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It compares four-year private, four-year public, and two-year institutions, highlighting multichannel outreach, social media, and SEO, plus technology such as AI-powered chatbots and data analytics. 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This report unveils the most effective tactics for the four-year private, four-year public, and two-year institutions based on a recent survey of 114 institutions across the US.  \nThe findings from these leaders highlight the importance of a multichannel approach, with strategies as varied as in-person meetings, digital advertising, and personalized communication rising to the top of the most effective practices. Social media and search engine optimization (SEO) also are crucial advertising and recruitment tools across institution types. Marketing and recruitment leaders also said that leveraging technology such as AI-powered chatbots and data analytics is key to streamlining enrollment operations and fostering engagement.  \nTop 3 most effective recruitment strategies  \nFOUR-YEAR PRIVATE  \n• In-person meetings (on and off-campus)  \n• Mobile responsive website  \n• Text messaging  \nFOUR-YEAR PUBLIC  \n• In-person meetings (on and off-campus)  \n• Personalized videos sent directly to your students  \n• Text messaging  \nTop 3 most effective advertising strategies  \nFOUR-YEAR PRIVATE  \n• Social media advertising  \n• Re-targeted ads  \n• Video advertising  \nFOUR-YEAR PUBLIC  \n• Paid display ads  \n• Television ads  \n• Social media advertising  \nTop 3 most effective digital advertising strategies  \nFOUR-YEAR PRIVATE  \n• SEO  \n• RFI forms  \n• AI-powered chatbots  \nFOUR-YEAR PUBLIC  \n• RFI forms  \n• SEO  \n• AI-powered chatbots  \nTop 3 most effective management practices  \nFOUR-YEAR PRIVATE  \n• Admissions tracking to monitor and predict students’incremental rates of movement toward enrollment  \n• SEO  \n• Using artificial intelligence to analyze and assist with enrollment operations  \nFOUR-YEAR PUBLIC  \n• SEO  \n• Use of behavioral/ engagement scoring with digital/web tracking  \n• Using artificial intelligence to analyze and assist with enrollment operations  \nTWO-YEAR  \n• Digital advertising  \n• In-person meetings (on and off-campus)  \n• Personalized videos sent directly to your students  \nTWO-YEAR  \n• Social media advertising  \n• Paid display ads  \n• Re-targeted ads  \nTWO-YEAR  \n• Paid display ads  \n• RFI forms embedded into video or website  \n• Search engine marketing  \nTWO-YEAR  \n• Leveraging your CRM  \n• SEO  \n• Leveraging analytics (such as Google Analytics)  \n© 2025 RNL | 2025 Marketing and Recruitment Practices for Undergraduate Students Report 2  \nAnnual Recruitment and Marketing Plan  \nInstitutions that have an annual recruitment and marketing plan to guide institutional enrollment efforts  \n80%  \nFour-year private  \n70%  \nFour-year public  \n60%  \nTwo-year  \nQuality of annual recruitment and marketing plan  \n\n|  | FOUR-YEAR\u003Cbr>PRIVATE | FOUR-YEAR\u003Cbr>PUBLIC | TWO-YEAR |\n| --- | --- | --- | --- |\n| Excellent | 15% | 6% | 25% |\n| Good | 80% | 65% | 50% |\n| Fair | 3% | 19% | 25% |\n| Poor | 3% | 10% | 0% |\n\n\n| HighSchool Student Search Practices\u003Cbr>Percentage of institutions that purchase names of high school students to generate inquiries and applicants |  |  |  |  |  |  |\n| --- | --- | --- | --- | --- | --- | --- |\n| | 94%\u003Cbr>Four-year private | 80%\u003Cbr>Four-year public |  | 35%\u003Cbr>Two-year |  |  |\n| Approximate number of high school student names purchased for marketing campaigns to generate inquiries and applicants |  |  |  |  |  |  |\n|  |  |  | FOUR-YEAR\u003Cbr>PRIVATE |  | FOUR-YEAR\u003Cbr>PUBLIC | TWO-YEAR |\n| Fewer than 50,000 names |  |  | 9% |  | 22% | 86% |\n| 50,000-100,000 |  |  | 32% |  | 18% | 14% |\n| 100,001-125,000 |  |  | 21% |  | 24% | 0% |\n| 125,001-150,000 |  |  | 9% |  | 6% | 0% |\n| 150,001-200,000 |  |  | 13% |  | 6% | 0% |\n| 200,001-350,000 |  |  | 13% |  | ","cbCailcKeeQLnmAp","https://ap.wps.com/l/cbCailcKeeQLnmAp","pdf",4843692,"English","# Key Findings\n## Top 3 Most Effective Recruitment Strategies\n## Top 3 Most Effective Advertising Strategies\n## Top 3 Most Effective Digital Advertising Strategies\n## Top 3 Most Effective Management Practices\n## Annual Recruitment and Marketing Plan\n## High School Student Search Practices\n## Preferred Methods for First Contact\n## Strategies for Non-Responders","[{\"question\":\"What recruitment approach is most emphasized across institutions?\",\"answer\":\"A multichannel approach is repeatedly highlighted, combining in-person meetings, digital advertising, and personalized communication. Social media and SEO are also described as crucial tools across institution types.\"},{\"question\":\"Which technology tools are presented as key for recruitment and enrollment operations?\",\"answer\":\"AI-powered chatbots and data analytics are identified as important for streamlining enrollment operations and improving engagement. The report also references analytics and behavioral/engagement scoring with digital/web tracking.\"},{\"question\":\"How does the report describe annual recruitment and marketing planning?\",\"answer\":\"Institutions with an annual recruitment and marketing plan are evaluated by plan quality levels such as Excellent, Good, Fair, and Poor. The report provides percentages for four-year private, four-year public, and two-year institutions.\"}]","2025 Marketing and Recruitment Practices for Undergraduate Students - Annual Recruitment and Marketing Plan | PDF",1792060755,101]