This week marks the 87^th Annual Academy Awards Ceremony, commonly referred to as “The Oscars.” Over 40 million of us are expected to be glued to our televisions, soaking up all the Hollywood glitz and glamour. We know that you have much more important events on your radar right now like organizing dynamic campus visits for your Class of 2015 recruits, but maybe you can do both!

Perhaps Oscar can teach us all a few things about giving Red Carpet Treatment to prospective students and their parents that will make those visits, and all of our interactions, more memorable.

A recent nationwide study conducted by Longmire and Company of nearly 5,000 prospective college students and parents showed that 53% reported that their decision to enroll in a given school was heavily influenced by the level of service they received during the “college shopping” process. The study found that poor service delivery, across any brand touch point, often outweighs other important factors, including strength of academic programs, faculty reputation and even the financial aid. Students and their families believe that the type of service they receive during the college selection process is indicative of the overall service culture of the institution.

Colleges and universities, large and small, public and private, are taking this to heart and adopting a more student-centric approach to campus-wide service, especially during the college shopping process. Our Service Quality Management assessments are industry-fresh and reflect the current demands and expectations of students and parents both pre- and post-enrollment.

Here are a few Oscar-worthy concepts you may want to implement.

Roll out the Red Carpet

One of the highlights of Oscar night is the red carpet entry. Many colleges have designed a special welcome to give their campus visitors that superstar experience. Some have assigned parking spaces and personalized welcome signage. Seeing your name in lights, so to speak, is always a thrill and a sure way to make sure that student knows how important he or she is to you. We know of one college that actually has the parking detail prepped with individual knowledge about the incoming students so that each is met with a customized greeting when they enter the parking lot; “Welcome, Joe, I heard your high school band had an amazing performance at the Rose Bowl this year with you playing the trumpet.”

Don’t Miss the Photo Op

Hollywood knows the importance of a well-timed picture and you can, too. A photo of a prospective student with the school mascot or at a college landmark that they can take home with them at the end of the day, or is mailed the following week with a (handwritten, perhaps?) note of thanks, can have a great and lasting impact.

Rub Elbows with Celebrities

Even Hollywood celebrities can be star-struck when they get the chance to rub-elbows with the actors, directors and producers they have always admired. Make sure your prospective students get to socialize with your campus “celebrities,” too. For Joe, the trumpet player, the celebrity list might include the band director and another trumpet player. The aspiring journalist would most likely enjoy a visit to the school’s newspaper office. Your current student population, your faculty, and the college administration is full of celebrities—enlist their support.

SWAG

Nominees at this year’s Oscars will reportedly get $160,000 in gift items each. If that seems a little rich for your budget, don’t despair. You can leave a lasting impression with your recruits for a whole lot less. Backpacks, t-shirts, mugs, fresh-baked cookies with your logo are just a few of the myriad of items that can be given as a take home gift. Most importantly, make sure the SWAG is meaningful and will invoke the positive memories that you have worked so hard to create. Another Oscar-worthy tip: get local businesses to help defray the cost. Is there an area bakery or candy company who would like to provide goodies for the exposure? You don’t think that the Academy pays for all that SWAG, do you?

Karen Full is a highly-respected higher education professional who has held positions in admissions and enrollment management at several institutions in the Midwest and Florida. With her vast experience working with large and small, public and private colleges, Karen brings a valuable perspective to her role as an Enrollment Strategist at Longmire and Company.

• Previous Entry: Yield Enhancement Series: Is Your Admission Team Primed for Success?
• Next Entry: Yield Enhancement Series: Improve Pre-enrollment Service for Greater Yield