About the Episode
About The Episode: In this episode of 'High School to Higher Ed: A Father/Daughter Perspective', hosts Emma and Kevin Cavanagh explore the college admissions process from a ninth grader's perspective. They discuss the early outreach from colleges, the influence of friends and family, the role of school counselors, and various platforms like Naviance and Niche that assist students in their college search. The conversation highlights the evolving landscape of college admissions and the importance of understanding how young people perceive these processes.
Key Takeaways
- Colleges begin reaching out to students as early as eighth and ninth grade to build brand awareness.
- Modern students are exposed to colleges through various platforms like Naviance and Niche, which help them explore career paths and schools.
- College marketing strategies have evolved, with schools using subtle approaches like lawn signs, college swag, and targeted digital advertising.
- Ninth graders are often more focused on building their academic and extracurricular profiles than choosing specific colleges.
- School counselors and family members play a significant role in guiding students through early stages of college preparation.
Episode Summary
Why Do Colleges Reach Out to Ninth Graders?
Emma kicks off the conversation by asking her dad, Kevin, why colleges start sending messages to students as early as ninth grade. Kevin explains that with over 6,000 post-secondary institutions in the U.S., colleges need to break through the noise. Starting early allows colleges to warm up students to their brand before they become serious about applying in their junior and senior years. This outreach helps ensure students aren't hearing about schools for the first time when it’s time to make application decisions. The early engagement strategy also builds a sense of familiarity, even if the student is not ready to make decisions just yet.
What Are Some Ways Students Learn About Colleges?
Emma shares that she’s learned about schools through various methods, from social media ads to college flags seen during vacations. Kevin expands on this by highlighting how subtle cues, like college flags in front yards or at football games, serve as soft advertisements, intentionally designed to get into students’ minds. This conversation highlights how colleges are constantly trying to find ways to reach prospective students beyond traditional methods, adapting to the habits of modern students.
What Platforms Do Students Use to Explore Colleges?
The episode dives into three platforms that have become essential tools for high school students exploring college options: Naviance, Niche, and Big Future by the College Board. Emma discusses her early experiences with these platforms, particularly appreciating the self-assessment tools in Naviance and the grading features on Niche that allow students to evaluate colleges based on what matters most to them. Kevin adds that while these platforms are invaluable resources for students, they are also powerful advertising tools for colleges, giving institutions a way to reach students in a more targeted, data-driven manner.
How Do Friends, Family, and Counselors Influence College Perceptions?
Emma shares how her peers and family talk more about preparing for college than about specific schools. The pressure to get good grades, build a strong resume, and be a well-rounded candidate is top of mind. Kevin points out that school counselors, although not bombarding freshmen with college information just yet, are key influencers. In fact, in Emma’s eighth-grade year, her school introduced her class to Naviance, marking the beginning of their formal college exploration journey.
The Role of College Marketing and Advertising
The episode wraps up by discussing the role of college marketing in shaping perceptions early on. From lawn signs to school counselors attending college tours, marketing has become a more subliminal yet strategic way to influence students. Kevin explains how platforms like Naviance and Niche serve dual purposes as tools for students and advertising vehicles for colleges, a reality that parents and students should be aware of as they navigate the college search process.
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