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ERIC Number: EJ793942
Record Type: Journal
Publication Date: 2007
Pages: 2
Abstractor: ERIC
Reference Count: 0
ISSN: ISSN-1938-5978
Reaching the Connected Generation: "College Access Marketers" Slow in Adopting New Techniques
Gastwirth, David
New England Journal of Higher Education, v22 n2 p26-27 Fall 2007
This author states that "college access marketing" efforts aimed at increasing college attendance and success have been slow to incorporate new techniques such as "buzz marketing," "viral marketing," "product seeding," and "guerrilla marketing." Yet for a "connected generation" of potential college students, these kinds of strategies could be crucial in changing behaviors. More than 60 percent of last year's high school seniors said they preferred student and faculty blogs to other information sources, according to the National Research Center for College and University Admissions. More than 80 percent of high school students indicated they would consider reading or responding to an instant message from a college representative. Meanwhile, 57 percent of online teens have used the Internet to access information about postsecondary education, according to the Pew Internet & American Life Project. Studies show that parents are also using new media to navigate the college-going process. What might college access marketing campaigns that incorporate new marketing techniques look like? This article describes a few possibilities, drawing on some for-profit campaigns and other "social marketing" ideas outlined by Spitfire Strategies in a research report prepared for College Goal Sunday 2006.
New England Board of Higher Education. 45 Temple Place, Boston, MA 02111. Tel: 617-357-9620; Fax: 617-338-1577; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A