Although the economy has forced Washington University to cut costs in multiple areas, prospective students continue to receive a large amount of literature advertising the University.

Meanwhile, paying for a college education has become increasingly difficult for many students and families. Pressured by the possibility of mounting debts, graduating high-school seniors are often more inclined to opt for less expensive options, such as community colleges and in-state public universities.

According to a survey by the National Association for College Admission Counseling (NACAC), 50 percent of private colleges reported a decrease in their May 1 yield rates in 2009 compared to those from 2008. Only 32 percent of public universities, however, reported a decrease.

Despite the tougher competition with public schools, the University still remains a top choice among high school applicants, and the success can be attributed in part to the work of the Office of Undergraduate Admissions and its heavy investment in promoting the school and recruiting students even with fewer resources.

“Even with the current financial climate, the University has allowed us to continue our efforts. We are holding steady with our standard programs and travel,” Director of Undergraduate Admissions Julie Shimabukuro said.

These programs are components of an elaborate recruiting process.

First, the University sends viewbooks and brochures to potential applicants in areas where the University has smaller name recognition.

Freshman Elizabeth Graham recalled, “The first time I have ever heard of Wash. U. was when  [the University] sent a brochure to my house.”

Many students said that while the mailings tend to be massive, they are successful in spreading knowledge about the University.

“The materials and mailings, even if they send a lot, shows we’re interested in hooking students and getting them to come to the school,” said sophomore Aaron Kacel, a member of the Student Admissions Committee.

The next step in the recruiting process is for the admission officers to visit high schools across the United States and hold informational sessions for prospective students and families.

Not only do admissions officers advertise the school, but current students also volunteer to share their University experiences with their high schools over the winter, spring and summer breaks through the Ambassador Program.
In addition to recruiting domestic students, University representatives also reach out to potential applicants across the globe to diversify the community.

“Over the years, we have traveled to a variety of countries,” Shimabukuro said. “We have also recruited international students who are attending high schools in the U.S. We are still reviewing and developing travel plans for this year and next year.”

The admissions office welcomes prospective students and families to visit the campus to gain a personal perspective of the University. Throughout the year, students can visit the campus during special open houses and shadow Overnight Welcome Leaders (OWLs)—current University students who volunteer to host and give prospective students a snapshot of their daily lives at Wash. U.

Several times a year, the University invites a select group of high school seniors to visit during specially organized weekends, such as Discovery Weekend at the end of September.

“They [prospective students] are facing any number of options of where to go and it is a nerve-wracking process,” Kacel said. “The weekends give a glimpse into Wash. U. life and a taste of our community. They get a sense of how campus is laid out and it can push them over the edge to come.”

In the spring, admitted students of multicultural backgrounds are invited to Celebration Weekend in an all-expenses-paid trip.

During these visits, prospective students can go on campus tours, attend informational sessions, go to classes of their interests, participate in social events, or simply mingle with students to explore the University’s academic and social offerings.

“Coming to Discovery Weekend cemented my decision to apply. I was attracted to the Midwestern charm—how everyone was so friendly,” said freshman Debra Yen, who participated in last fall’s Discovery Weekend.
Having worked for the admissions office for 16 years, Shimabukuro has discovered the secret to successful recruitment.

“The admissions office just tells the stories of our current students,” she said. “If our current students are engaged in their work here and are positive about their experience, they and their parents spread the word and make it easy to recruit other students.”

Junior Becca Dirks said her decision to attend the University began with the mailings.

“I had never heard of Wash. U. until they sent me a bunch of stuff in the mail. I think Wash. U. does a very good job of advertising,” Dirks said.

But Dirks also said that she could see the other side of placing too much money into promotion.

“I think it’s very important to recruit for new classes. At the same time, I know that other areas need that money,” she said.

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Tags: admissions, advertise, National Association for College Admission Counseling, prospective students, recession

This entry was posted on Monday, September 21st, 2009 at 3:32 am and is filed under Administration, News. You can follow any responses to this entry through this feed. You can leave a response, or trackback from your own site.