As I attended my first NACAC conference last week (National Association for College Admissions Counselors) I was struck with all the tools for targeting prospective students. From direct mailers based on SAT scores to lead generating portals to new sites popping up that mimic a Match.com approach, colleges and universities are being bombarded with ways to reach out to prospective students. Then throw in social media - and one can easily begin to feel overwhelmed. These admissions teams are already some of the hardest working people in higher education!

I was particularly interested in one admissions counselor who discussed how simply redesigning an application led to more applicants. Amazing! A change in design affected the results? The old adage still holds true, it’s quality over quantity, and in many cases - good design and usability = better quality.

While the reach of these schools continues to be very important, the “way” they reach out is of equal if not more importance. As admissions staffs fight against a rising tide of tuition and travel adverse families, with students tossing viewbooks in the recycling bin with growing disdain, how will they make sure they connect?

It will still boil down to one basic element, marketing. It is the marketing (the “usability”, the tone, the feeling), that will make the lasting and compelling connection, and using the right media to send out these marketing messages must also be strategically approached. The NACAC keynote speaker Nancy Giles couldn’t have made a stronger case when she shared this quote from Maya Angelou. “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel”.

So my advice? Before you begin blasting out your materials, and watching your admissions counselors hit the road, take a good long look at your messages. What are you saying about your school? Are you making a compelling and unique case that will connect with the right students in the right ways? Do you know how you will be making these students feel? Because the way you make them feel is the thing they will remember.