Insight Paper

The Counselor Perspective

Insights from EAB's 2023 Survey of High School Counselors, Conducted in Collaboration with NACAC

Topic

Marketing and Enrollment

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High school counselors have a front-row seat to college-search journeys across the country, allowing them to observe the rapidly evolving behaviors and priorities of today’s teens. To help you benefit from the unique perspective of counselors, EAB regularly surveys this audience on a wide range of topics.

In EAB’s 2023 survey of more than 2,800 counselors, we explored the following questions:

What factors prevent students from considering college?
What are the top challenges faced by students when applying to college?
What changes have counselors observed in their students since the pandemic?
What information is most helpful to counselors as they guide students through the college-search process?
What are the important similarities or differences between school types and how should they inform your communication strategy?
How can you better support and engage counselors from all school types?

The insights shared in this report are meant to inform college and university enrollment teams as they craft recruitment-marketing outreach to counselors, students, and families.