It has been my experience that retention is similar to someone shopping at a chosen store. If you maintain that customer, then they have bought into what you are selling. When you lose a student, just like when you lose a customer, they no longer are interested in your product. Even though at this time it can be difficult, you have to find out why.
What are the characteristics that should be used to define the current population? Age, household income, level of interest, academic record?
There are a lot of ways to define students. Of course the next challenge is finding a way to connect with people who fit the profile.
Would it be a problem if the student population become too homogeneous?
I agree! :) If it is working with your current population, find other new students who will fit in with this population as well! By enrolling a student, we make a committment to them. It is our job to provide them with every single resource we can for them to be successful. Although I understand we need new students coming in the door, just getting them here doesn't necessarily help them. We need to work with them, invest in them, to insure they are successful.
Seems pretty obvious, doesn't it? Wish that was the case. We seem to be more interested in finding the next best way to attract students without really considering the outcome.
Studying successes is a good start to developing an effective and productive marketing plan. Referrals from successful students can be a very powerful recruiting tool.
Any other thoughts?
Consequently,this should be the way we design marketing campaigns for new students. Profile the current population and fine others just like them. Addtionally, schools should learn the basic law of retention in any environment, it's more cost effective to put resources behind keeping current students than to find new ones.
