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  URSULINE COLLEGE: HOW A SMALL, CATHOLIC, WOMEN'S COLLEGE CREATED AN ADMISSIONS MIRACLE

Ursuline College was in trouble. Although it was Ohio's oldest women's college and academically well regarded, it had experienced significant slippage in virtually every area of enrollment since the mid-1980s. In 1989, in response to those concerns, Ursuline began a series of marketing activities to address and reverse the disturbing trend. Using primary and secondary research, Ursuline created and executed a highly targeted marketing communications program that in one year dramatically reversed the downward spiral and charted a new admissions course for the College. The remarkable success of Ursuline's program provides a roadmap for other colleges experiencing shrinking applicant pools.