|By PR Newswire||
|August 19, 2014 02:30 PM EDT||
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.
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.
SOURCE Lipman Hearne
In their session at 17th Cloud Expo, Hal Schwartz, CEO of Secure Infrastructure & Services (SIAS), and Chuck Paolillo, CTO of Secure Infrastructure & Services (SIAS), provide a study of cloud adoption trends and the power and flexibility of IBM Power and Pureflex cloud solutions. In his role as CEO of Secure Infrastructure & Services (SIAS), Hal Schwartz provides leadership and direction for the company.
Aug. 4, 2015 06:45 PM EDT Reads: 218
There are many considerations when moving applications from on-premise to cloud. It is critical to understand the benefits and also challenges of this migration. A successful migration will result in lower Total Cost of Ownership, yet offer the same or higher level of robustness. In his session at 15th Cloud Expo, Michael Meiner, an Engineering Director at Oracle, Corporation, analyzed a range of cloud offerings (IaaS, PaaS, SaaS) and discussed the benefits/challenges of migrating to each offe...
Aug. 4, 2015 06:45 PM EDT Reads: 202
SYS-CON Events announced today that the "Second Containers & Microservices Expo" will take place November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.
Aug. 4, 2015 05:30 PM EDT
As organizations shift towards IT-as-a-service models, the need for managing and protecting data residing across physical, virtual, and now cloud environments grows with it. CommVault can ensure protection and E-Discovery of your data – whether in a private cloud, a Service Provider delivered public cloud, or a hybrid cloud environment – across the heterogeneous enterprise. In his session at 17th Cloud Expo, Randy De Meno, Chief Technologist - Windows Products and Microsoft Partnerships at Com...
Aug. 4, 2015 05:00 PM EDT Reads: 107
The Software Defined Data Center (SDDC), which enables organizations to seamlessly run in a hybrid cloud model (public + private cloud), is here to stay. IDC estimates that the software-defined networking market will be valued at $3.7 billion by 2016. Security is a key component and benefit of the SDDC, and offers an opportunity to build security 'from the ground up' and weave it into the environment from day one. In his session at 16th Cloud Expo, Reuven Harrison, CTO and Co-Founder of Tufin,...
Aug. 4, 2015 03:00 PM EDT Reads: 573
Scrum Alliance has announced the release of its 2015 State of Scrum Report. Almost 5,000 individuals and companies worldwide participated in this year's survey. Most organizations in the market today are still leading and managing under an Industrial Age model. Not only is the speed of change growing exponentially, Agile and Scrum frameworks are showing companies how to draw on the full talents and capabilities of those doing the work in order to continue innovating for success.
Aug. 4, 2015 02:45 PM EDT
SYS-CON Events announced today that MobiDev, a software development company, will exhibit at the 17th International Cloud Expo®, which will take place November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. MobiDev is a software development company with representative offices in Atlanta (US), Sheffield (UK) and Würzburg (Germany); and development centers in Ukraine. Since 2009 it has grown from a small group of passionate engineers and business managers to a full-scale mobi...
Aug. 4, 2015 02:00 PM EDT Reads: 385
Between the compelling mockups and specs produced by your analysts and designers, and the resulting application built by your developers, there is a gulf where projects fail, costs spiral out of control, and applications fall short of requirements. In his session at @DevOpsSummit, Charles Kendrick, CTO and Chief Architect at Isomorphic Software, presented a new approach where business and development users collaborate – each using tools appropriate to their goals and expertise – to build mocku...
Aug. 4, 2015 01:30 PM EDT
Container technology is sending shock waves through the world of cloud computing. Heralded as the 'next big thing,' containers provide software owners a consistent way to package their software and dependencies while infrastructure operators benefit from a standard way to deploy and run them. Containers present new challenges for tracking usage due to their dynamic nature. They can also be deployed to bare metal, virtual machines and various cloud platforms. How do software owners track the usag...
Aug. 4, 2015 01:00 PM EDT Reads: 291
SYS-CON Events announced today that VividCortex, the monitoring solution for the modern data system, will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. The database is the heart of most applications, but it’s also the part that’s hardest to scale, monitor, and optimize even as it’s growing 50% year over year. VividCortex is the first unified suite of database monitoring tools specifically desi...
Aug. 4, 2015 12:00 PM EDT Reads: 113
Graylog, Inc., has added the capability to collect, centralize and analyze application container logs from within Docker. The Graylog logging driver for Docker addresses the challenges of extracting intelligence from within Docker containers, where most workloads are dynamic and log data is not persisted or stored. Using Graylog, DevOps and IT Ops teams can pinpoint the root cause of problems to deliver new applications faster and minimize downtime.
Aug. 4, 2015 11:45 AM EDT
As Marc Andreessen says software is eating the world. Everything is rapidly moving toward being software-defined – from our phones and cars through our washing machines to the datacenter. However, there are larger challenges when implementing software defined on a larger scale - when building software defined infrastructure. In his session at 16th Cloud Expo, Boyan Ivanov, CEO of StorPool, provided some practical insights on what, how and why when implementing "software-defined" in the datacent...
Aug. 4, 2015 11:30 AM EDT Reads: 115
Learn how you can use the CoSN SEND II Decision Tree for Education Technology to make sure that your K–12 technology initiatives create a more engaging learning experience that empowers students, teachers, and administrators alike.
Aug. 4, 2015 09:30 AM EDT Reads: 112
Mobile, social, Big Data, and cloud have fundamentally changed the way we live. “Anytime, anywhere” access to data and information is no longer a luxury; it’s a requirement, in both our personal and professional lives. For IT organizations, this means pressure has never been greater to deliver meaningful services to the business and customers.
Aug. 4, 2015 08:45 AM EDT Reads: 259
In a recent research, analyst firm IDC found that the average cost of a critical application failure is $500,000 to $1 million per hour and the average total cost of unplanned application downtime is $1.25 billion to $2.5 billion per year for Fortune 1000 companies. In addition to the findings on the cost of the downtime, the research also highlighted best practices for development, testing, application support, infrastructure, and operations teams.
Aug. 4, 2015 07:00 AM EDT Reads: 226