Rarely have I found an organization that seems to be good at what it does, ethical in its interaction and passionate about the work they do and relationships they develop. Lawlor is that unique organization.

—Jim Collins
President
Loras College
Dubuque, Iowa

March 2007 Lawlor Focus

Meeting Families' Needs During Accepted Student Events

The yield stage of the admission cycle is getting underway, which means colleges and universities are planning events designed to convert that magic number of admitted students into enrollees. With trends showing the actual yield ratios declining each year at private four-year institutions (from 40 percent in 2001 to 35 percent in 2006, according to a Noel-Levitz research study), admission staffs are brainstorming fresh agendas for their accepted student days, as well as retaining the tried and true components. But even the perfect schedule of all the right activities will not guarantee success if the value of the event is not communicated to accepted students and their families in the invitation. To ensure that the invitation answers "What's in it for me?" it's helpful to know what families want from accepted student days, and a recent online discussion in the parents' forum of College Confidential revealed just that.

One parent explained that her daughter received several invitations to accepted student events at schools she had already visited during fall open house events. The father felt that "to spend another weekend away if it is going to be basically the same would be just an unnecessary expense," so the mother asked fellow parents' opinions of the pros and cons of attending accepted student events. Answers included:

"I think it'll be really interesting to see if we look at schools with a different 'eye.' Previously, we were going with the idea of 'Please take me!' (assuming we liked it) and 'What are you, the school, looking for?' Now, it's 'What am I, the student, looking for?' and 'Why should I go here?' I'm wondering if it'll be similar to house hunting before your offer and after acceptance of your offer. I think we'll now be looking more closely for the 'cracks in the foundation and whether 'the closets are too small.' "

"There's something to be said for meeting and spending time with a broad selection of likely classmates. Unlike a typical open house, these students all got in, and, depending on the school, many or most will probably be there in the fall."

"It's all about the shift in power. Once admitted, you are now in the driver's seat. Ask all the dumb questions you want. No need to feel badly about it. Take up all the time of whomever you choose. You're in control. Total role reversal."

Parents highlighted these aspects of accepted student days as particularly beneficial:

  • Class visits
  • Overnight stay in residence hall
  • Meetings with professors
  • Q&A with students
  • Departmental activities
  • Major-specific tour of facilities
  • Study abroad session
  • Honors program session

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Given the time and money families must commit in attending an accepted student event, the invitation should clearly convey what distinguishes it from previous events. In parents' minds, these differentiating factors include the ability to focus on "fit" from the perspective of the chooser rather than as someone asking to be chosen, as well as the opportunity for their sons and daughters to form the start of their first-year network of friends.

Colleges and universities can reinforce these messages throughout the communication flow. For example, e-mail reminders about financial aid deadlines can be leveraged by including "sneak peek" information about what families can expect at accepted student events, along with "good news" items and "student spotlights" that highlight achievement or enable prospective students to picture themselves on campus.

The accepted student events topic is but one of the discussion threads on College Confidential, which itself is but one of the online forums out there. Monitoring these platforms can provide valuable insights into your audiences' preferences.

In the News: Framing Higher Education in a Hexagon of Criticism

The March 29, 2007, issue of The New York Review of Books examines six recently published books under the heading "Scandals of Higher Education." Among them, the books address the scarcity of low-income students at America's selective colleges and how "our colleges and universities are following rather than resisting the national trend toward a widening disparity between rich and poor."

Did You Know?

A survey of more than 1,000 teenagers (13- to 18-year-olds) found that 16 percent never use landline telephones. Only 14 percent never use cell phones, and a scant 6 percent never use e-mail.

Source: Harris Interactive (.pdf)

Is your school communicating with messages that address what prospective students and their families want to know? To find out more about monitoring online discussions, or to have The Lawlor Group conduct an audit of your institution's communications plan, please contact us by e-mailing tlg@thelawlorgroup.com or calling 1.800.972.4345.

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