In prepping for an on-campus marketing consultation, I've drawn one simple (but perhaps overwhelming) conclusion: It all matters. From your school colors, logo and tagline, through to your alumni relations, everything seems to play into a prospective student's decision to enroll.

Fortunately, more campuses are embracing the holistic approach, otherwise known as Enrollment Management. The trick is to figure out exactly what we, as international marketing and recruiting professionals, need to focus on to achieve our goals.

I love Bob Sevier's latest piece on hustle as strategy: stamats.com/information/quicktakes_email/2010Issues/Vol_13_n16.html. He concludes, Slow is a death wish. So, does improving operations (like responding to initial inquiries faster and better) relate to greater Return-on-Investment of our marketing dollars? Absolutely.

And what about your website? Its importance cannot be over-stated: campustechnology.com/Articles/2010/09/16/Portals-How-To-Give-Prospective-Students-What-They-Want.aspx?Page=1. Your site must answer two questions: 1) Can I study what I want? and 2) Can I afford it?

Increasingly, I believe it's prudent to pay more attention to filters within the traditional enrollment funnel, rather than focus on feeding the wide mouth of that funnel. At USjournal.com, we're working hard to strike that delicate balance. Contact us to learn more: cheryl@USjournal.com

The 9th Annual Washington International Education Conference (WIEC) is slated for 24-25 January 2011 in DC. Conference participants will hear from key Embassy and sponsoring organization personnel on programs that fund international students in the United States. Conference sessions will include practical information that can immediately enhance your international recruitment program at minimum cost to your institution. The early registration deadline is 1 November: http://www.washcouncil.org/ or inquiries@washcouncil.org