How Universities Can Increase Enrollment by Advertising Internships: The "Message" and the "Medium"
Document Type
Article
Publication Title
College and University
Abstract
This study investigates how universities can increase enrollment by advertising internships to prospective students during the college search process. The primary reason students earn a college degree is to secure a good-quality career with earning potential. Internships--the single most important credential for recent graduates--are the key selling point for postsecondary institutions in gaining the attention of prospective students. Using the qualitative research method of focus group interviewing, this study reveals that college seekers pay attention to higher education advertisements that speak with them not at them. Prospective students most often cite social media, streaming television, direct mail, the Internet, and classroom visits as the most important "touch points." These findings will guide admissions and recruitment officers as they strive to communicate and connect with--and convince--graduating high school students to move from the college search to the college choice phase.
Publication Date
2015
Recommended Citation
Tucciarone, Kristy, "How Universities Can Increase Enrollment by Advertising Internships: The "Message" and the "Medium"" (2015). Faculty Scholarship. 769.
https://digitalcommons.lindenwood.edu/faculty-research-papers/769