2018 Marketing and
Student Recruitment Report
of Eective Practices
Eective practices for undergraduate recruitment at four-year colleges
and universities, as rated by campus ocials
HIGHER ED
BENCHMARKS
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 2
RUFFALO NOEL LEVITZ
STUDENT SEARCH PRACTICES ............................................................................................................................... 4
Number of high school student names purchased ............................................................................................. 4
Purchased high school names by high school grade level .............................................................................4
Percentage of purchased high school student names that
receive direct mail (“snail mail”) ................................................................................................................................. 5
Preferred methods for first and subsequent contacts with
high school purchased names .......................................................................................................................6-7
FIRST CONTACT SOURCE .........................................................................................................................................8
TOP FIVE MOST EFFECTIVE OUTREACH STRATEGIES AND TACTICS
FOR RECRUITMENT/MARKETING ..........................................................................................................................9
HISPANIC STUDENT RECRUITMENT .................................................................................................................... 10
ADVERTISING STRATEGIES: EFFECTIVENESS, USAGE, AND COMPARISON TO 2016 DATA .....10-11
Social media usage ...............................................................................................................................................11
OUTREACH STRATEGIES FOR HIGH SCHOOL COUNSELORS ............................................................... 12-13
ADMISSIONS EVENTS: TOP FIVE PRACTICES ...................................................................................................13
MANAGEMENT PRACTICES FOR MARKETING AND RECRUITMENT OPERATIONS ............................ 14
BUDGET INVESTMENT AREAS ..............................................................................................................................15
APPENDIX | COMPLETE FINDINGS ..................................................................................................................... 16
METHODOLOGY AND PARTICIPANTS .......................................................................................................... 30-31
TABLE OF CONTENTS
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 3
RUFFALO NOEL LEVITZ
What is the competition doing? How is technology changing things? And where are the
gaps in today’s outreach?
To explore these questions, undergraduate ocials from a broad cross-section of colleges and universities
participated in a spring 2018 poll to produce the 2018 Marketing and Student Recruitment Report of Eective
Practices from Rualo Noel Levitz.
Highlights from the study:
• Digital advertising was popular in 2018 for both first contact with prospective students and for follow-up
contact with non-responders.
• Approximately one in five private respondents to the poll and four out of 10 public respondents were not
using text messaging. These institutions should give students the opportunity to provide cell numbers and
opt in.
• Campus visit events for high school counselors were rated eective by 100 percent of public respondents
and by 94 percent of private respondents, yet only 69 percent of privates and 81 percent of publics reported
using them.
• Recruiting opportunity: Many public institution respondents were not oering academic-division-hosted
programs, which were rated highly eective.
• Another recruiting opportunity: Seven of every 10 respondents, public and private, did not have specific
strategies for recruiting Hispanic students.
Notable dierences are included from parallel RNL reports released in 2016-17.
WHAT’S WORKING IN HIGHER ED MARKETING AND STUDENT RECRUITMENT?
The enrollment strategists at Rualo Noel Levitz have helped four-year public and
private institutions use their resources more eectively to meet their enrollment
goals—growing enrollment, shaping enrollment, recruiting for specific majors,
breaking into new markets, to name just a few. As you look at these benchmarks
and wonder how to translate them into strategic action, ask for a consultation.
• Visit RualoNL.com/Consultation
• Call 800.876.1117 and ask to speak with our enrollment strategists
HOW DO YOU TURN BENCHMARKS INTO STRATEGY?
ASK OUR ENROLLMENT EXPERTS.
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 4
RUFFALO NOEL LEVITZ
STUDENT SEARCH PRACTICES
Purchased high school names
by high school grade level
Approximate number of high school student
names purchased for marketing campaigns
to generate inquiries and applicants
FOUR-YEAR PRIVATE INSTITUTIONS
26%
36%
14%
11%
4%
4%
4%
<50,000
50,000-100,000
100,001-125,000
125,001-150,000
150,001-200,000
200,001-350,000
>350,000
NAMES PURCHASED
FOUR-YEAR PUBLIC INSTITUTIONS
6%
6%
2%
2%
15%
43%
26%
FOUR-YEAR PRIVATE INSTITUTIONS
60%
93%
91%
4%
FOUR-YEAR PUBLIC INSTITUTIONS
55%
89%
79%
4%
9th grade or earlier
10th grade
11th grade
12th grade
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 5
RUFFALO NOEL LEVITZ
How many purchased names receive direct mail?
TAKEAWAY
• These results reinforce that each institution has unique needs and goals when deciding how many names to purchase.
The key is that name purchases should always be informed by analytics and modeling so your campus identifies key
opportunities and optimizes your purchases.
• Direct mail remains a popular choice, yet more students have preferred email for their first contact for the past
eight years.
1
• Many campuses (40–45 percent) did not target sophomores, a potentially wasted opportunity to begin engaging pro-
spective students earlier.
START EARLY ON BUILDING DEMAND
Many campuses are losing out on an opportunity to start building relationships with sophomores and even
freshmen. The availability of student records for purchase may diminish in earlier high school years, but the
opportunities to reach students when they are receiving less marketing trac can provide more attention for
your brand. Think about ways to get students to identify early and learn more about your campus, such as:
• Location-based digital advertising
• Paid interactive marketing that promotes your academic oerings
• Special advertising that specifically targets sophomores or freshmen
Four-Year
Private
Institutions
Four-Year
Public
Institutions
1
Data from RNL’s Perceptions report series from 2011-2017.
Under 25% received direct mail
51%-75% received direct mail
100% received
direct mail
26%-50%
received
direct mail
27% 32%
20% 28%
31% 28%
21%
13%
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 6
RUFFALO NOEL LEVITZ
Preferred methods for making first contact with high school purchased names
Respondents were instructed to “check all that apply” regarding the contact methods listed below.
The results from the 2018 survey are also compared to the 2016 study.
* In 2016, digital advertising was not listed as an option for first and subsequent contacts with high school purchased names.
