The above linked article describes the changing landscape of college and university advertising directed at recruiting high school students. The article describes how a variety of universities in Ohio are altering their ‘direct to student’ advertising to fit the interests of today’s high schools students. The article begins by stating that universities are still continuing their regular mailing programs but those programs are directed at parents and are not tailored for the student.
Rob Spademan, assistant vice president of university marketing at Cleveland State University stated that 90 percent of today’s high school students are watching online videos and 25 percent are on mobile devices daily. These numbers are the reason universities are starting to spend tens of thousands of dollars in social media marketing to recruit ‘social media savvy’ high school students.
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