A marketing technique for student recruiting

Abstract

This article outlines a technique for analyzing various segments of a college's market for students. Careful scrutiny of the segments in which the college has a relatively limited appeal may suggest strategies for improving the college's performance in those segments.

The article further describes a pilot test of the technique using data from Shippens-burg State College. Two key results of the pilot test were:

1. The college should give strong consideration to developing programs of interest to high-ability male students, a group currently underrepresented.

2. The development of a tuition schedule based on parental income would increase the proportion of lower-income students at the college. The cost, however, would have to be borne by the state, as the college would lose upper-income students in substantial numbers.