2018 2016
2018 2016
Email message
81%.........57%
Digital advertising
30%.........NA*
Text message
1%.........0%
Letter
29%.........19%
Outbound phone call to
all or a selected subset
19%.........20%
Viewbook
14%.........6%
Digital advertising
38%.........NA*
Self-mailer brochure
or postcard
53%.........30%
Letter
19%.........16%
FOUR-YEAR PRIVATE INSTITUTIONS
FOUR-YEAR PUBLIC INSTITUTIONS
Email message
74%.........71%
Text message
0%.........6%
Outbound phone call to
all or a selected subset
19%.........22%
Email message with link
to a personalized URL
37%.........37%
Email message with link
to a personalized URL
30%.........33%
Viewbook
21%.........10%
Self-mailer brochure
or postcard
47%.........37%
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 7
RUFFALO NOEL LEVITZ
Preferred methods for making subsequent contact with non-responding high school purchased names
(Respondents were instructed to “check all that apply”)
2
Rualo Noel Levitz (2016). 2016 marketing and student recruitment practices benchmark report for four-year colleges and universities. Cedar Rapids,
Iowa: Rualo Noel Levitz.
* In 2016, digital advertising was not listed as an option for first and subsequent contacts with high school purchased names.  
TAKEAWAY
Digital advertising was popular in 2018 for both first contact and for follow-up contact with
non-responders. Institutions should consider expanding its use as a way to reach students through
web pages, social media, paid interactive marketing, and other digital assets they use every day.
Self-mailers have now overtaken letters for print outreach to non-responders and have gained ground
as a method for first contact. Consider testing the self-mailer format—but also keep in mind that only
30-34 percent of high school students have actually preferred direct mail for the first contact for the
past eight years.
2
(For context, 48 to 50 percent of high school students have preferred email for the
first contact and most of the rest have preferred a phone call.)
Digital advertising
40%.........NA*
Letter
32%.........22%
FOUR-YEAR PUBLIC INSTITUTIONS
Email message
83%.........74%
Text message
23%.........8%
Outbound phone call to
all or a selected subset
30%.........27%
Email message with link
to a personalized URL
28%.........16%
Viewbook
23%.........18%
Self-mailer brochure
or postcard
43%.........18%
FOUR-YEAR PRIVATE INSTITUTIONS
Digital advertising
50%.........NA*
Letter
27%.........17%
Email message
83%.........78%
Text message
20%.........8%
Outbound phone call to
all or a selected subset
44%.........28%
Email message with link
to a personalized URL
31%.........36%
Viewbook
24%.........10%
Self-mailer brochure
or postcard
36%.........19%
2018 2016
2018 2016
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 8
RUFFALO NOEL LEVITZ
FIRST CONTACT SOURCE
First contacts: actual sources of inquiries and enrollees vs. budget
Respondents were asked to provide their approximate percentage of sources for their inquiries and enrolled
students from a list of 10 sources.
In addition, we have compared these responses to results from another RNL report that asked enrollment
managers how they allocated their budget to specific marketing and recruitment activities.
3
3
Rualo Noel Levitz (2018). 2018 cost of recruiting an undergraduate student report. Cedar Rapids, IA: Rualo Noel Levitz, p.9.
* The budget for these areas was not polled in the cost of recruiting study.
TAKEAWAY
Public and private institutions spend approximately one-quarter of their budgets on traditional advertising, but only at-
tribute a very small number of first contacts to that source. While that advertising can drive branding and awareness, this
highlights the need for institutions to closely examine their budgets and be sure they are optimizing their spending
on areas that will have the greatest impact on enrollment results.
Be aware that paid online ads and traditional advertising may be driving awareness even when they are not attributable
as a first-contact source.
Any source coded as a referral from a group or person such as an athletic referral, guidance counselor referral,
alumni referral, etc.
Any source coming via web including emails, info request forms, visit request forms, social media sites,
web-lead-generating activities, etc.
Phone call, email, or snail mail request
Individual visit, group visit, open house, or tour
Billboards, newspapers, TV, radio, magazines, or other “traditional advertising”
Anything else
Referral
Website/web form
Self-Initiated
Campus visit
Traditional advertising
Other
DEFINITIONS
Purchased names
Travel to high schools and
college fairs
Application as first contact
Campus visit
Website/web form
Student self-initiated inquiry
(call, email, snail mail, etc.)
Test score
Referral
Traditional advertising
Paid online ad
Other source
Application as first contact
Campus visit
Travel to high schools
and college fairs
Purchased name
Test score
Website/web form
Student self-initiated inquiry
(call, email, snail mail, etc.)
Paid online ad
Referral
Traditional advertising
Other source
32%
17%
8%
7%
9%
7%
5%
3%
4%
2%
8%
12%
9%
19%
26%
10%
7%
5%
3%
3%
1%
5%
18%
18%
14%
14%
9%
9%
4%
4%
1%
1%
8%
19%
17%
16%
14%
10%
7%
4%
3%
2%
1%
6%
16%
16%
NA*
12%
4%
NA*
NA*
NA*
25%
16%
12%
NA*
15%
18%
14%
NA*
3%
NA*
10%
NA*
24%
16%
FOUR-YEAR
PRIVATE INSTITUTIONS
INQUIRIES INQUIRIESENROLLED ENROLLEDBUDGET BUDGET
FOUR-YEAR
PUBLIC INSTITUTIONS
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 9
RUFFALO NOEL LEVITZ
TOP FIVE MOST EFFECTIVE OUTREACH STRATEGIES AND TACTICS FOR
RECRUITMENT/MARKETING
Of 15 items measured, the top five most eective outreach practices are listed below along with the percentage
of institutions using these practices.
*
(For complete findings, see page 21 of the Appendix.)
*Percentages indicate the proportion of respondents who rated the item either “somewhat eective” or “very eective” as opposed to “somewhat
ineective,” “not eective at all,” or “practice not used.”
TAKEAWAY
Many institutions missing an opportunity with text messaging. Despite text messaging receiving very high ratings for
eectiveness from enrollment managers, one out of five private institutions and 40 percent of public campuses did not
use text messaging. Institutions should consider incorporating a communications technique that is both rated highly by
their peers and used universally by students.
4.02
4.05
3.73
3.27
3.14
2.99
3.03
3.31
4.16
3.9
3.73
3.49
3.49
3.46
3.37
3.33
The website for a school
Calculator results
Email from a school
Printed brochures about the school
Phone calls from admissions counselors
College planning website entries for
specific schools
Texts from admissions counselors
Videos
RESOURCE SENIORS JUNIORS
WHAT DO STUDENTS
SAY ARE THE MOST
INFLUENTIAL RESOURCES?
Our 2018 E-Expectations
®
research on college-bound
students asked which
resources most influenced
their decision to enroll (scale
of 1-5, with 5 being the most
influential). Here were their
top answers.
