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ERIC Number: ED523117
Record Type: Non-Journal
Publication Date: 2010
Pages: 125
Abstractor: As Provided
Reference Count: N/A
ISBN: ISBN-978-1-1243-4522-2
Marketing Need-Based Financial Aid Programs: An Institutional Case Study
Knight, Mary Beth
ProQuest LLC, Ph.D. Dissertation, University of Virginia
Colleges and universities represent one of the most utilized sources of need-based financial aid information for students and families, and yet most research in access marketing is focused at the national and state levels. There is sparse published information about the effects of financial aid marketing observed through quantitative analysis, in stark contrast to the corporate sector's voluminous quantitative direct marketing sales response literature. This study demonstrates how quantitative designs can sharpen the tools of evaluation used in institutional aid marketing programs, advance policy discussions, and improve outcomes. It confronts the literature gap by examining early media coverage and Web site visit response to AccessUVa, an institutional financial aid program launched in 2004 for low-income students at the University of Virginia. Marketing effectiveness was evaluated through (1) geospatial analysis of the incidence of public service announcements and the Web site visits logged during the initial AccessUVa marketing plan and (2) linear regression techniques. Regression results indicated that Web visits originating in the Commonwealth of Virginia did not vary by marketing incidence, but they did vary both by distance to U.Va. and past patterns of attendance at the University. The overall distribution of marketing and Web site visits suggests untapped potential for U.Va. and other state flagship institutions to reach additional pools of qualified in-state students. Finally, the study identifies the challenges to evaluating institutional access marketing efforts and offers possible solutions to practitioners and policymakers. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page:]
ProQuest LLC. 789 East Eisenhower Parkway, P.O. Box 1346, Ann Arbor, MI 48106. Tel: 800-521-0600; Web site:
Publication Type: Dissertations/Theses - Doctoral Dissertations
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Virginia