Does going test-optional remove a popular marketing channel from higher ed’s arsenal?
Reported by Inside Higher Ed, with many institutions announcing they will be offering a test-optional admissions process for the next school year, fewer and fewer students will likely be taking the ACT and SAT this year, especially given the health risks of doing so in-person.
But for many institutions, purchasing test lists from ACT or College Board and sending a direct mail cadence to “right-fit students” nearly identical to dozens of other institutions is a huge portion of an institution’s outbound marketing spend each year.
The takeaway? What will they replace this with? Do brand, content, and other digital marketing channels become even more important than ever before?
May you continue to fight the good enrollment growth fight at your institution today, and we’ll see you again tomorrow.
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