Texas Ballroom, IV - VII
To recruit prospective students today, you have to look beyond your Web site. The rise of social networking and the growing use of mobile Web access have fundamentally expanded how students access information and interact online. You also have to look beyond students to their parents, who often play a key role in the college decision process. How can you meet what may be two very different yet equally important sets of online expectations? This session will discuss research into the online expectations and behavior of college-bound high school seniors and their parents. Based on a parallel survey of both groups, you will learn what students and parents expect from college Web sites, the content and features they value most, their expectations for mobile site content, and how they perceive Facebook, Twitter, and YouTube as recruitment tools. The presenters will also review the attitudes of students and parents toward new online applications such as cost calculators, interactive maps, and QR codes for smart phones. At the end of the session, you will have a better understanding of how to serve prospective students and their parents online, how you need to adjust your strategies between the two groups, and most importantly, how you can engage them, connect with them, spur communication, and provide an online experience pushes students toward enrolling.