Higher education enrollment in the United States has declined 1.7% from 2018 to 2019, continuing its fall for the eighth consecutive year1. With prospective students increasingly expressing skepticism about the value of higher education relative to the cost, institutions face more pressure than ever before in attracting a shrinking pool of potential applicants.

Institutions must have an intimate understanding of students’ enrollment decision making processes so that they can differentiate themselves effectively in this state of heated competition. Access to this information can help institutions better recruit prospective students by highlighting how they deliver on the factors that matter the most, such as salary maximization, attractive delivery formats, and program flexibility.

To get insight into the factors impacting prospective students’ decisions, Hanover Research conducted a national survey of more than 1,000 current high school students who are interested in enrolling in an undergraduate degree program.

Download our report, National Prospective Student Survey: 8 Key Findings, for key recommendations collected from the survey, such as:

  • Maximizing awareness within a four-hour radius, and leveraging geomarket targeting to drive strategic recruitment outreach beyond the institution’s immediate vicinity
  • Providing a part-time enrollment option to attract students needing flexibility
  • Showcasing real-life examples of how your degrees contributed to alumni salary gains

Hanover Research