Educational Services Marketing

In an increasingly competitive educational market one of the greatest challenges for admissions personnel is how to successfully recruit desirable students, once they have been identified. One of the most important tools in this process is the recruitment letter. However, individual recruitment letters are problematic. Because they must be personalized, they are time consuming, expensive, and often difficult to write. Nonetheless, the quality of this individualized correspondence often proves crucial to a student's decision to attend or not to attend a particular school. In this essay, the authors present a communication system, used by numerous large corporations, which can be adapted by academic admissions counselors to help them write-consistently, efficiently, and effectively-individual recruitment letters to prospective recruits.