At this moment, there are prospective students who are the right fit for your college or university that are yearning for someone to engage them in discussion on questions that matter to them.  They may not even know they are waiting, but when they see you stimulating a dialog in their area of passion and inquiry, like a match to dry tinder, their interest will ignite.  And you will have begun to build a relationship that, because it is based on common interest, has intrinsic value and directed purpose.

So, how can you start this dialog?  A robust way is to connect online through a Discovery Microsite.  Here, the student has an opportunity to engage in a faculty-led discussion blog, connect to a professor, student or alumni, learn more about your distinct approach, and click to apply.

You can drive traffic to this site through online banner ads, Facebook or Twitter references, or through traditional print, radio, T.V. and outdoor media.

In future blog entries, we’ll talk more about how these work.  In the meantime, ask your current students about what issues they are most interested in; then ask yourself which of these topics most align with your core expertise as an institution.  When you find that intersection, you will learn where you should begin the dialog with your prospective students of fit.