How would prospective students rate a visit to your campus? —Apart from the attractive landscape and stately buildings, the impressive credentials and classroom content. Beyond the presentation of social activities and athletic events. How well are they welcomed?

With enrollment in gap year programs up 23% since 2015, if your institution is overlooking this trend, then you may be missing a key contingent of prospective students. While the idea of a “year off” between high school and college is not new, what’s different is the breadth of students the idea is attracting. An investigative report with Katie Couric finds that the gap year is “not just for rich kids anymore.”

In last week’s post, “Words Matter,” we considered how excellent writing gives your institution a competitive edge. This week, let’s dig in to some of the how-to’s of producing powerful marketing copy for your school.

Presenting a polished, professional image is essential if you want your institution to stand out—or even stand up—in today’s crowded media. Most college marketing professionals, then, wouldn’t shortcut graphic design for a website or a printed promotional piece. But what about the substance under the visible brand? 

Does your institution's brand need a 180° shift?

Probably not. When evaluating your marketing approach, it’s tempting to think about doing something entirely new. Different. Out-of-the box. Powerful. And yes, likely expensive.

How could two universities—one in Buffalo, New York, and the other in Sydney, Australia—come up with marketing campaigns that look almost interchangeable? That’s the question presented in a recent article, “Your Future Starts Here. Or Here. Or Here” in Inside Higher Ed.

An effective marketing campaign does not have to be complicated. Here are some simple tips to keep you on track

So you’re ready now to wave the welcome banner for prospective international students. Maybe you’ve mastered the art of communicating with American students, but international relations still seems like, well… another world. And indeed it is.

We all know that international students are coming to the U.S. in record numbers. But did you realize that number is now approaching one million? According to the 2015 report of the New York-based Institute of International Education (IIE), the growth rate has been growing steadily, to last year’s increase of 10% over 2014.

With all the media buzz about college debt these days, it’s no surprise that many students back off college plans for fear of the cost, especially with private schools. According to the 2015 Inside Higher Ed Survey of College and University Admissions Directors, 76% report they are losing potential applicants because of their concerns about debt levels. And the worries aren’t just hype—among student borrowers, the average balance is nearing $30,000.

How can college recruiters help to assuage concerns and also guide students to make responsible choices?

Earlier this month, the Harvard Graduate School of Education published a report calling for a number of reforms in the college admissions program. Fifty deans and other college and university educators signed on to the report, which is titled “Turning the Tide.”