98% 97%
97% 96%
94% 95%
93% 95%
89% 93%
81% 83%
90% 60%
89% 91%
100% 91%
100% 98%
Text
messaging
Mobile-
responsive
website
Videos
embedded
on website
Email
communications
Publications (student
marketing search
pieces, viewbook, etc.)
Videos
embedded
on website
Text
messaging
Mobile-
responsive
website
Digital
advertising
Publications (student
marketing search
pieces, viewbook, etc.)
FOUR-YEAR PRIVATE INSTITUTIONS FOUR-YEAR PUBLIC INSTITUTIONS
Using
Eective
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 10
RUFFALO NOEL LEVITZ
EIGHT ADVERTISING STRATEGIES: EFFECTIVENESS, USAGE, AND
COMPARISON WITH USAGE IN 2016
Respondents rated the eectiveness and usage of eight advertising strategies in 2018.
TAKEAWAY
Spend advertising dollars where they will be most eective and accountable. Outdoor advertising,
radio, and print media ads all had higher usage than eectiveness, according to respondents. Clearly
enrollment managers and campus marketers are questioning the eectiveness and ROI of these
eorts, but have not proportionally shifted their use of these often expensive advertising activities.
HISPANIC STUDENT RECRUITMENT
With Hispanic enrollment on the rise, how many campuses have
specific strategies for recruiting these students?
Hispanic recruiting opportunity: Seven of every 10 respondents did not have specific strategies for recruiting Hispanic
students. Given the increases expected in Hispanic students, especially among first-generation students, it increasingly
makes sense to deploy strategies to not just engage Hispanic students but also their parents who may not have gone to
college and who may not be native English speakers.
Yes, our oce currently
has specific strategies
for recruiting
Hispanic students.
30% 30%
No, we don’t have specific
strategies, but we are currently
studying strategies to recruit
Hispanic students.
26% 38%
No, we are not
currently considering
specific strategies
for this market.
44% 32%
91%
91%
90%
89%
89%
87%
85%
86%
61% 65%
50%
64%
48%
64%
46%
53%
91%
71%
87%
84%
81%
67%
74%
78%
40% 87%
69%
62%
66%
48%
84%
67%
Online
display
advertising
Pay-per-click ads
on Facebook or other
social media sites
Re-targeted ads that
appear on other websites
after students visit your
campus website
Pay-per-click keywords
and ads on search sites like
Google, Bing, or Yahoo
Television
ads
Billboard, bus,
or other outdoor
advertising
Radio
ads
Print media
ads
Re-targeted ads that
appear on other websites
after students visit your
campus website
Online
display
advertising
Pay-per-click keywords
and ads on search sites like
Google, Bing, or Yahoo
Pay-per-click ads
on Facebook or other
social media sites
Print media
ads
Billboard, bus,
or other outdoor
advertising
Television
ads
Radio
ads
FOUR-YEAR PRIVATE INSTITUTIONS FOUR-YEAR PUBLIC INSTITUTIONS
Eective
Using
Private
institutions
Public
institutions
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 11
RUFFALO NOEL LEVITZ
SOCIAL MEDIA
Institutions also said which social media accounts they use for marketing
and recruitment. (Comparison to 2016 results included.)
How has usage changed in recent years? Here are the 2018 results compared to those from RNL’s 2016 study.
TAKEAWAY
Invest in mediums with measurable ROI. Digital advertising such as online display ads,
pay-per-click, and re-targeting ads have all increased significantly since 2016. These are sound
mediums to invest in as they provide precise metrics and allow campuses to accurately assess ROI.
TAKEAWAY
Prioritize Instagram over Snapchat.
According to our latest E-Expectations
survey of college-bound high school
students, Instagram and Snapchat
are the most popular social media
channels. However, those students
found Instagram much more
useful for researching colleges.
Keep an eye on Facebook trends.
The same E-Expectations survey
showed a decline in Facebook use,
which could be tied to the company’s
recent troubles in the news. It
remains one of the best social media
channels for recruitment, but keep
in mind this may be a shifting trend.
91%
87%
87%
84%
84% 78%
81%
71%
74%
67%
69%
67%
66%
62%
40%
48%
86%
87%
74%
70%
92% 57%
62%
43%
71%
65%
56%
52%
72%
76%
40%
48%
Online display
advertising
Pay-per-click ads on
Facebook or other
social media sites
Print media
ads
Re-targeted ads that
appear on other websites
after students visit your
campus website
Pay-per-click keywords
and ads on search sites like
Google, Bing, or Yahoo
Billboard, bus,
or other outdoor
advertising
Radio
ads
Television
ads
Print media
ads
Online display
advertising
Pay-per-click ads
on Facebook or other
social media sites
Re-targeted ads that
appear on other websites
after students visit your
campus website
Radio
ads
Pay-per-click keywords
and ads on search sites like
Google, Bing, or Yahoo
Billboard, bus,
or other outdoor
advertising
Television
ads
FOUR-YEAR PRIVATE INSTITUTIONS:
2018 USAGE VS. 2016 USAGE
FOUR-YEAR PUBLIC INSTITUTIONS:
2018 USAGE VS. 2016 USAGE
2018 usage
2016 usage
Instagram
Facebook
Twitter
YouTube
Snapchat
LinkedIn
Pinterest
Vimeo
Google+
Periscope
94%
93%
89%
83%
54%
41%
17%
16%
14%
7%
86%
99%
90%
77%
39%
37%
14%
11%
9%
NA
Facebook “f” Logo CMYK / .eps Facebook “f” Logo CMYK / .eps
FOUR-YEAR
PRIVATE
2018
USAGE
2016
USAGE
Facebook
Twitter
Instagram
YouTube
Snapchat
LinkedIn
Vimeo
Pinterest
Google+
Periscope
94%
87%
79%
72%
49%
26%
13%
6%
4%
4%
97%
95%
78%
77%
39%
37%
8%
20%
7%
NA
Facebook “f” Logo CMYK / .eps Facebook “f” Logo CMYK / .eps
2018
USAGE
2016
USAGE
FOUR-YEAR
PUBLIC
DISCOVER THE STUDENT’S PERSPECTIVE IN THE 2018 E-EXPECTATIONS REPORT
Download it at RualoNL.com/Expectations
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 12
RUFFALO NOEL LEVITZ
10 OUTREACH STRATEGIES FOR HIGH SCHOOL COUNSELORS:
EFFECTIVENESS AND USAGE
Counselors’ top-
preferred sources
of information
In a separate RNL study,
counselors were asked to
indicate their “four most
useful and practical sources
of information…to stay up to
date when helping students
search for the right college.”
