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Marketing Intelligence Report

Report I   •   October 27, 2010

How Freshman Applicants Heard About UHV

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In November, the Marketing Department added a question to the freshman application to help give us insight regarding how prospects learned about UHV. Below is an overall ranking of the top-performing sources from applications submitted between November ’09 and August ’10. 1300 students are represented in the findings.

Top six methods applicants identified as being the source that led them to UHV

  • #1 – Word of Mouth
           (up to 53% of respondents in a given month)*
  • #2 – Direct Mail
           (up to 41% of respondents in a given month)
  • #3 – Recruitment Event
           (up to 19% of respondents in a given month)
  • #4 – Google Search
           (up to 21% of respondents in a given month)
  • #5 – Self-Initiated Inquiry
           (up to 17% of respondents in a given month)
  • #6 – E-mail Message
           (up to 11% of respondents in a given month)

*Word of Mouth - All marketing/recruiting tactics, including PR, influence this response.
Note: Percentages will not equal 100% due to the participant’s ability to select more than one factor.


UHV Competition

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A second question was added in March to help identify where else freshman students were submitting applications. Each student applied to three institutions (including UHV), on average. The top four schools that received the most applications are listed below. 691 students are represented in the findings.

Top UHV Competition – Other Texas, Four-Year Public Universities

  • #1 – University of Texas at San Antonio
           (15% of students)
  • #2 – Texas State
          
    (nearly 12% of students)
  • #3 – Sam Houston State
           (10% of students)
  • #4 – University of Houston main campus
          
    (9% of students)

It is interesting to note that more than 42% (292) of the students also applied to a Texas community college. Also, nearly one-third applied to private universities.