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Mackler Associates Wants Juniors To Focus More On ACT

Tuesday, June 15, 2021 11:03

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I know that many students I know are disappointed that the two exam-optional tests can’t be taken this fall, but it’s definitely a necessary change for safety reasons. According to the CDC, lower utilization of test centers could result in higher incidences of transmission, so keep your fingers crossed for more test centers this fall!

One of the important decisions colleges and universities have to make moving forward is about student recruitment. There have been many mergers and acquisitions found in recent years (and keep in mind, we are only at the beginning of 2021), but many traditional brick-and-mortar schools have struggled to retain their talent amid a shift to online learning. While there isn’t a standardized approach to the recruitment process, technology has played an instrumental role for many schools—from app-based class scheduling to personal website development.

Technology has provided countless opportunities for students to be connected and feel more comfortable talking to people within the schools they apply to. You can make all the phone calls you want, but unless you schedule a meeting in person, you will have less chance of being noticed by potential institutions.

Let’s use my alma mater, Bowdoin, as an example. Even though we experienced some online growth in 2020, it didn’t translate to the pre-pandemic era. In the past decade, the number of students attending Bowdoin has fluctuated between around 1500 and 1750 students. This year, we enrolled a little over 1300 students for fall 2020, a drop of about 35 students from 2019–2020, but an increase of about 50 students from 2018–2019. However, incoming students in 2019 (when it was still testing-optional) had a little over a 4000 ratio. For 2020, those numbers jumped to almost 5000 students, which means that the past few years are much better candidates for test-optional admissions.

Technology has helped bridge the gap between online learning and the in-person experience by giving students opportunities to connect on a more intimate level. It has allowed you to research colleges and see all the information that you need while also having a personal presence on their website. This past year, Bowdoin added their social media presence, and now have more than 2,800 followers on Twitter, Facebook, and LinkedIn. On these platforms, you might have noticed the new recruiting stickers with information about our online programs, which is primarily to connect you with our past and current students.

Despite the added efforts to connect students, there will be challenges. Students need to evaluate their application, including essay questions, LSAT scores, as well as how they can further develop their skills on a back-to-school or college-ready note.

For many college students, this naturally means that the leadership became more focused on providing more flexible and accessible options, to better meet student needs and meet the changing needs of our communities.

However, the real fast-growing trend over the last year has been behavioral marketing. Behavioral marketing is a marketing strategy across media, retail and e-commerce, that increases customer value by letting them experience a product or service before making a purchase.

E-commerce has exploded over the last 12 months, with companies like Lulu Loehr and ThredUp exposing consumers worldwide to their unique brands, and driving them to become repeat customers, without the pressure of real sales.

Behavioral marketing ads entice their customers to visit a website or register at a particular app within days, weeks, or even hours of watching an ad, without being pre-announced or pushing them to make a purchase on the spot. They offer emails with customized deals, experience shows, cash give-aways, and other perks, without a downside. Wherever they are placed, like in the form of pop ups, banners, pop-ups, and pop-under, the customer can navigate to the noticed product or deals in a short time flat while making their purchase.

Take the Miss Me More campaign, for example: for two and a half months, the production crew set up 25 pairs of shoes in front of the Miss Universe beauty contestants, many of which they only had moments to see. For consumers, it is a pseudo-vacation from reality, giving them a quick peek into the worlds of beauty, fashion, influencers, celebrities, and what it takes to be successful. The production value, interactive camera angles, and bad music songs sending viewers into a tumble are not just exploited as a marketing tool to entice customers to watch the show. Everything about it is carefully thought out, in order to make the pilot feel like they are truly in a world away from reality.

As brands keep up their previous trend of collecting followers, social shares of social media posts, listening to their followers’ comments, and even keying off brand and influencer mentions, there is no scenario in which you cannot see, feel or hear a brand as a customer.

How can brands compete if people are used to people being in their crowds in these crowded places? This is where behavioral advertising comes to the rescue.

But even with the reduced numbers of test takers, colleges and universities still found other ways to make the tests relevant and valuable. Without asking students to take the ACT or the SAT all the time, colleges have found new ways to measure literacy, critical thinking, and math skills.

While some of these changes seem cumbersome, intriguing, or exciting, they have also a significant impact on test-taking culture. No longer do you have to look away from your textbook to answer a question, and unless you’re at a test center, there’s always somebody nearby with a copy of the test. Analysts found a clear impact of digital tools on how students view the test and compare themselves to their peers. They also observed a significant shift in how test-takers process the energy required to perform well on the test as more students rely on race and ethnicity as a meaningful proxy for achievement. While this is a very tangible change, it’s highly important to remember the cultural shift, too. As we look to test-taking culture in 2021, keeping in mind this is an important change in how we think about the history of exams and may need ACT tutoring St. Louis.

For students planning to enter college this fall, I encourage testing-centered planning. While new-ness and newness alone will not substitute for a traditional experience, these resources can help students better estimate their expectations as they look to colleges. For example, do you want a fast-paced, always exciting experience where you can take advantage of learning opportunities, strategy sessions, and live simulations? Or do you tend to stay calm and collected on the Simulation Q&A portion of the test? Test-center strategies can give you an idea of what colleges expect from students who hope to get admitted. Knowing what colleges are looking for can help you craft your writing, application, and interview strategies so you will stand out even more amid the many applications and interviews we will be seeing in the coming months and years and need a St. Louis tutor.

But before we start planning, let’s look back at 2019 and ask, how have we changed as a nation since this time a year ago?

The average ACT score has increased significantly since 2019, going from 531 in 2019 to 515 in 2020 to 518 in this year’s test. The average SAT score has also increased, going from 2019′s 1380 to this year’s 1600. While the uptick in the average SAT score can be attributed partly to how test- due to increasing participation — most of the test-takers are African-American and Hispanic — the increased participation of both groups has come at a cost.

Mackler Associates

1067 N Mason Rd #5,
St. Louis, MO 63141 (314) 434-4431
http://www.mackleradvantage.com/

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