Posts Tagged ‘college costs’

[Video]: Resources You Can Use Now to Finalize ’17 and Ensure a Successful ’18

May 23rd, 2017

As summer approaches, enrollment managers and admission directors expand their focus to critical issues like professional development, marketing planning, research and pre-enrollment service initiatives. Meanwhile, many colleges are still in the throes of making their 2017 class.  According to the recently released NACAC College Openings Update, over 500 colleges and universities are still accepting applications from prospective freshman and/or transfer students for the upcoming fall term.

Wherever your institution falls on this wide spectrum of future planning, we have a number of free tools and resources available to you. On our website and YouTube channel you’ll find an ever growing list of admission counselor tutorials aimed at making your counselors even better at their jobs. You can also download the complete reports from our each of our national co-sponsored studies that dive deeply into the hot-button issues that impact your enrollment.  Subscribe to our YouTube channel to get even more. There you’ll find tutorials, up-to-date market data, and a wealth of actionable information to help you with your recruiting efforts, today and in the future.

Our most recent video (below) introduces you to the national co-sponsored higher education study we are launching now:  Emotional Motivators. This study is based on an old adage: “Facts tell. Emotions sell.” Students want and need facts and information about the colleges they consider. But their college selection decision will hinge on how they FEEL about the school they’ll ultimately enroll in. This study will tell you how they feel about you relative to the other colleges they considered (or chose to attend).

You should get in as a co-sponsor! There is still time. You can get a deeper level of insight on the pool of prospective students you were/are working for 2017 and get a clear understanding of how you were or weren’t tripping their trigger.

Be sure to check out our Counselor Training Tutorials. At the heart of our highly-acclaimed Interactive Counselor Training Workshop is a proven model of communication that counselors tell us is transformative. The model is simple and highly effective. Adopt this straightforward method and you will see greater success in your recruitment efforts. Our ever-expanding tutorial menu includes sessions covering these high–impact topics from the popular workshops we conduct at college campuses across the country:

Counselor Training Series Overview: Longmire and Company believes that the conversations between prospective students and the colleges they are considering can be much richer and more fruitful for both. Having rich conversations with prospective students provides you with a greater understanding of each student’s unique needs, preferences, motivations, and how they will make their college selection decision.


The Counselor Training Series is just the beginning of the valuable free video tools available to you. Again, check out our YouTube channel for more tutorials, powerful data from national co-sponsored studies and interviews with some of your peers.

As I mentioned earlier in this post, PLEASE consider getting involved in this new co-sponsored study we’re launching. You’ll benefit from it! Previous co-sponsors get involved year after year because it’s inexpensive and they get insightful and actionable information.

Email or call me if you are interested in how we can help. Continue the conversation on Twitter @LongmireCo. For more information about Longmire and Company and the tools we have to offer, click here. Be sure to subscribe to Versions of Conversion today so you can stay up-to-date.

Rick Montgomery is as an Enrollment Strategist at Longmire and Company. With over 20 years in higher education marketing, he brings an innovative and dynamic approach to helping colleges and universities meet their enrollment goals. Rick can be reached at 913/492.1265 x.708 or via email at

The Four Best Practices of Admission Counselors According to College-bound Students

May 16th, 2017

Just what are the traits of an exceptional Admission Counselor?  Google it and this is what you’ll find: Excellent writing and speaking skills, ability to relate positively to a wide variety of people, enthusiastic, organized, professional in appearance and demeanor, familiarity with technology and data driven systems, able to work both independently and in a team setting, excellent time management skills, and so on. All clearly important attributes for a role that has enormous impact on any college’s recruiting success. But what if prospective students were writing your job description? How would it be different from the stock descriptions you find in a standard job opening announcement?

Here are some clues: In a our co-sponsored study, The Relationship Dynamic, 38% of college-bound students said that their college admission counselor played a significant role in helping them form a relationship the college they chose.

In a separate study, The Value Proposition,” students were asked to identify and quantify the relative influence of specific interactions on their relationship with the college they selected. Across the board, the students rated social media in the neutral range whereas interaction with admission counselors rated much higher, demonstrating a far greater influence on enrollment.

What do students say counselors MUST do?

In our recently released study, Hidden Influences, over 18,000 prospective students are very clear about what they want from a counselor.  Topping the list:  Answer their questions. ALL of their questions, completely!

While this may be impossible in a practical sense, students have a very high expectation that counselors have an answer for their every question. They expect counselors to be knowledgeable about issues relating to cost, financial aid, history of the institution, outcomes, deadlines, classes required for specific majors and so on.

Don’t say, “I don’t know.”  Instead say, “I’ll find out.” And do it!

If the counselor cannot answer a specific question they expect the counselor to find the answer and get back to them in a timely manner.
Students say they develop a strong affinity for a counselor who is well-informed and responsive. It is a key ingredient in their formation of a relationship with the college as a whole and it is influential in college selection.

