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Article Type

Professional Proficiency

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Article Abstract

Related Issue:

The reasons a student may choose a particular institution when seeking a postsecondary education are many. However, campus visitation—more specifically, the campus tour—is frequently cited as the most important aspect of the college recruitment process. Correspondingly, in a hypercompetitive and fiscally afflicted higher education market, admissions officers are under immense pressure to attract new students and increase financial yield. As a result, marketers of higher education admissions have turned their attention to prioritizing the pivotal nature of a campus visit, and the overwhelming effect it has on both prospective students and higher education administrators. This article explores influences that affect a student’s college choice and explains why campus visitation is the most important part of the recruitment process. Additionally, it reviews approaches and implications pertaining to campus visits and offers example-based suggestions on how enrollment managers can make visitations to their institutions fortuitous.

Author(s)

Scott Secore, M.F.A., is a freelance consultant, and current Ph.D. candidate in educational leadership at the University of the Cumberlands. Secore has nearly 25 years of experience working professionally in both the performing arts and higher education, wherein he has served as a fine and performing arts programming and venue director, an academic program coordinator, and a professor. His research interests primarily concern the enrichment and promotion of constructive learning strategies for arts-based programs, the need for effectual arts-based academic leadership development, and the employment of effective strategic enrollment management strategies for arts-based higher education programs.

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