Academic libraries, institutional missions, and new student recruitment: a case study

Emerald Insight

“When it comes to college and university admissions marketing, focus groups of high school seniors conducted by the Education Conservancy in 2007 found that “students dislike disingenuous college recruiting” and are put off by institutions’ “generic marketing materials.” More tellingly, students complained that “colleges should try less to sell themselves and more to act interested in students and in education” and concluded that “colleges say they are unique, but they all sound the same”