As I used my sample of Kiehl's body scrub, I started to think about the lesson Kiehl's is offering to us.  For those of you who don't know (I'm assuming your gender is male...), when you ask for a sample of a Kiehl's product they give you two samples-- one for you and one to share with a friend.  What a great philosophy, huh?  They use YOUR political capital and relationships to market their products-- genius!

Let's apply this to higher education.  This fall I completed a couple of research projects in which the influence of counselors, teachers and peers was on the rise when high school seniors wanted information on colleges and universities.  Have you thought about using the political capital of your alumni (especially those who are teachers and counselors), those students who have already applied, and those on campus to market your institution?  People are often flattered to speak to others on behalf of their alma mater, and it provides an opportunity for you to update those key audiences with the latest and greatest news on campus. Or, do you offer students who apply the opportunity to forward a link to your application page to their friends?

How about lessons from United Airlines?  This past month I hit their 1K frequent flyer status. That means I flew over 100,000 airline miles last year (sigh).  When I hit this "honor" I was all but given a ticker tape parade-- and I have to assume they didn't throw one because they knew I would object to the environmental impact.  Since hitting that status I have not had a moment in which United hasn't professed its love for me.  

You might be thinking they need my business to survive this economy... but don't you need your students' tuition to survive the economy, too?  How many of you acknowledge your frequent fliers-- those students who have stayed true to your brand for their undergraduate, graduate, continuing education and certificate needs?  

In other research we conducted, a group of alumni were unaware of their alma mater's offerings for continuing their education, but they were well aware of the credentials they needed to advance their careers.  Make sure your alumni know exactly what you have to offer and ensure they know you appreciate their repeat business.

My alma mater doesn't seem to care that I am thinking about considering the possibility of starting a Ph.D. program.  Interestingly, their in-state rival is ready to poach my business and my alumni dollars.  Don't let this happen to you...  do you share graduate opportunities with your alumni, not just tell them about outcomes for current students?  Further, consider sending a letter to all graduate and continuing students who earned their undergraduate degree from your institution thanking them for their repeat business.  After all, as stated by United on each of my flights, "we know you have a choice in airlines and we appreciate your business."

-- Teresa Valerio Parrot