"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

KCollege.Access.ContactIf you are not a current Kalamazoo College student, faculty, or staff member, email dspace@kzoo.edu to request access to this thesis.
dc.contributor.advisorMacMillan, Amy
dc.contributor.authorCurtiss, Suzanne
dc.date.accessioned2014-03-08T22:48:23Z
dc.date.available2014-03-08T22:48:23Z
dc.date.issued2013
dc.descriptioniv, 92 pen_US
dc.description.abstractDue 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.en_US
dc.format.mimetypeapplication/pdf
dc.identifier.urihttp://hdl.handle.net/10920/29180
dc.language.isoen_USen_US
dc.relation.ispartofKalamazoo College Economics and Business Senior Individualized Projects Collection
dc.rightsU.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.
dc.title"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 Admissionen_US
dc.typeThesisen_US
Files