September 22, 2020

Marketing the college to the outside world

One positive figure in negative economic uncertainty is the enrollment rate among colleges and universities. Economic trends remain consistent, whenever the economy is gloomy, enrollment rates increase due to the unemployment rate and also the intense competition in the work place for the relatively few remaining jobs.
Of the nine public colleges and universities in Utah, every single institution increased in enrollment this year. However, the increased numbers varied considerably from institution to institution.

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This archived article was written by: Devin Bybee

One positive figure in negative economic uncertainty is the enrollment rate among colleges and universities. Economic trends remain consistent, whenever the economy is gloomy, enrollment rates increase due to the unemployment rate and also the intense competition in the work place for the relatively few remaining jobs.
Of the nine public colleges and universities in Utah, every single institution increased in enrollment this year. However, the increased numbers varied considerably from institution to institution.
Dixie State College grew the most in the fall semester with a 22.78 percent increase in enrollment. This is a change of 1,468 students. Snow College was second with a 15.01 percent increase with a change of 570 students. The College of Eastern Utah grew with a 4.37 percent increase with a change of 91 students.
Although enrollment growth is a common factor throughout the state, it is apparent that some colleges or universities have benefitted more from this growth. Perhaps this is due to each institution’s advertising strategies.
Snow College, for example, has set forth a rigorous advertising and marketing strategy. Recent advertisements in the Salt Lake Tribune illustrates one of their strategies. The headline states “It’s SNOWing near you!” The ad describes admission and scholarship open houses they are having at eight main locations throughout the state.
At each of these open houses, future students have the opportunity to be admitted without the pesky admissions fee, apply for scholarships, meet faculty, and learn about housing, financial aid and student life. This demonstrates aggressive marketing and convenient approaches for future students.
According to Brad King, vice president of institutional advancement, CEU’s marketing includes participating in the Utah High School Tour and airing regional cable commercials developed by CEU’s Recruitment Office. The High School Tour takes place in the fall in which CEU visits each high school in the state to provide information about the college.
Those schools that have the most students interested are then given call-back visits. Interestingly, the areas that have had the highest interest in the past are: CEU’s local service area, Salt Lake Schools West of I-15, and Bear River High School.
In CEU’s marketing they emphasize an assortment of reasons to attend the school. King also explained that these reasons include: Small classes, low cost, well qualified and caring faculty, total campus experience including great academic preparation and student life and a unique setting to get an education.
Although these are main points of focus for the schools marketing approach, other characteristics of CEU sell itself. For example, some students would have never considered CEU as an educational foundation, but their athletic desires said otherwise.
There are many reasons why someone should attend CEU. So hopefully enrollment will continue to climb at CEU. The college is marketing the school in a variety of ways that will continue to expose the positive aspects of CEU.

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