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The number of majors offered, availability of student organizations, campus safety, and favorable weather all outweigh affordability in influencing students’ college decisions, according to a new study from education company EAB.
The study reveals the most critical institutional factors–ranging from affordability to study abroad options–that motivate prospective college students to apply and enroll.
“Cost is always important to families, but it may surprise some institutions to learn how important things like campus safety or streamlining the application process can be to a prospective student,” said EAB Vice President of Consulting Services and Dean of Enrollment Management Madeleine Rhyneer. “Although frequently in the headlines, factors like state politics and Greek life are notably absent from the top 10 considerations that influence where students apply and enroll.”
EAB analyzed application and yield data for every four-year college and university in the United States. The company then correlated that data with more than 80 institutional characteristics to find the most statistically significant drivers of student interest across all schools, as well as among groups of peer institutions to understand how students choose between similar schools.
The report focused on three questions:
What institutional traits attract–or deter–students from schools today? This research provides a fresh perspective for enrollment leaders, highlighting how both obvious and overlooked traits shape a school’s ability to attract students. By quantifying factors ranging from educational offerings to the social and political context of a school’s locale, it reveals what prospective students value in today’s competitive landscape. These insights can help align your institution’s strategy with the characteristics of a school that matter most to students.
Which institutional persona best fits my school, and what does it reveal about our strengths and weaknesses? This research identifies institutional personas–archetypes representing distinct clusters of schools based on the many traits that matter to prospective students. Consider how your institution aligns with or deviates from the typical traits of your persona and identify opportunities to enhance your appeal relative to your peers. Explore regional and competitive dynamics: Are nearby schools leveraging their strengths effectively or do you have advantages they lack? Could schools in other regions with similar personas attract students away from your market–or vice versa?
What can other personas teach us in this competitive landscape? The enrollment landscape is increasingly shaped by schools competing across traditional segment lines. Compare your institution’s persona to other personas, especially those representing your competitors, to discover gaps you can exploit or strengths you should account for. Identify ways to uniquely position your school in the eyes of prospective students by understanding how other personas excel or fall short.
Out of more than 80 institutional factors analyzed, those listed below were found to be the most significant drivers of student interest.
The full analysis and additional details on the research methodology are available in a report titled “Why Students Pick the Schools They Do—and How to Boost Your Odds of Making the Cut.”
“Understanding what draws students to a particular school is essential for admissions teams,” Rhyneer added.
This press release originally appeared online.
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