How to Conduct Effective Student Searches by Understanding Student Enrollment Preferences and Behaviors

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When students take the ACT they indicate their enrollment intentions by providing information on the type of college or university they wish to attend (two-year or four-year; public or private; large or small) and how far from home they are willing to travel. Using data on enrolled students from the National Student Clearinghouse, ACT is able to analyze actual enrollment behaviors compared with pre-enrollment intentions. When using the ACT Composite score in combination with enrollment preferences we can accurately predict behaviors; for example, our research indicates that about 20% of ACT-tested students enroll out of state and that about the same percentage enroll at private colleges and universities. In this webinar we will look at student enrollment preferences compared to actual enrollments and suggest ways you can use information on student ability and enrollment preferences to conduct more effective and targeted student search strategies.

Who Should Attend?

This webinar is geared towards enrollment managers, admissions and financial aid officers, and student services professionals responsible for recruitment efforts.


Michael Hovland, Ph.D.,
Principal Consultant, Enrollment Management Services
Conference Manager, ACT Enrollment Planners Conference
ACT, Inc.

Michael Hovland has been a teacher, enrollment professional, and consultant in higher education for thirty-seven years. He has conducted on-campus consultations at more than 120 two-year and four-year colleges and universities in the areas of student recruitment, student search, student retention, academic advising, market positioning and communications, and institutional effectiveness. In his current position, he works with all the enrollment management services at ACT, presents at national and regional meetings, collaborates on enrollment research, and consults with campuses on effective use of ACT data. He received a BA from Luther College, an MA from Northern Arizona University, and a PhD in English from the University of Iowa.


Lee Furbeck, Senior Associate Director for Admissions and Scholarships at University of Kansas
Director of AACRAO Transfer Conference

Additional information:

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Registration Cost: No Registration Fee

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For questions about the webinar please contact AACRAO at or call 202-293-9161.

Webinar held in Cooperation with: