Welcome!

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.
www.lipmanhearne.com

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.
www.cappex.com

MEDIA CONTACT:
Adam Shapiro
[email protected]
202-427-3603

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
Extreme Computing is the ability to leverage highly performant infrastructure and software to accelerate Big Data, machine learning, HPC, and Enterprise applications. High IOPS Storage, low-latency networks, in-memory databases, GPUs and other parallel accelerators are being used to achieve faster results and help businesses make better decisions. In his session at 18th Cloud Expo, Michael O'Neill, Strategic Business Development at NVIDIA, focused on some of the unique ways extreme computing is...
"We're bringing out a new application monitoring system to the DevOps space. It manages large enterprise applications that are distributed throughout a node in many enterprises and we manage them as one collective," explained Kevin Barnes, President of eCube Systems, in this SYS-CON.tv interview at DevOps at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Amazon has gradually rolled out parts of its IoT offerings in the last year, but these are just the tip of the iceberg. In addition to optimizing their back-end AWS offerings, Amazon is laying the ground work to be a major force in IoT – especially in the connected home and office. Amazon is extending its reach by building on its dominant Cloud IoT platform, its Dash Button strategy, recently announced Replenishment Services, the Echo/Alexa voice recognition control platform, the 6-7 strategic...
The best-practices for building IoT applications with Go Code that attendees can use to build their own IoT applications. In his session at @ThingsExpo, Indraneel Mitra, Senior Solutions Architect & Technology Evangelist at Cognizant, provided valuable information and resources for both novice and experienced developers on how to get started with IoT and Golang in a day. He also provided information on how to use Intel Arduino Kit, Go Robotics API and AWS IoT stack to build an application tha...
IoT generates lots of temporal data. But how do you unlock its value? You need to discover patterns that are repeatable in vast quantities of data, understand their meaning, and implement scalable monitoring across multiple data streams in order to monetize the discoveries and insights. Motif discovery and deep learning platforms are emerging to visualize sensor data, to search for patterns and to build application that can monitor real time streams efficiently. In his session at @ThingsExpo, ...
Adding public cloud resources to an existing application can be a daunting process. The tools that you currently use to manage the software and hardware outside the cloud aren’t always the best tools to efficiently grow into the cloud. All of the major configuration management tools have cloud orchestration plugins that can be leveraged, but there are also cloud-native tools that can dramatically improve the efficiency of managing your application lifecycle. In his session at 18th Cloud Expo, ...
Ovum, a leading technology analyst firm, has published an in-depth report, Ovum Decision Matrix: Selecting a DevOps Release Management Solution, 2016–17. The report focuses on the automation aspects of DevOps, Release Management and compares solutions from the leading vendors.
Continuous testing helps bridge the gap between developing quickly and maintaining high quality products. But to implement continuous testing, CTOs must take a strategic approach to building a testing infrastructure and toolset that empowers their team to move fast. Download our guide to laying the groundwork for a scalable continuous testing strategy.
Choosing the right cloud for your workloads is a balancing act that can cost your organization time, money and aggravation - unless you get it right the first time. Economics, speed, performance, accessibility, administrative needs and security all play a vital role in dictating your approach to the cloud. Without knowing the right questions to ask, you could wind up paying for capacity you'll never need or underestimating the resources required to run your applications.
SYS-CON Events announced today that LeaseWeb USA, a cloud Infrastructure-as-a-Service (IaaS) provider, 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. LeaseWeb is one of the world's largest hosting brands. The company helps customers define, develop and deploy IT infrastructure tailored to their exact business needs, by combining various kinds cloud solutions.
Up until last year, enterprises that were looking into cloud services usually undertook a long-term pilot with one of the large cloud providers, running test and dev workloads in the cloud. With cloud’s transition to mainstream adoption in 2015, and with enterprises migrating more and more workloads into the cloud and in between public and private environments, the single-provider approach must be revisited. In his session at 18th Cloud Expo, Yoav Mor, multi-cloud solution evangelist at Cloudy...
SYS-CON Events announced today that 910Telecom 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. Housed in the classic Denver Gas & Electric Building, 910 15th St., 910Telecom is a carrier-neutral telecom hotel located in the heart of Denver. Adjacent to CenturyLink, AT&T, and Denver Main, 910Telecom offers connectivity to all major carriers, Internet service providers, Internet backbones and ...
StackIQ has announced the release of Stacki 3.2. Stacki is an easy-to-use Linux server provisioning tool. Stacki 3.2 delivers new capabilities that simplify the automation and integration of site-specific requirements. StackIQ is the commercial entity behind this open source bare metal provisioning tool. Since the release of Stacki in June of 2015, the Stacki core team has been focused on making the Community Edition meet the needs of members of the community, adding features and value, while ...
Big Data, cloud, analytics, contextual information, wearable tech, sensors, mobility, and WebRTC: together, these advances have created a perfect storm of technologies that are disrupting and transforming classic communications models and ecosystems. In his session at @ThingsExpo, Erik Perotti, Senior Manager of New Ventures on Plantronics’ Innovation team, provided an overview of this technological shift, including associated business and consumer communications impacts, and opportunities it ...
SYS-CON Events announced today that Venafi, the Immune System for the Internet™ and the leading provider of Next Generation Trust Protection, will exhibit at @DevOpsSummit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Venafi is the Immune System for the Internet™ that protects the foundation of all cybersecurity – cryptographic keys and digital certificates – so they can’t be misused by bad guys in attacks...