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ERIC Number: ED614921
Record Type: Non-Journal
Publication Date: 2021
Pages: 29
Abstractor: ERIC
ISBN: N/A
ISSN: N/A
EISSN: N/A
2021 E-Expectations® Trend Report
Ruffalo Noel Levitz
High school students nationwide spent the whole academic year fully online or in and out of a cobbled together hybrid format. While these students are digital naturals, they were asked to do even more online and lost opportunities to engage traditional in-person milestones like prom, graduation, and college visits. After a year of "Zooming it in," what impact did the pandemic have on high school student digital preferences and behaviors? Ruffalo Noel Levitz and its partners have compared pre-pandemic data to this year's comprehensive E-Expectations research findings to provide a glimpse at how the pandemic affected the screen-based side of college search and selection. The "2021 E-Expectations Report" Trend Report answers questions such as: (1) Did the pandemic make students more interested in engaging directly with college admissions through digital channels?; (2) How did the pandemic affect the student inquiry process?; (3) Has student interest in print communications been outpaced by digital?; (4) Are students more open to receiving texts from admissions counselors, and if so, when?; (5) How do students feel about digital ads and what actions do they take after clicking on an ad?; (6) Which social media platforms are students using for their college search and what do they hope to learn from them?; (7) On which platform do students watch college videos and what's the ideal length of video playtime?; and (8) How has parent and family engagement changed? After reviewing all of the data for the 2021 E-Expectations study, there are several broad takeaways that will help campuses engage more students and their parents: (1) optimize the omnichannel approach; (2) video is essential to engagement; (3) personalize at scale; (4) Search Engine Optimization (SEO) and conversion is critical for program pages; and (5) keep social media visual. [Research for this report was co-sponsored by Modern Campus, Mongoose, and TeenLife. For "E-Expectations® of Transfer Students: A 2020 Trend Report," see ED608078.]
Ruffalo Noel Levitz. 1025 Kirkwood Parkway SW, Cedar Rapids, IA 52404. Tel: 800-876-1117; e-mail: ContactUs@RuffaloNL.com; Web site: https://www.ruffalonl.com/
Publication Type: Numerical/Quantitative Data; Reports - Descriptive
Education Level: High Schools; Secondary Education; Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: PLEXUSS, Inc.
Authoring Institution: Ruffalo Noel Levitz (RNL)
Grant or Contract Numbers: N/A