Students are individuals. But, unfortunately, colleges can’t admit everyone who looks worthy. Students have to communicate what it is about them that will be of possible value to a specific college. This means managing effectively not just data like grades and test scores, but taking time to cultivate depth in particular area such as a hobby or activity outside of class. Say, for example, that a high school junior volunteers in community soup kitchen and also has penchant for designing and building architectural-model houses. It would be best to begin to unify the disparate and unrelated activities into one symbol, such as the creation of actual homes in the community for low-income residents.

While 30 percent of adults in the U.S. hold a bachelors degree, today 65 percent of all high school seniors are applying to four-year colleges, both illustrating the cultural and economic necessity of higher education and further compounding the college admission challenge. And many students and their families are ill prepared for the process of college application, let alone planning.

A unique approach to college counseling based on student history and identity, strategic communication throughout the application process, careful analysis of target schools’ applicant pool and current study body, and specific admission needs and goals. Robin Mamlet, former Dean of Admission and Financial Aid at Stanford, recently noted that the applicants offered admittance displayed talents and academic excitement that fit perfectly into the Stanford community. With so many students applying for college today, admissions offices increasingly use this criterion in the final cut: Who are the students who would fit best and benefit most from what their schools offer. Unfortunately, this is an area frequently overlooked or under-examined by many applicants today.

Starting the planning process earlier and using an education consultant to develop a communications strategy, a student’s chances for admission to a college of his or her choice can be improved dramatically – in some cases by as much as 50 percent. It is more important than ever to understand each student’s strengths, weaknesses and passions in order to apply to the appropriate range of colleges.

Good news! I just finished tallying our students’ merit awards and 80% won merit awards averaging $13,078 per year. In particular, one student with a 3.4 GPA generated merit award offers of $255,200 among five colleges over a four year period!

What is the secret to winning a merit-based award?

Colleges are looking for individual experts not looking for well-rounded generalists. Find something you care about and excel at the state or national competition level to garner merit awards.

First, remember that colleges are self-centered—first they must meet institutional needs. What really matters to colleges isn’t what you think and it changes. It may be that a college needs to build its endowment, gain diversity, fill a sports team roster, or even just prove that it is really great in an particular academic area. Remember, each school is different. Look at a college’s strategic plan to identify what is most important to them.

YOU MUST BRING VALUE to the college to be admitted. Value is a two way street. Applicants must demonstrate not only value transmitted but value received.

Showing how you get value back from the college is easy. Here are the steps to take:

1) Be sure to let the college know how first heard about the college. Cite specifically the one reason above all others that I am attracted to the school. This should be a well-researched and specific reason. Remember: do not mention the most obvious reasons–the admission officer will not be impressed. You need to find something that is a little bit deeper.

2) What is your promise of value to this particular college? Ask yourself if this value matches the college’s strategic plans or weaknesses? Your promise of value must be supported by credible proof, for example: “I did this before in high school and I will do it again for your college”.

3) Next, say what you offer and give a tangible example of how you did this already and then say what you will get in return from this college, and only this college. Just as important as giving your value is letting them know what you will get in return and why this college offers something others don’t.

For more insight into the college application process, visit our blog: http://collegematchus.blogspot.com

Here is a blurb about my forthcoming book (Winter 2009):

COLLEGE ADMISSION’S NEW REALITY
It has become all too clear that we have entered an era of radically increased college entrance difficulty. For the first time, Ivy League schools are taking fewer than 10 percent of their applicants (Yale accepted 8.3 percent this year and Harvard accepted 7.1 percent of all applicants in 2008). That means in the not so distant future, it will be statistically improbable for most students to be admitted to one of these colleges. While top students still can apply to these schools, they too need to consider viable alternatives that will meet their needs not just as students but also as individuals.

They must, at a minimum, demonstrate the tangible results of college preparation: good grades, high test scores and strong extracurricular activities. But the score-oriented, quantitative approach to admissions, prevalent in the last decades, needs to be replaced with a more strategic approach to gaining admission to quality schools.

This is where branding comes in. As an admissions strategist, Dave Montesano has helped hundreds of clients find and gain access to the best match undergraduate and graduate programs over the past 10 years. From offices in the U.S., Dave has served families with students who hope to attend college programs and now shares his knowledge with a larger public in his book: “Brand Yourself: The Student Guide to College Admission Success”.

MARKETING STRATEGY TO SELL STUDENTS TO THEIR PREFERRED COLLEGES
With years of experience in brand strategy, counseling clients on marketing and identity development, Dave Montesano is a new breed of college admission consultants who use business school marketing principles to sell students to their preferred college. In his book” Brand Yourself”, Montesano offers would-be students inspiration as well as practical step by step information on getting into the college of your dreams. The book itself is as unique and groundbreaking as Dave Montesano’s approach to college admission: whereas most college reference books are badly designed handbooks that are about as inspirational and grey as the paper they are printed on, Montesano’s book is a feast for the eye. It’s a useful and design-heavy handbook that has value for everyone interested in obtaining their goals and dreams. All the advice is presented in a very easy to digest format. Think of Paul Arden’s books and you get the picture!

ABOUT THE AUTHOR
Dave is the author of “Strategic College Admission”, published in CollegeBound News (April, 2005). Profiled by Washington Post education writer, Jay Matthews, in Newsweek’s “America’s Hottest Colleges” (2005 edition) Dave was called a “new breed of college admission consultants who use business school marketing principles to sell students to their preferred college.” Dave gets consistently high approval ratings from his clients and is a speaker for parent and school groups.