Please pay particular attention to the video explaining the power of sending “How-To” emails. As you start communicating with new prospective students, this could be a great way to gain their attention and build your brand at your institution.

Dear small college enrollment professional,

You know that you and your small, private institution face different enrollment challenges compared to your larger, and often public, counterparts.

In fact, when we examined the endowment comparison between the top 10 public institutions and the schools included in the SPC Index introduced below, the public schools enjoyed an advantage of—on average—a 3,538% higher endowment ($4.2 billion more).

No matter which way you slice it, high school seniors are busier, and more distracted than ever. According to Pew Research, 92% of teens report going online daily - including 24% who say they go online "almost constantly." Make sure your recruitment message isn't getting lost in all the online clutter...

We sometimes forget how important a seemingly trivial interaction can be in creating one's perception of a brand. Having taken a few college tours lately, it is obvious to me that this is an area that can stand some attention and refinement at a few small colleges. Let me say that I am less than impressed with the tour guide that seems more involved in some Facetime conversation on his or her phone than are in providing real face time to the visitors (that's me) entrusted to them.

We all like to get a little validation now and then. It's nice to see that a well-respected, forward-thinking guy like Seth Godin shares our sentiment. In fact, he even wrote a book on the subject.

Now I'm not promoting that you read his book, but, if you're interested, here is a link to his blog on the subject of why size matters -


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