September 2, 2025

Dr. Kyle Brantley
Senior Vice President of Strategic Marketing & Communications

In today’s hyper-competitive enrollment landscape, student search remains one of the most powerful tools in a college or university’s marketing toolkit. While the cost of such an initiative may intimidate some, search continues to account for a significant portion of the enrolled class and is well worth the investment.

But simply purchasing names in your region isn’t enough. When guided by clear goals and sound strategy, search can do much more than pad your inquiry pool. It can help you identify mission-fit students, break into new markets, increase retention, and build a foundation for long-term enrollment health.

What is Student Search–Really?

There’s no one-size-fits-all approach to search. Each institution brings its own goals, brand, budget, and recruitment strategy to the table. But whether your aim is to grow a class, reach a new population, or improve mission-fit, every successful search strategy begins with one thing: clarity.

What are your goals? What volume of leads do you need? How will those leads convert through your funnel based on historical data? Your intended outcome should inform the shape of your search. Once those questions are answered, you can move confidently into the mechanics of a high-performing search campaign.

Sources: Are Your Name Buys Diversified?

One mistake we see often is over-reliance on a single name source. No one platform captures the full student universe, and each brings different strengths. That’s why we recommend working with multiple vendors to diversify your portfolio. Popular sources of names include:

• College Board
• Encoura (NRCCUA)
• College Bound Selection Service (CBSS)
• Christian Connector
• Appily, Niche, and others

Each vendor offers unique advantages. For example, if your primary market is in an ACT-dominant state, College Board names may offer limited reach. Likewise, some platforms allow you to identify students who have already expressed interest in your institution or others like it. These are golden leads, but generally are not enough. To build a robust pipeline, you’ll need to go beyond those “hand-raisers” and use filters to identify other high-potential students.

Filters: Are You Targeting the Right Students?

Search platforms offer an expansive range of filters to help you hone in on students who are most likely to engage and eventually enroll. The more intentional your criteria, the stronger your results will be. Common filters include:

• ZIP code or radius mapping
• GPA and standardized test scores
• High school type (public, private, Christian, charter, homeschool)
• Race/ethnicity (for diversity or mission alignment)
• Religious affiliation or interest
• Intended major or academic interests
• Extracurricular, leadership, and service involvement

The more thoughtful your filters, the better your conversion will be—not just in inquiries, but in eventual enrollments. Keep in mind, the goal is to connect with students who are most aligned with what your institution offers and who will respond to your message.

Communication: Do You Have a Robust Follow-Up Plan?

Today’s enrollment landscape is more ecosystem than funnel. Students are bombarded with messages from dozens of colleges, and they need multiple touchpoints before brand recognition or interest kicks in. This is why your search strategy must include a multi-channel communication campaign that’s:

• Clear. Is your message understandable and easy to act on?
• Cohesive. Does it reflect your brand voice and value proposition?
• Compelling. Is it different enough to stand out?

Print, email, and digital should all be part of an omnichannel search campaign. And remember—timing matters. Spread your outreach over a long enough period to build interest and awareness without overwhelming your audience. At CHE, our campaigns are behaviorally based, meaning students receive the right number of touches at the right time, depending on their level of engagement.

Also critical: have a plan for post-inquiry follow-up. That includes both automated flows that push next steps, like the application and/or visit, as well as personalized outreach from recruiters who can become a friendly face and voice for your institution and guide students toward next steps.

Smart Tactics to Maximize Search Performance

That’s not all, folks. Beyond these basics, there are a number of advanced strategies that can take your search to the next level:

• Buys should never be “one and done.” If you buy only once at the beginning of the cycle, you’re missing out on late test-takers and other students who emerge later in the year. Plan multiple buys throughout the cycle to ensure your list is fresh and your pipeline is active.
• Capture stealth interest. Many students will scan your emails and visit your website multiple times before filling out a form—if ever. Use web tracking tools to identify stealth visitors and retarget them with digital ads or communications.
• Don’t underestimate underclassmen. Students you engage as sophomores or juniors are more likely to engage down the road, especially if they’ve been nurtured and are familiar with your brand by their senior year. Devote some of your name-buy budget to these younger students.
• Utilize lead magnets. Encourage inquiry form submissions by offering helpful, student-focused resources. Think: “Top 10 Questions to Ask on a College Visit” or “5 Must-See Stops on CHE University’s Campus Tour (you won’t believe #4!).”
• Soften new markets. Planning to pioneer a new region? Prime the area by purchasing names in advance. Early exposure builds brand familiarity and improves your team’s chances of converting interest at college fairs or school visits.

Final Thoughts

Student search is both an art and a science. When guided by intentional targeting, strategic messaging, and well-timed follow-up, it becomes a powerful contributor to enrollment success. The key is not just acquiring names, but acquiring the right names, at the right time, and meeting them with the right message.

At CHE, we’ve been helping institutions maximize their search impact for over 25 years, leading campuses to record enrollment growth through data-informed strategy and meaningful engagement.

Need help in maximizing your student search? We’d love to have a conversation.