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Insight Paper

Why Students Pick the Schools They Do

And How to Boost Your Odds of Making the Cut

Understanding what makes a college attractive is key to crafting a competitive recruitment strategy. To that end, we have completed a comprehensive analysis of over 80 school characteristics to uncover what draws students to different campuses. From there, distinct personas emerged, each representing a unique combination of characteristics that influence student interest.

The identification of distinct institutional personas offers a practical framework for you to analyze your competitive landscape and develop effective strategies for success in an increasingly complex environment.

In this insight paper, we:
  • Present the factors that most influence a school's attractiveness, including geographic, demographic, and institutional characteristics.
  • Share nine distinct personas that categorize colleges based on shared traits that stand out to prospective students.
  • Demonstrate how to utilize these personas in strategic benchmarking, enabling you to amplify your strengths and stand out in a crowded higher education market.
Download now to discover your school’s specific persona and what it means for your future strategy.
Download the Insight Paper