4
94% 100%
94% 97%
94% 96%
91% 95%
90% 92%
83% 82%
78% 75%
69% 75%
68% 69%
60% 50%
93% 81%
71% 79%
69% 96%
67% 85%
87% 53%
59% 96%
70% 60%
41% 43%
53% 77%
14% 9%
Meeting with high
school counselors
one-on-one
High school counselors’
breakfasts and/or
meetings on campus
Campus visit events
designed for high
school counselors
Meetings or events
for high school
counselors
Email communication
to high school
counselors
Calling high
school counselors
after visits
Direct mail to
high school
counselors
Newsletter
delivered
by email
High school
counselor area
on website
Texting
high school
counselors
Campus visit events
designed for high school
counselors
High school counselors’
breakfasts and/or
meetings on campus
Meeting with high
school counselors
one-on-one
Meetings or events
for high school
counselors
Calling high
school counselors
after visits
Email communication
to high school
counselors
High school
counselor area
on website
Newsletter
delivered
by email
Direct mail to
high school
counselors
Texting
high school
counselors
FOUR-YEAR PRIVATE INSTITUTIONS FOUR-YEAR PUBLIC INSTITUTIONS
RATED USEFUL BY COUNSELORS
87%
75%
50%
43%
36%
34%
16%
15%
8%
7%
6%
College/university websites
College and university representatives who visit our school
College planning websites
My own visits to a college or university
Contacting the college or university by phone with specific questions
Google and other search engines
Printed college guides
Direct mail colleges and universities send
College viewbooks
Catalogues sent by the colleges or universities
Social networking sites
Using
Eective
4
Rualo Noel Levitz (2017). 6 facts about growing enrollment referrals from high school counselors. Cedar Rapids, Iowa: Rualo Noel Levitz.
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 13
RUFFALO NOEL LEVITZ
TOP FIVE ADMISSIONS EVENTS: EFFECTIVENESS AND USAGE
Of 12 items measured, the following are the top five most eective admissions events and their frequency of
use (“2018 usage”). (For complete findings, see page 23 of the Appendix)
TAKEAWAY
Align high school counselor outreach with activities counselors value. In comparing the responses from enrollment
managers with the data about what high school counselors value, there are some clear disconnects. Only 50-60 percent
of institutions said that they had a section of the website for high school counselors, yet high school counselors
overwhelmingly rated college websites as the most useful resource. Similarly, 69 percent of public institutions and 78
percent of private institutions rated direct mail sent to counselors as eective, but direct mail was only rated useful by
15 percent of counselors.
99%
100%
99%
98%
97%
98%
96%
97%
93%
96%
96%
36%
93%
94%
83%
81%
70%
81%
43%
98%
Campus visit
days for high
school students
Campus
open house
events
Special interest
workshops, seminars,
or camps (music,
sports, science, etc.)
Overnight campus
visits and group campus
visits by academic
division or program
College-paid trips
to campus for
prospective students
Overnight campus
visits and group campus
visits by academic
division or program
Campus
open house
events
Weekend visit
days
O-campus group
meetings for
prospective students
and/or their parents
Campus visit
days for high
school students
FOUR-YEAR PRIVATE INSTITUTIONS FOUR-YEAR PUBLIC INSTITUTIONS
Using
Eective
TAKEAWAY
College-paid trips to campus are underultilized, as are overnight campus visits. These special events are likely
targeted to select groups of applicants, admits, or other priority targets such as out-of-state students or students of
low socioeconomic means. Many public institution respondents also reported not oering academic-division-hosted
programs, which were also highly eective. (RNL data show that academic program is the top factor in a student’s
decision to attend an institution.)
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 14
RUFFALO NOEL LEVITZ
MANAGEMENT PRACTICES
Respondents evaluated the following nine operations, systems, and strategies that help them with their
recruitment and marketing programs.
TAKEAWAY
Investigate behavior/engagement scoring with digital tracking. This practice is one of the most underutilized opportunities
from this study. Today’s students do not respond in traditional ways, and many immediately go to an institution’s website
to research on their own. This scoring and web tracking provides campuses with incredibly valuable behavioral insight for
these students that otherwise would be lost.
Focus engagement eorts with statistical modeling. Private institutions and especially public institutions can use
statistical modeling to see which students will best respond to their eorts to influence enrollment. As the competition
for students grows, this enrollment likelihood can save valuable time and resources by prioritizing the students campuses
should target as well as reveal promising prospects who may have been otherwise overlooked.
98% 100%
98%
100%
98% 100%
97%
100%
97%
97%
96%
97%
96%
93%
95%
91%
92%
91%
81% 72%
89%
81%
74% 85%
89%
34%
46%
70%
76%
66%
79%
30%
83%
47%
73%
49%
Search engine optimization
strategies to improve organic
search results
Analytics resources such as
Google Analytics to provide
data for decision making (search
engine optimization, fine-tuning
recruitment/admissions portion of
the website, etc.)
Statistical modeling to predict
the likelihood of a
prospective student enrolling
at your institution
CRM solution for managing
and tracking recruitment
communications, online
applications, etc.
Use of behavioral/
engagement scoring with
digital/web tracking
Admissions tracking to
monitor and predict students’
incremental rates of
movement toward enrollment
Using a statistical, analytical
approach to determine financial aid
award levels by predicting enrollment
rates based on award amounts
(aka “financial aid leveraging”)
Systematically contacting admitted
students to code their level of
interest in enrolling at your
institution (“qualifying admits”)
Systematically contacting inquiries
to code their level of interest
in enrolling at your institution
(“qualifying inquiries”)
Search engine optimization
strategies to improve organic
search results
Analytics resources such as
Google Analytics to provide
data for decision making (search
engine optimization, fine-tuning
recruitment/admissions portion of
the website, etc.)
CRM solution for managing
and tracking recruitment
communications, online
applications, etc.
