amg higher education marketing whitepaper



Advance Education surveyed more than 1,000 high school students on how they gather information on colleges. To better understand the perspective of high school students about communication from colleges, we surveyed students to get timely answers to questions most relevant to enrollment professionals in a changing media environment to support your campaigns and tell the story of your brand. 

Let’s get to the questions & answers from our survey.


amg higher education marketing whitepaper student survey
amg higher education marketing whitepaper

When choosing a college, what’s most important to you?

Responses show the #1 factor that influences a student to choose a college is whether the college offers the major the student wishes to pursue. This highlights the need for college marketers to align (and promote!) content highlighting the degree paths most popular with their school. Having an accurate, user-friendly website that is easy to navigate will keep students engaged.

Total cost is the second most important factor students consider when choosing a school, so make sure tuition rates and scholarship information are not hidden away. This info needs to be front and center on your website. Cost is a close second to prospective students, so having transparency in cost, financing options, and prominently displayed scholarship information can help students understand the financial investment.

With enrollment trends constantly shifting, it’s important to keep best practices top-of-mind to keep enrollment at optimal levels for the changing circumstances. Exploring and expanding methods of reaching potential students works simultaneously with the recruiting process, but it’s important to consider coordination with school counselors and parents to influence students to choose your school. Students want to lead the research process, so it’s imperative your school’s website is up-to-date, easy to navigate and keeps students engaged.

Check out our insights page for great blog content to help support your marketing efforts.

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