On the opposite end of the spectrum, students voiced their frustrations with counselors who are unable to answer questions and cited examples of counselors who actually avoided questions and requests for information that fall outside the most basic.

Many students shared experiences where a counselor had given them information that they later discovered is “wrong” and “inaccurate.”  And, students have a very low tolerance for counselors who respond to specific questions with “vague” answers and information.

What qualities do top-notch admission counselors have that lead prospective students to enroll?

  1. They are knowledgeable and responsive. They know the answers to every question about their school, campus, costs, loans, scholarships, etc…  And, if they are asked a question that they don’t have an answer for, they find out fast.
  2. They demonstrate a sincere interest in the student.  They get to know the prospective student as an individual and understand his or her particular needs, preferences and motivations.
  3. They connect the student to people, places and activities that will create excitement about the college. Because they have mastered #2, they know just who those people, places and activities should be.
  4. They make sure to let the students know that the college is interested in them.  They make the student feel wanted.

Here’s what admission counselors need to know.

You know that a student’s college selection is tied closely to the strength of the relationship they build with a college over time. And, you know that creating relationships is a multifaceted, nuanced and crucial part of student recruitment.  But do you know this?  Your role is crucial. You are a powerful motivator when you use all of the tools available to you.

We help colleges and universities with their recruiting efforts every day. If we can help you, please let me know. If you’ve thought about helping your staff with professional development, now is the ideal time to train and motivate your staff. Email or call me if you are interested in how we can help. Continue the conversation on Twitter @LongmireCo. For more information about Longmire and Company and the tools we have to offer, click here. We will be sharing more key insights from our studies so be sure to subscribe to Versions of Conversion today so you can stay up-to-date.

Rick Montgomery is as an Enrollment Strategist at Longmire and Company. With over 20 years in higher education marketing, he brings an innovative and dynamic approach to helping colleges and universities meet their enrollment goals. Rick can be reached at 913/492.1265 x.708 or via email at

Understanding How A Student’s Emotions Drive College Selection

April 25th, 2017

Facts_Tell_520x272When prospective students are searching for a college they have a lot of questions. They need information. They need to know about programs, costs, opportunities and time frames. They seek facts.

Prospective students need facts but their college selection decision is most often going to hinge on how they feel about their chosen college – and those they rejected.

Most colleges know this. They experience it in every recruiting cycle. They hear students say, “I enrolled here because it felt like home.” Or, “I loved the campus atmosphere.” Or, “I felt like I belong here.

Here’s what colleges DON’T know: Exactly what makes a campus feel like home? What makes for a great campus atmosphere? What makes students feel like they belong? What triggers a student to declare that this college, above all others, is the right fit?

Longmire and Company’s just-announced national co-sponsored higher education study has been launched to explore – in depth – the topic of emotional motivators in college selection.

Colleges know that these emotional motivators exist. They just don’t have clear and precise data about what makes students feel a particular way and the relative impact those feelings have on enrollment decisions. We will be taking a deep dive into this topic in our latest co-sponsored study, “Emotional Motivators: How to increase and control your enrollment by getting a deep and accurate understanding of how students really feel about your college.”

This groundbreaking study will explore how students feel and, more importantly, uncover why they feel that way, to give you a deeper understanding of the students you’re trying to recruit. The actionable insight yielded by this study will give you greater control over your conversations with prospective students, better ability to craft sharper mass marketing messages, and more direction to design highly productive campus visit experiences. Unlike any other higher education research to-date, Emotional Motivators will explore the emotions and perceptions that factor into the college selection process. This study, like our previous co-sponsored studies, will provide you with actionable information you can use immediately and effectively.

We hope you will join a prestigious list of co-sponsoring colleges and universities, large and small, and participate in this study. Co-sponsors find our studies valuable because of the wealth of new insight they gain about their individual pools of prospective students – insight they can use to drive action and change.

As a co-sponsor you receive a comprehensive set of tabulations relating to your pool of students, as well comparative data of others in your cohort and other market segments. You’ll also receive the national summary report before its widespread release.

In addition, Longmire and Company Enrollment Strategists will prepare and deliver a fully-customized webinar to review your individual findings and offer recommendations for specific actions you can take to improve your communications, conversations and interactions with prospective students. For these webinars co-sponsors often assemble staff from admissions, marketing, financial aid and faculty to benefit from the new perspectives, ideas and actions that these studies yield.

We have been told many times by colleges that the webinar alone is worth the small cost of getting on board!

What You’ll Learn From This Study:

  • Are student feelings about you in line with what you want them to be?Emotion study box
  • Positive and negative feelings students have about a wide variety of attributes and characteristics of your college.
  • Positive and negative feelings of other colleges they’ve considered.
  • The relative influence of student feelings in college selection.
  • How admission counselors can effectively uncover and respond to the feelings of prospective students.
  • How prospective student feelings can be captured and categorized for use in mass communications.
  • How to have richer, more productive conversations that will lead to enrollment.