Using a statistical, analytical
approach to determine financial aid
award levels by predicting enrollment
rates based on award amounts
(aka “financial aid leveraging”)
Systematically contacting admitted
students to code their level of
interest in enrolling at your
institution (“qualifying admits”)
Admissions tracking to
monitor and predict students’
incremental rates of
movement toward enrollment
Use of behavioral/
engagement scoring with
digital/web tracking
Systematically contacting inquiries
to code their level of interest in
enrolling at your institution
(“qualifying inquiries”)
Statistical modeling to predict
the likelihood of a
prospective student enrolling
at your institution
FOUR-YEAR PRIVATE INSTITUTIONS FOUR-YEAR PUBLIC INSTITUTIONS
Using
Eective
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 15
RUFFALO NOEL LEVITZ
BUDGET INVESTMENT AREAS
Respondents ranked 10 areas for future investment. Here are their top four areas:
TAKEAWAY
Web content and design should be prioritized. Campuses are properly placing website content and development at
the top of their budgets. Websites are the bedrock of student search now, and your site needs to have the best user
experience and content you can possibly provide.
Don’t overlook SEO. Related, more and more students are coming to campus sites via search, and often may be landing
on academic program pages or other areas of your site. Be sure you are optimizing your pages to boost your search
results and appealing to students when they arrive.
For context, the other five areas that did not make the top four included text messaging, virtual tours, online
chat, virtual reality video tours, and paid interactive advertising (online advertising).
WEBSITE CONTENT
89%
ranked it in the top four
71%
ranked it in the top two
WEBSITE DESIGN/FUNCTIONALITY
84%
ranked it in the top four
73%
ranked it in the top two
EMAIL COMMUNICATIONS
53%
ranked it in the top four
SOCIAL MEDIA
51%
ranked it in the top four
WEBSITE CONTENT
94%
ranked it in the top four
81%
ranked it in the top two
WEBSITE DESIGN/FUNCTIONALITY
94%
ranked it in the top four
68%
ranked it in the top two
EMAIL COMMUNICATIONS
68%
ranked it in the top four
SEARCH ENGINE OPTIMIZATION
40%
ranked it in the top four
FOUR-YEAR PRIVATE FOUR-YEAR PUBLIC
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 16
RUFFALO NOEL LEVITZ
APPENDIX | 2018 COMPLETE FINDINGS
STUDENT SEARCH PRACTICES
Approximate number of high school student names purchased for use in marketing
campaigns to generate inquiries and applicants
Percentage of the purchased high school student names that received direct mail (“snail mail”)
Purchased high school names by high school grade level
<50,000 26% 43%
50,000-100,000 36% 26%
100,001-125,000 14% 15%
125,001-150,000 11% 2%
150,001-200,000 4% 2%
200,001-350,000 4% 6%
>350,000 4% 6%
<25% 27% 32%
26%-50% 21% 13%
51%-75% 20% 28%
All of them 31% 28%
9th or earlier 4% 4%
10th 60% 55%
11th 93% 89%
12th 91% 79%
FOUR-YEAR PUBLIC
FOUR-YEAR PUBLIC
FOUR-YEAR PUBLIC
FOUR-YEAR PRIVATE
FOUR-YEAR PRIVATE
FOUR-YEAR PRIVATE
Names purchased
Percentage of purchased
names receiving mail
Grade
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 17
RUFFALO NOEL LEVITZ
Preferred methods for making first contact with high school purchased names
(Respondents were instructed to “check all that apply.”)
Preferred methods for making subsequent contact with non-responding high school
purchased names
(Respondents were instructed to “check all that apply.”)
Email message 81%
Email message with link to
a personalized URL
37%
Self-mailer brochure or postcard 53%
Digital advertising 30%
Letter 29%
Outbound phone call to all or
a selected subset
19%
Viewbook 14%
Text message 1%
Email message 83%
Email message with link to
a personalized URL
50%
Self-mailer brochure or postcard 44%
Digital advertising 36%
Letter 31%
Outbound phone call to all or
a selected subset
27%
Viewbook 24%
Text message 20%
Email message 74%
Email message with link to
a personalized URL
30%
Digital advertising 38%
Self-mailer brochure or postcard 47%
Letter 19%
Viewbook 21%
Outbound phone call to all or
a selected subset
19%
Text message 0%
Email message 83%
Email message with link to
a personalized URL
43%
Digital advertising 40%
Self-mailer brochure or postcard 32%
Letter 30%
Viewbook 28%
Outbound phone call to all or
a selected subset
23%
Text message 23%
FOUR-YEAR PRIVATE FOUR-YEAR PUBLIC
FOUR-YEAR PRIVATE FOUR-YEAR PUBLIC
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 18
RUFFALO NOEL LEVITZ
FOUR-YEAR PUBLIC
After the first contact, the number of additional contacts typically made with non-responders
from each of the following four channels before dropping the non-responders
from communications
First contacts: actual sources of inquiries and enrollees
(approximate percentages of respondents’ inquiries and enrolled students that came from each of the 10 sources listed)
FOUR-YEAR PRIVATE INSTITUTIONS
1-5
13% 82% 84% 34%
6-10
43% 11% 9% 34%
11-15
29% 6% 4% 16%
16+
15% 2% 2% 16%
FOUR-YEAR PUBLIC INSTITUTIONS
1-5
36% 91% 96% 59%
6-10
45% 7% 4% 19%
11-15
9% 2% 0% 19%
16+
11% 0% 0% 4%
DIRECT MAIL PHONE CALL
DIGITAL
ADVERTISING
EMAIL
Number of contacts
Purchased names 32% 18%
Travel to high schools and college fair 17% 18%
Application as first contact 8% 14%
Campus visit 7% 14%
Website/web form 9% 9%
Student self-initiated inquiry
(call, email, etc.)
7% 9%
Test score 5% 4%
Referral 3% 4%
Traditional advertising 4% 1%
Paid online ad 2% 1%
Other source 8% 8%
Application as first contact 12% 19%
Campus visit 9% 17%
Travel to high schools and
college fair
19% 16%
Purchased name 26% 14%
Test score 10% 10%
Website/web form 7% 7%
Student self-initiated inquiry
(call, email, snail mail, etc.)
5% 4%
Paid online ad 3% 3%
Referral 3% 2%
Traditional advertising 1% 1%
Other source 5% 6%
FOUR-YEAR PRIVATE
ENROLLEES ENROLLEESINQUIRIES INQUIRIES
Source of first contact Source of first contact
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 19
RUFFALO NOEL LEVITZ
WRITTEN COMMUNICATIONS
Number of written communications a typical prospective student receives from marketing
and recruitment oces by stages
HISPANIC STUDENT RECRUITMENT
Do you have specific strategies for recruiting Hispanic students at the moment?
