Who? Descriptor PLUS. Descriptor PLUS helps you:

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2 Who? Descriptor PLUS Built with data from millions of students, Descriptor PLUS is a geodemographic tagging service that provides descriptive information about your prospects based on unique neighborhood and high school clusters. You can learn who your prospects really are and how they are apt to progress through the enrollment process, and then customize and target your communications and make decisions accordingly. Their addresses and high school codes are all you need. In addition, once you know who you are looking for, names can be selected in Student Search Service (SSS ) by cluster and all your output is already tagged. Descriptor PLUS helps you: Boost your marketing return on investment by segmenting your audience to facilitate focused communication with prospective students Attain your enrollment goals by shaping your class profile Increase diversity on your campus by enabling you to target hard-to-attract populations Achieve your financial aid objectives by giving you additional information to make more strategic awarding decisions

3 Where? Enrollment Planning Service (EPS ) EPS is an online data analysis tool that pinpoints where your most promising high schools and geomarkets can be found. With the click of a mouse, EPS provides comprehensive reports on your markets, your position in those markets and your competition. It also shows the places where more students like those you seek to enroll can be found. EPS integrates with Student Search Service and helps you precisely search for students who are likely to be the most interested in your institution. Powerful Integration Data integration means a more efficient and influential recruitment process. With EPS, you can analyze student data to: Increase your travel return on investment by visiting your most promising geomarkets, states, counties, zip codes and high schools Save money on direct mail by only contacting prospects who are more likely to be interested in your institution Know your competition so that you can plan and strategically communicate with prospects Student Search Service (SSS): Build your prospective student base using Descriptor PLUS clusters and EPS geomarkets. Enrollment Planning Service (EPS): Analyze where your most promising prospects are and search more effectively. Descriptor PLUS: Determine the types of students you want to target and then search and shape your messages accordingly.

4 Success Story University of Dayton Prepares for Demographic Shift With an enrollment of over 7,100 students, the University of Dayton knows firsthand the power of combining EPS and Descriptor PLUS with SSS. When Sundar Kumarasamy arrived at the University of Dayton (UD), he knew the demographic shift in high school students would dramatically affect the number of students UD draws from its primary In 2010, with the help of these tools, the University of Dayton exceeded every enrollment goal that it was presented with, including increasing its enrollment by 22 percent and enrolling the largest and most academically qualified class in the institution s history. To read how the University of Dayton used these tools to achieve success, visit markets. We are trying not only to maintain a strong hold on our primary markets, but also grow in our secondary markets, said Kumarasamy, vice president of enrollment management. We also want to grow in new areas where students who have similar characteristics [to those] of our current student body might not know about UD. He realized early on that should UD lose any of its share of the projected high school students in Ohio, they would have to expand nationally and saturate key markets in order to diversify. In 2006, the university started using SSS and EPS more aggressively in order to change the status quo. UD also purchased Descriptor PLUS to provide the assurance that the university was selecting the right students and opening the door for recruitment fit. Using SSS, EPS and Descriptor PLUS allows us to focus on particular characteristics of prospects like academic quality, geography and family income that correspond with the historical data of our current students, said Kumarasamy. By knowing this, we can accurately communicate to turn targeted prospects into applicants. UD maximizes SSS, EPS and Descriptor PLUS by not only using each tool to its fullest extent, but also using Descriptor PLUS and EPS to refine the university s SSS orders. Using all three together in 2010 allowed us to generate a higher percentage of qualified applications, allowing us to increase applicant yield and expand our domestic and international markets, said Kumarasamy. enrollmentsolutions@collegeboard.org Read the entire case study at

5 Pinpoint who your best prospects are and where they are most likely to be found with Enrollment Planning Service (EPS) and Descriptor PLUS. Then, use Student Search Service (SSS) to contact them. Enrollment Planning Service (EPS) and Descriptor PLUS both integrate with Student Search Service (SSS ) to let you find the students who are right for your institution. SSS is a powerful, economical student search tool that allows you to recruit qualified, college-bound prospects from all backgrounds. With SSS, you can shape your incoming class by conducting customized searches at any time and effectively reach students by mail or with targeted communications. Since its launch in 1972, SSS has grown to become the largest, most effective recruiting and admission search tool in the field today. Each year more than 6.3 million students 4.5 million with addresses and 1,000+ colleges and universities participate in SSS.

6 Learn how you can take your recruitment to the next level For a short online demonstration of EPS, please visit: enrollmentsolutions@collegeboard.org 2010 The College Board. College Board, EPS, SSS, Student Search Service and the acorn logo are registered trademarks of the College Board. inspiring minds is a trademark owned by the College Board. All other products and services may be trademarks of their respective owners. Visit the College Board on the Web: 10b-2535