Summary of Jeffrey J. Selingo's Who Gets In and Why
(eBook)

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    [title] => Summary of Jeffrey J. Selingo's Who Gets In and Why
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    [synopsis] => Please note: This is a companion version & not the original book.

Book Preview: #1 Bill Royall, the man who changed the way colleges marketed to teenagers, was hired by Hampden-Sydney College in 1988. He found that too many colleges waited for students to contact them instead of flooding the market with mailings to generate interest.

#2 Colleges and universities spend $10 billion annually on recruiting students, mostly with old-fashioned direct mail and email. Yet at its core, college admissions remains defined by rituals developed in the middle of the last century for a far smaller undergraduate population and students who tended to stay closer to home than their modern counterparts.

#3 As high school students learned about acceptance rates, they began applying to multiple schools to play it safe. This worried admissions officers, who were concerned about the growing hysteria over getting into college.

#4 Royall's company helped several colleges increase their admissions rates. He first became interested in direct marketing as a marketing tactic when he was a college student in the late 1960s. In 1992, he wrote a letter with excerpts from Bill Clinton's speech to send to Clinton supporters. It became one of the most successful political fundraising appeals of its time.
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