RECRUITING STRATEGIES FOR WOMENS COLLEGES

This paper suggests and examines methods for women's colleges to comba t the trend of declining numbers of applicants. The research indicates that the strategies of using single-gender market niche as a means of differentation, and parental influence as a means of promotion are ef fective methods for reaching and persuading prospective students. A re view of strategies currently in use by a number of women's colleges in dicates these important marketing methods are being underused and, in some cases, intentionally eschewed.