News Feed Item

Millennials Splinter on Where to Attend College Based on Demographic Differences, According to New Research

"DIY"-Enabled Survey Gives Higher Education Insights that Could Affect Future Efforts to Woo High School Seniors

CHICAGO, Aug. 19, 2014 /PRNewswire/ -- Millennials who grew up as unwitting subjects of niche marketing and narrow-casting are taking the lessons they've learned since childhood to the college selection process.

A new national survey of college students presents some surprising results. African-American males were less influenced by financial aid/scholarship awards than white females were. And Hispanic males were much more inclined to pick a school based on where a friend is going than Hispanic females were.

Students of color across the country reported that college fairs and emails from the admissions offices were key information sources. Simultaneously, those sources didn't even rank for white students.

Surveyed students from the South, who will be sophomores this fall, cared more about "appealing college traditions" than did New England students, who were more focused on "international/global experiences."

The findings are mined from an online research visualization tool loaded-up with data from Lipman Hearne's newest study, The Super Investigator Goes to College, which captures the responses of more than 2,300 students across the U.S. The results are available without cost, and any user can "order up" their own queries by selecting their own parameters (such as type of institution and college setting) to examine the exact insights they want about these students.

Female students with high SATs and ACTs said nearly all of their top attributes, when looking for a college, related to academics. Meanwhile, male students with lower SAT scores said "appealing campus traditions" and Division I athletics were attributes they desired.

Lipman Hearne, a leading national marketing and communications firm serving higher education organizations, partnered with college search website Cappex.com to survey its users. Cappex users make up 25 percent of the U.S. college-bound population.

The majority of students had enrolled at their first choice (58 percent). Among these students, reputation and a "sense of community" were more likely to be important factors. For students not enrolling at their top choice, financial aid was more frequently cited as a decision driver.

"In this time of tight budgets and increased pressure on institutions to better understand students, this is a valuable tool," says John Pyle, Ed.D., vice president for enrollment, marketing and strategic initiatives, Saint Mary's University of Minnesota. "The research gives enrollment managers and marketers a launching off point for further exploration as to why groups are influenced."

"Where a student chooses to attend college is highly personal, and many cultural norms play out in the process. The key for higher ed enrollment management and marketing professionals is to know how to customize messages about their institution to specific student segments and choose the best channels for reaching them in a way that appeals to each grouping, while telling a consistent and appealing brand story," says Tom Abrahamson, chairman, Lipman Hearne.

Because respondents to this survey were college freshmen who had settled into their chosen college, it differs from most studies that examine factors in college choice prior to enrollment.  Thus, it gathered reflections on their overall experience in choosing a college after they crossed the finish line. For example, the study asked these new freshmen how accurate colleges' assertions were in their marketing communications.

Among the many areas measured in the multivariate model were preference for institution of enrollment, initial awareness and preference (when college search began), number of deposits submitted and distance of enrollment institution from home. In the end, the model was driven, in large part, by initial awareness and preference. Compared to the national statistics, the survey respondents were more likely to enroll at residential-dominated, research and private institutions and less likely to enroll at commuter, associations-granting and public institutions.

Based on the study, among the 84 information sources included in the survey, admissions-generated content (e.g., admissions packet, admissions web page, admissions letter) provided the most persuasive information about a topic of keen interest to the student. Simulated experiences, such as taking an online class, touring the campus and reading a course description, were among second-tier information sources.

About Lipman Hearne
Lipman Hearne is the nation's leading marketing and communications firm serving higher education organizations. For nearly 50 years, the firm has worked with more than 450 colleges and universities, conducting extensive market research, developing strategic marketing plans, and providing creative and tactical implementation services to help its clients achieve their aggressive bottom-line goals in enrollment, fundraising, and brand building. Located in Chicago, Lipman Hearne is led by marketing specialists whose executive and agency backgrounds include tenures in higher education and nonprofit marketing, advertising and branding, market research, fundraising, and enrollment marketing.

About Cappex.com
Cappex is dedicated to connecting students and colleges. Since its founding in 2006, Cappex has helped nearly 5 million students achieve their college dreams, and more than 750 higher education clients with recruiting and enrollment business solutions. Cappex is based in Chicago.