FOUR-YEAR PRIVATE INSTITUTIONS
25th percentile 6.0 10.0 6.0 10.0 6.0
Median 10.0 15.0 9.0 15.0 10.0
75th percentile 12.0 19.0 18.0 21.5 18.0
FOUR-YEAR PUBLIC INSTITUTIONS
25th percentile
5.0 6.0 5.5 6.5 5.5
Median
7.0 9.0 9.0 12.0 10.0
75th percentile 12.5 18.0 14.5 22.0 14.0
APPLICANT
STAGE
DEPOSIT/
CONFIRMED
STAGE
INQUIRY
STAGE
ADMIT
STAGE
PURCHASED
NAMES/
PROSPECTS
Yes, our oce currently has specific strategies for recruiting
Hispanic students.
30% 30%
No, we don’t have specific strategies for recruiting Hispanic
students, but we are currently studying strategies to recruit
Hispanic students.
26% 38%
No, we don’t have specific strategies for recruiting Hispanic
students, and we are not currently considering specific strategies
for this market.
44% 32%
FOUR-YEAR PUBLICFOUR-YEAR PRIVATE
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 20
RUFFALO NOEL LEVITZ
What recruitment materials or communications do you currently have available specifically
for Hispanic prospective students and their families? (Check all that apply.)
What recruitment materials or communications do you currently have available in
Spanish? (Check all that apply.)
Search emails 9% 15%
Direct mail search pieces 7% 11%
A viewbook for Spanish-speaking families 7% 11%
Campus visits and programs for Hispanic students 21% 32%
Admissions website 16% 17%
Search emails 3% 0%
Direct mail search pieces 9% 11%
Phone calls in Spanish 24% 17%
A viewbook for Spanish-speaking families 0% 0%
Campus visits in Spanish 13% 9%
Website in Spanish 29% 26%
FOUR-YEAR PUBLIC
FOUR-YEAR PUBLIC
FOUR-YEAR PRIVATE
FOUR-YEAR PRIVATE
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 21
RUFFALO NOEL LEVITZ
15 OUTREACH STRATEGIES AND TACTICS FOR RECRUITMENT/MARKETING:
EFFECTIVENESS AND USAGE
FOUR-YEAR PRIVATE INSTITUTIONS
In-person meetings (on and o campus) 100% 99%
Text messaging 98% 81%
Mobile-responsive website 97% 90%
Videos embedded on website 94% 89%
Email communications 93% 100%
Publications (student marketing search pieces, viewbook, etc.) 89% 100%
Social media 88% 99%
Digital advertising 86% 94%
Calling cell phones 82% 94%
Virtual tours 77% 63%
College planning/application-specific apps 72% 56%
Video calls using Skype or similar services 72% 41%
Online chat 67% 26%
Aid/scholarship calculator 61% 96%
Calling land lines 52% 83%
FOUR-YEAR PUBLIC INSTITUTIONS
In-person meetings (on and o campus) 100% 98%
Videos embedded on website 97% 83%
Text messaging 96% 60%
Mobile-responsive website 95% 91%
Digital advertising 95% 91%
Publications (student marketing search pieces, viewbook, etc.) 94% 98%
Email communications 94% 98%
Social media 87% 98%
College planning/application-specific apps 85% 59%
Video calls using Skype or similar services 83% 26%
Calling cell phones 76% 89%
Virtual tours 75% 60%
Online chat 75% 51%
Aid/scholarship calculator 73% 85%
Calling land lines 50% 81%
EFFECTIVE* USING
*Percentages indicate the proportion of respondents who rated the item either “somewhat eective” or “very eective” as opposed
to “somewhat ineective,” “not eective at all,” or “practice not used.”
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 22
RUFFALO NOEL LEVITZ
10 OUTREACH STRATEGIES FOR HIGH SCHOOL COUNSELORS:
EFFECTIVENESS AND USAGE
FOUR-YEAR PRIVATE INSTITUTIONS
Meeting with high school counselors one-on-one 94% 93%
High school counselors’ breakfasts and/or meetings
on campus
94% 71%
Campus visit events designed for high school counselors 94% 69%
Meetings or events for high school counselors 91% 67%
Email communication to high school counselors 90% 87%
Calling high school counselors after visits 83% 59%
Direct mail to high school counselors 78% 70%
Newsletter delivered by email 69% 41%
High school counselor area on website 68% 53%
Texting high school counselors 60% 14%
FOUR-YEAR PUBLIC INSTITUTIONS
Campus visit events designed for high school counselors 100% 81%
High school counselors’ breakfasts and/or meetings
on campus
97% 79%
Meeting with high school counselors one-on-one 96% 96%
Meetings or events for high school counselors 95% 85%
Calling high school counselors after visits 92% 53%
Email communication to high school counselors 82% 96%
High school counselor area on website 75% 60%
Newsletter delivered by email 75% 43%
Direct mail to high school counselors 69% 77%
Texting high school counselors 50% 9%
EFFECTIVE USING
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 23
RUFFALO NOEL LEVITZ
TYPES OF ADMISSIONS EVENTS: EFFECTIVENESS AND USAGE
FOUR-YEAR PRIVATE INSTITUTIONS
Campus open house events 99% 93%
Campus visit days for high school students 99% 96%
Special interest workshops, seminars, or camps
(music, sports, science, etc.)
97% 83%
Overnight campus visits and group campus visits by
academic division or program
96% 70%
O-campus group meetings for prospective students
and/or their parents
93% 80%
College-paid trips to campus for prospective students 93% 43%
Weekend visit days 90% 86%
National or regional college fairs 73% 99%
Podcasts and webinars 42% 34%
Online college fairs 18% 40%
FOUR-YEAR PUBLIC INSTITUTIONS
Overnight campus visits and group campus visits by
academic division or program
100% 36%
Campus open house events 98% 94%
Weekend visit days 98% 81%
O-campus group meetings for prospective students
and/or their parents
97% 81%
Campus visit days for high school students 96% 98%
Special interest workshops, seminars, or camps
(music, sports, science, etc.)
