The Nexus of Public Relations, Recruitment, and Enrollment
Purpose Statement:
The purpose of this action research project was to determine what elements were most important to potential students and their families when choosing a high school and to determine how best to communicate information to students and families regarding these elements at Marian Catholic High School.
Research Questions:
- What primary reasons or “pull factors” compelled students and their families to decide to take the Marian Catholic entrance exam in January of 2013?
- What factors affected or influenced students’/families’ knowledge of and perceptions of these pull factors?
- What effect did direct marketing and publicity efforts in the summer and fall of 2012 have on the number and scope of students taking the entrance exam in January of 2013?