Identify which subgroup you want to recruit and narrowcast your marketing message to that niche. That’s the takeaway from a recent study completed by marketing firm Lipman Hearne, which used an online research visualization tool to gather responses from 2,300 students across the U.S.
The study, “The Super Investigator Goes to College,” notes dramatic differences in the way students from different demographics find out about colleges and choose which ones to attend. For instance, African American males are less influenced by financial aid/scholarship awards than white females are. Students of color rely on college fairs and emails from admissions offices as key information sources, but those methods don’t even rank for white students.
To gather the responses, Lipman Hearne partnered with college search website Cappex.com to survey its users, who make up 25 percent of the U.S. college-bound population. A student comparison tool based on the study is available to those who register at www.lipmanhearne.com/super-investigators-prospective-students-and-the-college-decision-2/.