95% 85%
College-paid trips to campus for prospective students 94% 36%
National or regional college fairs 79% 91%
Podcasts and webinars 71% 30%
Online college fairs 23% 55%
EFFECTIVE USING
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 24
RUFFALO NOEL LEVITZ
8 ADVERTISING STRATEGIES: EFFECTIVENESS AND USAGE
FOUR-YEAR PRIVATE INSTITUTIONS
Online display advertising 91% 91%
Pay-per-click ads on Facebook or other social media sites 90% 87%
Re-targeted ads that appear on other websites after
students visit your campus website
89% 81%
Pay-per-click keywords and ads on search sites like
Google, Bing, or Yahoo
85% 74%
Television ads 61% 40%
Billboard, bus, or other outdoor advertising 50% 69%
Radio ads 48% 66%
Print media ads 46% 84%
FOUR-YEAR PUBLIC INSTITUTIONS
Re-targeted ads that appear on other websites after
students visit your campus website
91% 71%
Online display advertising 89% 84%
Pay-per-click keywords and ads on search sites like
Google, Bing, or Yahoo
87% 67%
Pay-per-click ads on Facebook or other social media sites 86% 78%
Print media ads 65% 87%
Billboard, bus, or other outdoor advertising 64% 62%
Television ads 64% 48%
Radio ads 53% 67%
EFFECTIVE USING
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 25
RUFFALO NOEL LEVITZ
10 SOCIAL MEDIA PLATFORMS
14 MANAGEMENT PRACTICES FOR RUNNING RECRUITMENT AND
MARKETING PROGRAMS
Instagram 94%
Facebook 93%
Twitter 89%
YouTube 83%
Snapchat 54%
LinkedIn 41%
Pinterest 17%
Vimeo 16%
Google+ 14%
Periscope 7%
Facebook 94%
Twitter 87%
Instagram 79%
YouTube 72%
Snapchat 49%
LinkedIn 26%
Vimeo 13%
Pinterest 6%
Google+ 4%
Periscope 4%
USING USING
FOUR-YEAR PRIVATE FOUR-YEAR PUBLIC
FOUR-YEAR PRIVATE INSTITUTIONS
Search engine optimization strategies to improve organic
search results
98% 81%
Analytics resources such as Google Analytics to provide data
for decision making (search engine optimization, fine-tuning
recruitment/admissions portion of the website, etc.)
98% 89%
Statistical modeling to predict the likelihood of a
prospective student enrolling at your institution
98% 74%
CRM solution for managing and tracking recruitment
communications, online applications, etc.
97% 89%
Use of behavioral/engagement scoring with digital/
web tracking
97% 46%
Admissions tracking to monitor and predict students’
incremental rates of movement toward enrollment
96% 76%
Using a statistical, analytical approach to determine
financial aid award levels by predicting enrollment rates
based on award amounts (aka “financial aid leveraging”)
96% 79%
Systematically contacting admitted students to code
their level of interest in enrolling at your institution
(“qualifying admits”)
95% 83%
EFFECTIVE USING
PLATFORM PLATFORM
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 26
RUFFALO NOEL LEVITZ
FOUR-YEAR PRIVATE INSTITUTIONS
Systematically contacting inquiries to code their level of
interest in enrolling at your institution (“qualifying inquiries”)
92% 73%
Outsourcing market research (lost applicant analysis, brand
perceptions, pricing analysis, SEO, etc.)
85% 49%
Outsourcing print or electronic campaigns for student search 80% 63%
Outsourcing print or electronic campaigns to generate
applications from the search or inquiry pool
73% 63%
Outsourcing international recruitment 63% 27%
Outsourcing telephone qualification to rate the interest
levels of prospective students by phone
39% 37%
FOUR-YEAR PUBLIC INSTITUTIONS
Search engine optimization strategies to improve organic
search results
100% 72%
Analytics resources such as Google Analytics to provide data
for decision making (search engine optimization, fine-tuning
recruitment/admissions portion of the website, etc.)
100% 81%
CRM solution for managing and tracking recruitment
communications, online applications, etc.
100% 85%
Using a statistical, analytical approach to determine financial
aid award levels by predicting enrollment rates based on
award amounts (aka “financial aid leveraging”)
100% 34%
Systematically contacting admitted students to code
their level of interest in enrolling at your institution
(“qualifying admits”)
97% 70%
Admissions tracking to monitor and predict students’
incremental rates of movement toward enrollment
97% 66%
Outsourcing print or electronic campaigns to generate
applications from the search or inquiry pool
96% 51%
Use of behavioral/engagement scoring with digital/
web tracking
93% 30%
Outsourcing print or electronic campaigns for student search 92% 53%
Systematically contacting inquiries to code their level of
interest in enrolling at your institution (“qualifying inquiries”)
91% 47%
Statistical modeling to predict the likelihood of a
prospective student enrolling at your institution
91% 49%
Outsourcing market research (lost applicant analysis,
brand perceptions, pricing analysis, SEO, etc.)
89% 38%
Outsourcing telephone qualification to rate the interest
levels of prospective students by phone
60% 11%
Outsourcing international recruitment 89% 19%
EFFECTIVE USING
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 27
RUFFALO NOEL LEVITZ
How mass emails are delivered to prospective students
USE OF CELL/MOBILE NUMBERS, EMAIL, AND NET PRICE CALCULATORS
How mobile/cell numbers are used (Check all that apply.)
Notifications of impending deadlines, events, acceptance, etc. 76% 75%
Calls simply to build a relationship between the caller and
the student
81% 64%
Calls from telecounseling call centers 40% 36%
Mass text messages 59% 49%
Individual text messages 79% 38%
We do not collect cell/mobile numbers 0% 2%
We use a campus-based system such as Outlook
to send mass emails
19% 17%
We use a campus-based CRM (Customer Relationship
Management) system to send mass emails
69% 83%
We use a third-party vendor to send mass emails 46% 23%
We use another approach to deliver mass emails to
prospective students
3% 2%
FOUR-YEAR PUBLIC
FOUR-YEAR PUBLIC
FOUR-YEAR PRIVATE
FOUR-YEAR PRIVATE
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 28
RUFFALO NOEL LEVITZ
Percentage of students who complete the institution’s net price calculator after starting it
Who provided the institution’s net price calculator?
Does admissions oce collect contact information for parents at the inquiry stage?
Yes, email address 63% 55%
Yes, mobile phone numbers 49% 32%
Yes, mailing address 53% 36%
No, we do not collect any contact information for
parents at the inquiry stage
34% 45%
The federal government 13% 26%
The institution 24% 30%
Outside vendor 61% 43%
25th percentile 12.8 20.0
Median 30.0 33.0
75th percentile 50.3 50.0
FOUR-YEAR PUBLIC
FOUR-YEAR PUBLIC
FOUR-YEAR PUBLIC
FOUR-YEAR PRIVATE
FOUR-YEAR PRIVATE
FOUR-YEAR PRIVATE
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 29
RUFFALO NOEL LEVITZ
10 AREAS FOR FUTURE BUDGET INVESTMENT
FOUR-YEAR PUBLICFOUR-YEAR PRIVATE
WEBSITE CONTENT
89%
ranked it in the top four
71%
ranked it in the top two
WEBSITE DESIGN/FUNCTIONALITY
84%
ranked it in the top four
73%
ranked it in the top two
EMAIL COMMUNICATIONS
53%
ranked it in the top four
SOCIAL MEDIA
51%
ranked it in the top four
SEARCH ENGINE OPTIMIZATION
46%
ranked it in top four
TEXT MESSAGING
33%
ranked it in top four
PAID INTERACTIVE ADVERTISING
(ONLINE ADVERTISING)
20%
ranked it in top four
VIRTUAL REALITY VIDEOS TOURS
6%
ranked it in top four
ONLINE CHAT
4%
ranked it in top four
VIRTUAL TOURS
3%
ranked it in top four
WEBSITE CONTENT
94%
ranked it in the top four
81%
ranked it in the top two
WEBSITE DESIGN/FUNCTIONALITY
94%
ranked it in the top four
68%
ranked it in the top two
EMAIL COMMUNICATIONS
68%
ranked it in the top four
SEARCH ENGINE OPTIMIZATION
40%
ranked it in the top four
TEXT MESSAGING
34%
ranked it in the top four
SOCIAL MEDIA
28%
ranked it in top four
VIRTUAL TOURS
19%
ranked it in the top four
PAID INTERACTIVE ADVERTISING
(ONLINE ADVERTISING)
17%
ranked it in top four
VIRTUAL REALITY VIDEOS TOURS
6%
ranked it in the top four
ONLINE CHAT
0%
ranked it in the top four
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 30
RUFFALO NOEL LEVITZ
The enrollment strategists at Rualo Noel Levitz have helped four-year public and
private institutions use their resources more eectively to meet these enrollment
goals—growing enrollment, shaping enrollment, recruiting for specific majors,
breaking into new markets, to name just a few. As you look at these benchmarks and
wonder how to translate them into strategic action, ask for a consultation.
• Visit RualoNL.com/Consultation
• Call 800.876.1117 and ask to speak with our enrollment strategists
HOW DO YOU TURN BENCHMARKS INTO STRATEGY?
ASK OUR ENROLLMENT EXPERTS.
ABOUT THE PARTICIPANTS AND METHODOLOGY
Data in this report reflect responses from 115 nonprofit four-year
colleges and universities. Respondents participated in the Rualo
Noel Levitz national electronic poll of undergraduate practices for
marketing and student recruitment in the spring of 2018. The poll was
emailed to enrollment and admissions ocers at accredited, degree-
granting institutions across the United States. Respondents to the
poll included 70 four-year private institutions and 45 four-year public
institutions.
Standard descriptive statistics (such as sample means) were used to analyze the results of the poll for central
tendency and variation. Due to the relatively small sample size, the results should be read as indicators.
To report the findings as accurately as possible, the rankings of eectiveness were based only on the
relative eectiveness options that were given to respondents: “eective” (responses of “very eective”
or “somewhat eective”), “somewhat ineective,” and “not eective at all.” This approach of excluding
“practice not used,” allowed promising, less-frequently-used practices to be included.
© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 31
RUFFALO NOEL LEVITZ
FOUR-YEAR PRIVATE
INSTITUTIONS
Augusta University
Austin College
Bradley University
Carthage College
Centenary University
Christian Brothers University
Colby-Sawyer College
College of Menominee Nation
College of Saint Scholastica, The
Converse College
Dallas Baptist University
DePauw University
Dordt College
Elmhurst College
Finlandia University
Freed-Hardeman University
Fresno Pacific University
Friends University
Goshen College
Grace College and
Theological Seminary
Guilford College
Houghton College
Houston Baptist University
John Brown University
John Carroll University
Kettering College
Keystone College
Lakeland University
Lincoln College
Lipscomb University
Manchester University
Marist College
Marymount Manhattan College
Miles College
Milwaukee School of Engineering
Mount Aloysius College
Mount Ida College
Mount Vernon Nazarene University
Muhlenberg College
Newbury College
North Carolina Wesleyan College
North Central University
Northwest University
Occidental College
Oklahoma Baptist University
Oral Roberts University
Otterbein University
Pace University-New York
Piedmont College
Resurrection University
Robert Morris University
Rocky Mountain College
Rosalind Franklin University of
Medicine and Science
Saint Joseph’s College
Seattle University
Southern Adventist University
Springfield College
St. Louis College of Pharmacy
St. Mary’s University
Thiel College
Trinity Christian College
Tusculum College
University of Evansville
University of Richmond
Ursuline College
Utica College
Washington & Jeerson College
Wisconsin Lutheran College
York College Pennsylvania
FOUR-YEAR PUBLIC
INSTITUTIONS
Adams State University
Bellingham Technical College
Boise State University
Bualo State College
Clarion University of Pennsylvania
Colorado State University-
Fort Collins
Colorado State University-Pueblo
East Stroudsburg University
of Pennsylvania
Florida International University
James Madison University
Maine Maritime Academy
Miami University-Oxford
Michigan Technological University
Minnesota State University
Moorhead
Missouri State University-
Springfield
Montana Tech of the University
of Montana
New Jersey Institute of Technology
North Dakota State University-
Main Campus
Ohio University-Main Campus
Oklahoma Baptist University
Pennsylvania State University-
Penn State Lehigh Valley
Peru State College
Sam Houston State University
San Diego State University
Shawnee State University
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© 2018 Rualo Noel Levitz | 2018 Marketing and Student Recruitment Report of Eective Practices 32
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Rualo Noel Levitz (2018). 2018 marketing and student recruitment report of eective practices. Cedar Rapids, IA: Rualo Noel Levitz.
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