign” to build school spirit and excitement among incoming freshmen — receive one Lincoln sock when you deposit and the other when you register. The campaign went viral.
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