The Deceptive Marketing Tactics Used by Colleges and Universities

Are you drowning in college marketing materials? Every time you check your email or your mailbox, are you greeted with shiny brochures filled with beautiful pictures of campuses and students hanging out? While it’s certainly flattering to receive personalized marketing materials from colleges and universities, it’s important to understand that these materials are simply marketing tools. Just because you’re receiving these materials doesn’t necessarily mean the school is actively trying to recruit you.

Many universities and colleges buy student information from organizations like the College Board. With this information, they’re able to personalize their outreach efforts and send you enticing language that may make you feel like acceptance is a sure thing. They might commend your high GPA or great test scores, but these are just tactics to get you to apply. Colleges want as many students as possible to apply, even if they don’t plan on increasing the size of their graduating classes. The more students they can reject, the more selective the school looks, which can increase their ranking on lists like the U.S. News rankings.

It’s important to remember that these marketing materials aren’t just targeting you – they’re marketing to thousands of other prospective students as well. While it’s certainly fine to apply to schools that have sent you marketing materials, it’s important not to rely on these materials as an indicator of acceptance. You still need to work hard in your classes, study hard for standardized tests, and put together a stellar college application.

So, if you’re feeling inundated with college marketing materials, don’t let it go to your head. Keep working hard and putting together the best application possible. While the marketing materials may make you feel like you’re already in, the truth is that acceptance isn’t a sure thing until you’ve received that coveted acceptance letter.