University Business - November 2006 - (Page 13)

U B E H I N D the NEWS For Early Admissions, an Unclear Fate WILL 2006 BE THE TIPPING POINT FOR THE END OF EARLY ADMISSIONS? This fall, a trio of elite institutions Harvard, Princeton, and the University of Virginia opted to end their binding early decision or nonbinding early action programs. E-Expectations The University of Delaware also stopped early admissions this year, while the University for 2007 of North Carolina at Chapel Hill put the kibosh on early decision in 2002. NOEL-LEVITZ HAS RELEASED A SEC- Elite institutions aren't the only ones with spotlights on them. Many universities offer ond E-Expectations report on what rolling admissions options to accept applications even before the start of the senior year. Mem- college-bound students are looking bers of the National Association for College Admissions Counseling voted in October to ban for when they visit college web- programs that offer admissions decisions before the middle of September, and to stop colleges sites. Executive Consultant Stepha- from setting application deadlines before October 15. nie Geyer says students have turned This was a very under-the-radar move that ultimately I believe our members hope will into secret shoppers who find out help provide the kind of clarity and transparency in the admissions process that will allow everything about a college from its people to keep it simple, says David Hawkins, director of public policy for NACAC. Still, website. As a result, students' first many officers plan to stick to their current application structures. contact at many colleges is coming University of Pennsylvania's President Amy Gutmann detailed her institution's stance in in the form of completed applica- a Washington Post piece titled Early Admissions Aren't the Problem. The debate over early tions. All the more reason that col- admissions, Gutmann wrote, is a distraction from a far more important matter: the urgent lege and university websites have need of all but a handful of colleges and universities to improve financial aid for students from to be up to snuff. low-income and middle-income families. Students' top expectations for But what of proof that early applicants do not typically apply for financial aid or come from websites are: self-service tools for low-income backgrounds? In UVa's current freshman class, for instance, of the 172 students exploration; authentic or real considered to be low-income only one enrolled through early decision. What we've found in content; and fast and easy ways to two years is that we've had very few students enroll through William Fitzsimmons, connect when they are ready. the early decision process and at the low-income level, says Harvard's dean of admissions The top four activities students John Blackburn, dean of admission at UVa. and financial aid. want to perform on websites haven't Andrew Fairbanks found similar statistics through his re- PHOTO BY KRIS SNIBBE/HARVARD NEWS OFFICE changed from last year: complete a search for The Early Admissions Game Harvard University financial aid estimator 88% ; use Press, 2003 . With co-authors Christopher Avery and Richard a tuition calculator 83% ; find an Zeckhauser, Fairbanks sifted through databases for 14 of the admission application 81% ; and country's 20 most selective IHEs. The results? At every school, request a campus visit 81% . The the decision to apply early had a significant effect on outcome. fifth most important activity this Despite that evidence Fairbanks believes most institutions will year is instant messaging an ad- keep early admissions to maintain enrollment yields. I am missions counselor 72% , up from not overly optimistic that this is going to lead to a widespread eighth last year. The ability to per- change. Caryn Meyers Fliegler sonalize a website jumped from 42 percent last year to 62 percent this year. Also of note, this year 59 per- SOUND BITE `W cent of students would accept a call e talk to students about our new dorms and our new on their cell phone; only 41 percent gym. Sometimes I feel like I'm doing a time-share sales ` would last year. pitch and all I need are balloons to complete the effect. See the complete report at www. noel-levitz.com. Ann McClure Bruce J. Poch, VP and dean of admissions, Pomona College Calif. , on college marketing. universitybusiness.com November 2006 | 13 Update.indd 13 10/24/06 9:38:56 AM http://www.noel-levitz.com http://www.noel-levitz.com http://www.universitybusiness.com

Table of Contents for the Digital Edition of University Business - November 2006

Table of Contents
College Index
Company Index
Advisory Board
Editor's Note
Stats Watch
People Watch
Sense of Place
Viewpoint
Marketing
Human Resources
Money Matters
Community Colleges
Wireless: The "n" is Near
TECH Central
Rising Stars
Coming Back from Katrina
Business Technology
What's New
Calendar of Events
Direct Connect
End Note

University Business - November 2006