An overview of some of the issues affecting college admissions, marketing and data collection. Includes a case study of Boston University.

1. WHY YOUR KID WON’T GET INTO
HARVARD: MARKETING HIGHER
EDUCATION TO THE 99 PERCENT
Mara Einstein
@MaraEinstein

2. OVERVIEW

3. “COMM FLOW”
• Emails initiated after SATs or ACTs are taken
• Initial goal is to get prospective students to
respond/opt in
• Website is alternative gateway to begin interaction
• Repeated “call to action”
• Interact on social media
• Ask us questions by email
• Campus visit
• Ultimate goal:Apply

8. Applying to college is stressful.Want to take a break? Give your
brain a breather with this puzzle!
http://bit.ly/2gbZj2O
Enjoy the aerial view ofTufts when you're done! And when
you're ready to get back to the business of applying to college,
we're here to help. Right now our admissions blogs are full of
essay writing tips, advice on avoiding application pitfalls, and
more.
Good luck with the puzzle - the winner in our office completed
it in 5 minutes and 13 seconds. Can you beat his time?
-The Tufts AdmissionsTeam
ENGAGEMENT AND DATA TRACKING

9. YOUR
FRIENDS IN
ADMISSIONS

11. I've decided to extendYOUR deadline to apply Regular Decision to Fordham University with your special
status.
Your new deadline is January 9.
Take advantage of this special extension right now to enjoy the convenient way to apply to Fordham.This
application has already been started with information about you. Plus, there's no fee ($70 savings) when you
apply withYour Choice status.
Going to a top-ranked university in NewYork is a once-in-a-lifetime opportunity, Cayla.The access to countless
internships ... specialized programs in Entrepreneurship and Integrative Neuroscience ... research opportunities
... the unique neighborhoods and world-class museums ... it's a college student's dream come true.
Don't let this opportunity pass you by. I encourage you to submit theYour Choice Application today.
Sincerely,
Patricia Peek, Ph.D.
Director of Undergraduate Admission
Fordham University
P.S.You may also apply using the Common Application.To use the fee waiver for the Common Application, go
to the Fordham University Questions section of the My Colleges tab and select "I have received an application
fee waiver from Fordham University.

15. BOSTON
UNIVERSITY
CASE STUDY

19. #BU2022

24. SO WHAT?

25. FOR BU:
• More applications for fewer slots
• 2018 – 65,000 applications for 3500 slots
• 2009 – 38,000 applications for 4100 slots
• Rise in ED
• 2016: 3,398 early decision applications; made offers to 1098. (4492 in 2018)
• 2009: 836 applications and 340 accepted.
• Accept students for Spring admission (means of manipulating the numbers)
• Retention rate is 93% for first year students; 87% overall retention

26. GAMING U.S. NEWS & WORLD
RANKINGS
• Increase faculty to reduce course faculty:student ratio to reduce class size
• Cap classes to 19 (given credit for classes with < 20 students
• More applications = lower acceptance percentage = higher ranking (helped
drive more universities to use the Common App)
• Students who live on campus are more likely to stay enrolled – increased
building of dormitories
• Peer assessment: what other colleges think of you (glad handing, marketing)
• Alumni donations
https://www.bostonmagazine.com/news/2014/08/26/how-northeastern-gamed-the-college-rankings/2/

27. MARKETING HIGHER ED HAS LED TO…
• More high schoolers suffering from anxiety and depression, tied to pressure to
achieve for college admissions
• Increased use of the Common App has led to an increase in the number of
students that transfer—45% of 4-year students transfer in first 2 years
• More administration
• CMO
• VP of Engagement & Retention
• As for academics…

28. Q&A