It can be very expensive for an individual college or university to do the scope of research needed to get the answers and insight we get. But by co-sponsoring with other institutions you get the best of both worlds: Data and insight about your pool of prospective students coupled with a national picture, resulting in a very comprehensive study for a fraction of what it would cost to do it on your own. These studies are affordable at just $2,975 (all inclusive) per institution.

I hope you’ll join in and be a part of this important new study. You’ll be glad you did.

For more information or to reserve your participation in this study, contact Rick Montgomery (913) 492-1265 ext. 708 or (, Nick King (913)492-1265 ext. 711(, or me at (913) 492-1265 ext. 709 ( Colleges are signing up now so we encourage you to contact us soon if you are thinking about participating. CLICK HERE FOR COMPLETE INFORMATION.

Continue the conversation on Twitter @LongmireCo. Be sure to Subscribe to Versions of Conversion today so you don’t miss any of this highly-valuable information.

RHL_Photo_100x100Bob Longmire is President of Longmire and Company, Inc. He is a recognized expert on the topic of how prospective students and parents form their college selection decisions – and how colleges can use that knowledge to grow and control their enrollment. He can be reached at (913) 492-1265, ext 709 or at Connect with Bob at Linkedin/in/boblongmire.

Yes, Students Break the Promises They Make to Colleges. Here’s How to Change That!

April 18th, 2017

Do the students you are recruiting have “commitment issues?” As in, telling you they will attend an event but actually being a “no-show,” or promising you that the necessary paperwork is on the way when it actually never arrives?I promise graphic

Whether it’s completing an application, sending in transcripts, attending an open house or taking a campus visit, students frequently make promises to colleges that they don’t keep. With our latest co-sponsored study, “Hidden Influences: Revealing the unspoken perceptions that perspective students have about your college and why it matters in your ability to grow and control your enrollment,” we tackled the question of why students will make and, then break, a commitment to a college.

The 18,000 college-bound students participating in the study frankly admitted that broken promises are part of the college shopping process. In fact, 30% of students say they will make a promise that they know they are unlikely to keep.

And they are equally honest about why they tell a college one thing and do another with 79% attributing their broken promises to wanting to “keep my options open.”  Another common reason, shared by 61% of students nationwide, is that they “thought there might be a possibility of keeping the commitment.” For the most part, the wide-ranging responses demonstrate that most students will seek the path of least resistance. What they do not want is anything resembling a confrontation with a college representative.

Recommended Strategy:  Change the way you ask!

Not only are missed deadlines and broken commitments frustrating to college admission teams, they are confusing. One admission counselor recently summed it up like this, “When a prospective student doesn’t show for an event or complete paperwork on time, I don’t know what that means. Are they no longer interested in us? Did they forget? Is there some other issue at play?” committment chart

Typically, admission counselors ask prospective students binary questions such as:

  • “Are you going to make it to the open house on Saturday?”
  • “Will you be able to get those forms to us by next Wednesday?”

To the student a “yes” answer means “discussion closed” whereas a “no” could lead to an extended discussion, which in their minds, means a confrontation.

Instead, use an open approach:

  • “How likely are you to make it to the campus visit on Saturday?” 
  • “So, on a scale of 1 to 5, how likely are you to come to our open house next week?”
  • “Is there anything getting in the way of you completing your application by Wednesday?”

This technique is far more likely to uncover any barriers that might be keeping the student from attending your event such as a scheduling conflict or transportation issues. Barriers you may be able to help the student overcome once they are identified. The same techniques can be used to qualify any commitment you are asking of the student and can be used by any member of your team. And, this technique can be integrated into your email and text communications as well.

SACAC LogoJoin us for our presentation of the “Hidden Influences” study on Monday, April 24 (9:45 am) at the TACAC/RMACAC/SACAC Super Conference in San Antonio. Bob Longmire, and study co-sponsors Jeffrey Fuller, University of Houston, and Troy Johnson, University of Texas – Arlington, will share their unique insights on the data and the best practices they have uncovered.

We are preparing to launch our next study!

Each year our national co-sponsored studies attract even more colleges that want to “get in” on the new and different insights we give them about their prospective students and students nationwide. If you’d like information about the topic of our next study, and the benefits you receive as a co-sponsor, be sure to CLICK HERE now to be alerted soon when we put together our next group of co-sponsors.
You can also CLICK HERE to receive an advance copy of the Hidden Influence study report prior to its national release.
Continue the conversation on Twitter @LongmireCo. Be sure to Subscribe to Versions of Conversion today so you don’t miss any of this highly-valuable information.

RickMontgomery_100x100Rick Montgomery is as an Enrollment Strategist at Longmire and Company. With over 20 years in higher education marketing, he brings an innovative and dynamic approach to helping colleges and universities meet their enrollment goals. Rick can be reached at 913/492.1265 x.708 or via email at