Digital Swag and College Students: Exploring 21st Century Digital Admissions, Recruitment, and Yield Collateral

As admissions counselors expanded their footprint in online spaces to connect with prospective students and families during COVID-19, the same has been done by many institutions—for years and long before the pandemic—with digital swag. This study will provide a baseline from which enrollment managers can understand how “digital swag” is being used and whether such an approach would be beneficial for their institution.