"Going Social" How to Positively Influence the College Choice Decision of Best-Fit Admitted High School Seniors : A Social Media Marketing Plan for Kalamazoo College Office of Admission

Abstract

Due to increased competition among higher education institutions for best-fit students, college admission offices are turning to social media to differentiate their respective institutions' competitive offerings. Based on competitive analysis and market research, this paper provides recommendations for how Kalamazoo College Office of Admission can better capitalize on social media to positively influence the college choice decision of best-fit admitted high school seniors. The marketing strategy calls for effective communication of student life unique to Kalamazoo College and the leveraging of compliant and consistent brand positioning through extensive social media engagement. The marketing plan recognizes financial constraints, and is designed to be implemented over a three year period, supplemented with yearly evaluations and focus group feedback.