The problem of this study concerned the marketing strategies utilized by public community colleges, public and private colleges and universities for the nontraditional student in Texas. Subjects of this study consisted of 101, or 78.9 percent of the original population of 128 regionally accredited colleges and universities in Texas as listed in the Educational Directory, Colleges & Universities, 1980-81. Out of original subpopulations of 56 public community colleges, 48, or 85.7 percent; 26, or 76.5 percent of the 34 public colleges and universities; and, 27, or 71.1 percent, of the 38 private colleges and universities surveyed participated in the study. Contact persons for the study were primarily public relations officers.

Each year, institutions of higher education devote valuable financial and personnel resources in the hope of enhancing student recruitment and matriculation. The purpose of this study was to examine the demographic characteristics, the factors that influenced students’ decisions to apply for admission to a university, their educational intentions, and their reasons for not enrolling after they had been admitted. The subjects of the study were first-time freshmen accepted for admission to a mid-size, public, southwestern university who did not enroll for the fall 1997 semester. Statistically significant differences were found when comparing no-shows and enrolled students by gender, ethnicity, age, ACT/SAT score, and distance of their hometown from the university. There were more female no-shows, and more males enrolled than females; a greater percentage of no-shows reported the distance of their hometown to be more than 200 miles; and the mean test score for no-shows was higher. Factors important in the college selection process found to be statistically significant among the groups were: a greater percentage of Minorities than Caucasians reported the importance of the financial aid award or a scholarship offer; students living within 100 miles of the campus reported the proximity of the university as important, advice received from current or former students and high school counselors was more important to those living more than 100 miles from the campus. Cost of attendance and scholarships were important to students with the higher test scores. Statistically significant reasons cited by the no-shows for not enrolling were more Minorities than Caucasians reported financial difficulties and job demands; students living farther from the campus reported attending other universities while those living within 100 miles reported attending a community college. Recommendations the university studied could pursue include: developing a program to follow-up on the no-shows, directing more energy at recruiting students living within 200 miles of the university, and increasing the availability of scholarships.