Special Report May 09: US Universities

Welcome to the latest Pearlfinders special research report, a quarterly feature in which we dedicate our research expertise to gaining insights on topical marketing issues.

After our report in February detailing marketing plans for many of the advertisers who placed spots in Super Bowl 43, we've turned our attention to the top fifteen colleges in the US.

Compiled from the US News & World Report national universities rankings, we've been speaking directly with marketing, comms and fundraising decision-makers from most major colleges about their strategies, and what they're looking to do in the future.

For all prospective students and their families, choosing a college is a daunting challenge. With annual fees for all the colleges we've researched above $34,000, it's more important than ever for colleges to communicate with prospective students - and alumni - in the most effective ways.

It's not unusual for parents to visit five or six colleges with their kids when determining which is most suitable for their particular interest and financial circumstance. As such, colleges have to make sure they're reaching them in the best light - whether it's during their walk around the campus, at that final deliberation around the dinner table, or years before, by engaging teens online.

We've discussed issues with decision-makers in all areas of marketing within the college system: from the admissions strategy targeting prospective students, to managing relationships with commercial institutions and policy-makers, to communications with alumni and fundraising campaigns to donors.

A common theme is that although these large institutions aren't struggling financially, internal teams are so protective of the brand that they're more open to consultants and project-based outsourcing, than contractual relationships. They don't prioritize brand building - instead, their goal is to reach more diverse audiences.

Many told us their challenge is to engage more families interested in financial aid. The system is more complicated than ever, and universities this high-profile can find they struggle to attract students daunted by the process, or by perceived costs.

Below, you'll see links to our reports. Click on the college name and log in to the Pearlfinders website. And don't forget to check whether your alma mater is featured - this could be a good opportunity to get back in touch!

1 - Harvard University

· Cambridge, MA

2008-2009 Tuition and Fees: $36,173 2007 Total enrollment: 19,257 Fall 2007 Acceptance rate: 9.2 %

Pearlfinders spoke to Faculty of Arts Assistant Dean & Director of Comms

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Special Report May 09: US Universities

Special Report May 09: US Universities