I believe most people in the small college segment are in a situation where they know they need to engage in digital and social media, but are struggling for the resources to do so properly. Quite a bit of discussion about using student workers to help maintain Facebook accounts, etc.

I would say most of the people I spoke with are not counting cost per lead directly, as there appears to be less than ideal synchronicity between marketing, enrollment, and IT.

- jason

Our agency has been working with a small liberal arts college to comprehend their brand and then to segment and speak to prospective students. I second what you say and feel that you articulated it all very well.

What was the response from the marketers when you presented this material to them? Are they tracking cost per lead? Would be interesting to know. How do they integrate their digital presence with their recruiting visits?