Universities recruit via web sites and e-mail

Universities across the country are transforming the way they reach college applicants. Now, schools are choosing to recruit students by e-mail and personalized web sites rather than paper brochures.

The KU admissions web site offers a guided tour and a 60-second video on KU traditions for visitors to see. Colleges are saving money by using funds that were previously spent on print recruitment toward revamping their web sites. Colleges believe they can reach more applicants by eliminating paper recruitment methods. Some schools have created personalized web sites to meet the individual needs of students, others rely on a combination of e-mails and web sites. These sites allow students to view a college without ever stepping foot on campus.

Before the internet, colleges could assume a certain percentage of students who contacted the school for additional information would apply for admissions. But now, as a result of online recruitment, universities are finding it harder to estimate enrollment.