To attract high school students effectively, universities can use the Marketing Mix, which includes four important parts: Product, Price, Place, and Promotion.

1. Product

• Academic Offerings: Show off special programs, especially those in high demand. In 2023, jobs in STEM fields (science, technology, engineering, and math) make up 86% of job growth, so these programs are very attractive to students.
• Campus Life: Highlight fun activities and campus facilities that interest high school students, like sports, clubs, and social events.

2. Price

• Tuition Strategies: The average cost of public university tuition is $10,740 for in-state students and$27,560 for out-of-state students. Universities should focus on their financial aid options. In 2021, 85% of first-time college students got some form of financial help.
• Scholarship Opportunities: Make sure to share information about scholarships based on student success and need. About 63% of students think that the cost of college is a big factor when choosing a university.

3. Place

• Geographic Reach: Build connections with local high schools for campus visits and info sessions. Research shows that 43% of students prefer universities close to home, which can help with recruiting.
• Online Presence: Create websites that work well on phones and run social media campaigns on platforms popular with students, like TikTok and Instagram.

4. Promotion

• Targeted Advertising: Use data to understand what different groups of students want. This helps universities create personalized marketing. For example, 78% of students like when they receive messages made just for them.
• Engagement Campaigns: Organize workshops and webinars that share what college life is like and what kind of careers students can have after graduation. A study found that 70% of students connect better with universities that offer interactive experiences.

By using these strategies, universities can make themselves more appealing to high school students and increase their enrollment rates.