Here is the marketing strategy Tulane has employed as I see it. I think it fits with both their stated overall strategies, tactics used, and the results.</p>
<p>Tulane decides in 2002, I believe, to start offering the free app. I might be off a year or so. Anyway, as they tweak the execution of that plus the priority app to the better students, they start to really hit a lot of students that are thinking Duke, Vandy, WUSTL, Chicago, some Ivies, etc. Many of those students ignore the offer to apply, but many say “Hey, it’s free, it’s easy, and it’s New Orleans. I have heard of Tulane, I’ll take a look on the web a little.” They apply when without the free/priority app they would not have, and within a few weeks to a couple of months they get their acceptance along with a great 4 year scholarship offer. So now Tulane has achieved key point #1, hooking their interest. Then that student puts Tulane on the visit list and for most students, the campus and the area are a huge plus. Tulane shows well. Many students feel like they could “go there” and really like it. Key point #2 achieved. Then the student starts to get the acceptances/rejections from the other higher ranked schools, and their FA packages. Tulane is looking even better in many cases. In the end, when all the dust settles, a certain percentage of those students that would never have submitted to Tulane and got into Emory, Duke, WUSTL, some Ivies, etc. choose Tulane. Key point and actual goal achieved. Maybe it is 5%, maybe 10%. I don’t know. But the increasing scores delineated by Benetode shows that it is indeed working. (Note: this refers to the fact that average SAT scores at Tulane have risen something like 100 points, maybe even as much as 130 in the last decade)</p>
<p>Now add Katrina to the mix. An unforseen and potentially carestrophic event for Tulane, it in fact seems to have struck a chord with a huge number of students that become enamored with the idea of rebuilding an entire city. They love the service requirement Tulane institutes and the chance to really make a difference. After a pause of a year, probably for people to feel sure Tulane and New Orleans really were coming back, applications surged. There may have been other factors, but I think this was a big one.</p>
<p>Now as Tulane gets more good publicity (Time Magazine, Carnegie Award, etc.) and focuses on supporting those top flight students more than in the past (e.g. a person in the Honors Program dedicated to getting students Rhodes, Goldwaters, Marshalls, and other prestigious fellowships), they are trying to build for the future by reputation.</p>
<p>As an aside, there have been some people that have decried the lower admissions rate as a byproduct of these tactics. I think that is true. However, those same people like to point out that the yield is around 15%, which is also low. But both are part and parcel of the same tactical methods employed to achieve their strategic goal of getting higher quality classes of about 1500 students. Can’t have it both ways. Besides, as I have said before, getting a yield like a WUSTL’s or Duke’s (Note: 33% or so) would be a total disaster. 1,634 and counting is already too high (Note: Tulane ended up with an incominig class for Fall 2010 of about 1680. far exceeding their goal of 1500-1550). Good thing that new dorm will be done for fall of 2011. Anyway, Tulane is quite aware that they will get a low yield with this admissions plan and they certainly are not worried how that number “looks” to the uninformed compared to getting better students. So to answer UVaHoo’s last question, it isn’t the huge number per se, but the mix of students contained in that huge number, i.e. the skewing of the mix to include more of the best students in the country. Tulane is not Ivy, or even top 20 where this strategy might not be as appropriate. But if you are trying to get to that level, or at least closer, it makes perfect sense.</p>
<p>That’s my theory, anyway.