Through conducting dozens of focus groups nation-wide we have learned that prospective adult students tend to form opinions very quickly about people and places at the institutions they are considering.

When a prospective adult student reaches out to your institution, how are they treated? How does the service orientation of your college influence the decision-making process?

The culture of a College’s brand is communicated at the very first point of contact.

If each individual on your recruitment/marketing team is viewed as a lynchpin in the process, the entire culture will be recruitment focused and student centered. Regardless of how a prospective student comes into contact with your institution (web inquiry, phone call, or walk through the door) a positive, welcoming, engaging, and demonstrated interest in that student and their academic goals will leave a great first impression.

Who is responsible in your office for that impression?

Consider for a moment the power of the person who answers the phone, greets individuals at the front door, or even responds to emails. If that person is an effective member of the recruitment culture they will have set the tone for the person who is interacting with the prospective student next. If the person on the phone is rude, the e-mail response is sent back late with typos, the admissions office is closed when the adult student is getting off of work to try and visit the college the experience can be significantly damaged.

Every person involved with a student matters, and every person is a touch point that may work for the benefit or demise of enrollment. Ask yourself – what impression is your institution making with your current recruitment process?

Who is your Director of First Impressions?