COLLEGE DECISION DAY
TARG E TI NG S TUD EN TS ’ TO P D EC ISIO N FACTO RS On May 1, College Decision Day in the U.S., students decide which higher education institution is right for them. Learn which factors are most influential on students’ decisions
4%
40%
Decline in national enrollment for first-time college students aged 18-24 from 2016-2018
Students who did not enroll in their first-choice college for cost-related reasons
FACTORS INFLUENCING STUDENTS’ COLLEGE DECISIONS LOCATION
With the average in-state tuition being $15,650 cheaper for state residents than out-of-state students, 77% of students ultimately decide to attend an in-state institution. Other factors influencing students to attend in-state institutions include staying close to family and lower transportation costs.
COST Students are increasingly concerned about the costs of attending college and how to finance their education. Cost can affect whether students decide to enroll in their ideal college—11.5% of incoming freshmen said that not receiving financial aid from their top-choice university would affect their enrollment decision.
TOP QUALITY EDUCATION Students want to attend an institution that can guarantee a top quality education—in a global survey of students, 30% of respondents believed the quality of a university’s teaching was the most important factor in choosing a college.
ENGAGEMENT High school students apply to many colleges—on average, 5.8 institutions. As they sort through college acceptances, how universities communicate with and present information to students can affect their final decision.
TOP 10 STRATEGIES TO INFLUENCE STUDENT COLLEGE DECISIONS
1. 2. 3. 4. 5.
Allocate financial aid strategically to encourage students who are the best fit for your institution to enroll.
Provide attractive financial aid packages and tuition policies to entice more out-of-state students.
Tailor campus visits to match different student profiles and interests.
Collect and present job placement data to show students how alumni have fared post-graduation. Make it easy to find program information and application directions on your website.
6. 7. 8. 9. 10.
Use the most popular social media platforms to reach prospective students.
Let current students post their experiences on Snapchat and Instagram to give prospective students insight into college life.
Text students during recruitment; 77% would prefer texts from colleges rather than emails.
Consider offering “fly-in” programs for out-ofstate students to experience your campus. Consider decreasing your tuition pricing to provide greater access to students.
Sources: Text Messaging Strategies for Student Recruitment That Actually Work; University Websites: Top 10 Design Guidelines; 2018 Social Media, Social Life: Teens Reveal Their Experiences; Georgetown University Strikes Social Media Gold By Letting Students Become Snapchat Storytellers; Why do students go to university and how do they choose which one?; As ‘yield rates’ fluctuate, colleges work to protect reputations; Choosing a college that’s the right fit; 2018 State of College Admission; Current Term Enrollment – Fall 2018; Recommended Number of College Applications per Student; 2018 E-Expectations Trend Report; The Great Out-of-State Migration: Where Students Go; Lowest Out-of-State Tuition. © 2019 Hanover Research HEDIG0119
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