Ah, summer at last! Unfortunately, for many enrollment officers, easy summers disappeared with the crest of the high school population wave. All their marketing communication strategies, effective yield programs and one to one communication may have produced a promising incoming class. But these days, numbers that look good in May could easily melt away by September.
Now institutions have events planned to keep the newly deposited freshman class fully engaged so that no competitor can snatch them away before classes begin. Getting interested prospects to admissions events is important, but making sure that accepted students and deposited freshmen attend events designed for them could be crucial.
Part One showed how social psychology’s Commitment/Consistency Principle can help. It outlined an experiment in which a restaurant reduced no-shows by 66% just by asking those making reservations to agree that they would call if they needed to cancel. Getting people’s agreement to live up to the arrangements they’ve made is very helpful. But to really assure that people will fulfill their end of the bargain – get it in writing.