1. Clark University
Online College Search Plan
April 22, 2009

2. The Search Process
Parents &
Students
Princeton UCan- USA.Edutim
Peterson’s
CollegeBoard USNews CTCL Zinch Naviance NCES facebook Google
Review network e
Q: Does the content and
experience give prospective
students and their parents
what they want/need from
the school website?
Stealth
Applicants
ADMISSION

3. Comparable Schools

4. Market
• More students enrolling than ever
• Parents much more value conscious (Is our school worth
it?)
• Key is to differentiate
• Everyone is responsible for advancing the mission
• The internet has had the biggest impact on the college
application process recently

5. Market
• 67% of undergraduate institutions used or planned to
use a paid search
• 57% of college-bound students use the World Wide Web
to research colleges and universities
• Generation-Y is looking for an instantaneous yet
personalized approach to the college search
• A recent survey in MA found that more than 90% of
students interested in attending four-year colleges use
“matchmaking” sites in their search
• Colleges now use social media to reach their target more
than Fortune 500, and Inc. 500 Companies
• “Stealth Applicants”

6. Recommendation
Analyses of the ten target sites showed that the websites
which may act as incubator for Clark’s developing brand
are somewhat limited. Most of these important referring
sites do not allow the flexibility to shape the university’s
image. The university aims not only to differentiate itself
from other schools, but to spread the word. Based on
careful online research we found opportunities to market
the Clark brand at five different websites; Zinch.com,
Google.com, Facebook.com, Princetonreview.com,
and Petersons.com.

7. Recomendation

12. Clark Voices

13. Join Clark Facebook Page

14. Bring Clark materials back to your
high school

15. Send us feedback about the website and
your ideas to advertise the Clark image at
138 Downing St
Monday-Friday 8:30 a.m.- 5 p.m.
Phone: 508-793-7441
Fax: 508-793-7565

16. Become a Clark Marketer