Adam Shapiro
[email protected]

SOURCE Lipman Hearne

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
In the 21st century, security on the Internet has become one of the most important issues. We hear more and more about cyber-attacks on the websites of large corporations, banks and even small businesses. When online we’re concerned not only for our own safety but also our privacy. We have to know that hackers usually start their preparation by investigating the private information of admins – the habits, interests, visited websites and so on. On the other hand, our own security is in danger bec...
Successful transition from traditional IT to cloud computing requires three key ingredients: an IT architecture that allows companies to extend their internal best practices to the cloud, a cost point that allows economies of scale, and automated processes that manage risk exposure and maintain regulatory compliance with industry regulations (FFIEC, PCI-DSS, HIPAA, FISMA). The unique combination of VMware, the IBM Cloud, and Cloud Raxak, a 2016 Gartner Cool Vendor in IT Automation, provides a co...
SYS-CON Events announced today that Embotics, the cloud automation company, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Embotics is the cloud automation company for IT organizations and service providers that need to improve provisioning or enable self-service capabilities. With a relentless focus on delivering a premier user experience and unmatched customer support, Embotics is the fas...
SYS-CON Events announced today that MathFreeOn will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. MathFreeOn is Software as a Service (SaaS) used in Engineering and Math education. Write scripts and solve math problems online. MathFreeOn provides online courses for beginners or amateurs who have difficulties in writing scripts. In accordance with various mathematical topics, there are more tha...
SYS-CON Events announced today that Niagara Networks will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Niagara Networks offers the highest port-density systems, and the most complete Next-Generation Network Visibility systems including Network Packet Brokers, Bypass Switches, and Network TAPs.
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
Virgil consists of an open-source encryption library, which implements Cryptographic Message Syntax (CMS) and Elliptic Curve Integrated Encryption Scheme (ECIES) (including RSA schema), a Key Management API, and a cloud-based Key Management Service (Virgil Keys). The Virgil Keys Service consists of a public key service and a private key escrow service. 

In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, will discuss how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team a...
OnProcess Technology has announced it will be a featured speaker at @ThingsExpo, taking place November 1 - 3, 2016, in Santa Clara, California. Dan Gettens, OnProcess’ Chief Analytics Officer, will discuss how Internet of Things (IoT) data can be leveraged to predict product failures, improve uptime and slash costly inventory stock. @ThingsExpo is an annual gathering of IoT and cloud developers, practitioners and thought-leaders who exchange ideas and insights on topics ranging from Big Data in...
@ThingsExpo has been named the Top 5 Most Influential Internet of Things Brand by Onalytica in the ‘The Internet of Things Landscape 2015: Top 100 Individuals and Brands.' Onalytica analyzed Twitter conversations around the #IoT debate to uncover the most influential brands and individuals driving the conversation. Onalytica captured data from 56,224 users. The PageRank based methodology they use to extract influencers on a particular topic (tweets mentioning #InternetofThings or #IoT in this ...
SYS-CON Events announced today that Cemware will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Use MATLAB functions by just visiting website mathfreeon.com. MATLAB compatible, freely usable, online platform services. As of October 2016, 80,000 users from 180 countries are enjoying our platform service.
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, will discuss the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
In an era of historic innovation fueled by unprecedented access to data and technology, the low cost and risk of entering new markets has leveled the playing field for business. Today, any ambitious innovator can easily introduce a new application or product that can reinvent business models and transform the client experience. In their Day 2 Keynote at 19th Cloud Expo, Mercer Rowe, IBM Vice President of Strategic Alliances, and Raejeanne Skillern, Intel Vice President of Data Center Group and ...
SYS-CON Events announced today that StarNet Communications will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. StarNet Communications’ FastX is the industry first cloud-based remote X Windows emulator. Using standard Web browsers (FireFox, Chrome, Safari, etc.) users from around the world gain highly secure access to applications and data hosted on Linux-based servers in a central data center. ...
Digitization is driving a fundamental change in society that is transforming the way businesses work with their customers, their supply chains and their people. Digital transformation leverages DevOps best practices, such as Agile Parallel Development, Continuous Delivery and Agile Operations to capitalize on opportunities and create competitive differentiation in the application economy. However, information security has been notably absent from the DevOps movement. Speed doesn’t have to negat...