How do colleges make their target marketing decisions?

Colleges and universities also use test scores to decide who to market to. DS took the ACT as a sophomore and did very, very well both overall and in science and math. The week the scores were made available to schools he started getting mail from tons of schools with great science and math programs: 'Hey ***, how would you like to study STEM at the Naval Academy?'

Thanks, but no thanks, he is planning on studying Film/Media Arts. We are just now starting to get those schools' mailings and emails.

My DD’s supposed top schools were
MICA and the art institute of Chicago both excellent schools but very expensive and neither gives full scholarships.
She also applied to Mass art in Boston, Boston University and we looked at Monserrat which is a very lovely, yet small school outside of Boston. DD felt it was too small for her but I loved it.

She ruled out RISD because she didn’t think thier overall approach to design matched hers but it’s a good school

Had your friends DD go to a national portfolio day near you and get valuable feedback for each school. Also poke around online YouTube etc for portfolio pointers

www.portfolioday.net/2017-18-schedule

We live in Texas. She is planning to major in film production, and hopes to go to UT Austin, which has one of the best programs in the country. It’s not easy to get in to UT as a freshman because the school is required to admit the top 7% of every graduating class across the state, and those take up most of the freshman spots. She attends a very competitive high school and, though her grades are decent, top 7% is not realistic. It’s possible she could still be admitted on the strength of her application, but she’s not banking on that.

But a lot of the automatic admits from less competitive high schools wash out after their first year, so it’s very possible to transfer in as a sophomore. She plans to attend UTSA her first year and take a lot of her core courses, COMM 101, etc., and apply for the main campus as a sophomore and again as a junior if necessary. She also plans a master’s degree and internships on one of the coasts, closer to the action, so to speak. It’s a very sensible plan and I’m proud of her.

Sarah*H & Merge - Thanks for your responses. My friend & her husband are both attorneys (& from generations of attorneys) & still wondering from whom their daughter gets her creativity. They are unfamiliar with & striving to get versed in the various fine arts programs/career opportunities, universities/colleges offering said programs, & the unique requirements & application processes. I will pass along your thoughts & recommendations. Best wishes to your children on their future endeavors...

It certainly is. Home to most of the mini-ivy league schools.  SaveSave

That’s just it a BFA can be performing arts or fine arts and the process to apply ( and advice ) is going to be completely different. So will the career choices. So the multitalented will have to narrow it down slightly. The audition process seems even more killer than the portfolio process.

It's a process for sure.  I'm a musician, but pursued a music education degree, so didn't have to go through quite the hoopla that a performance major does.

The thing to remember - and I say this as someone who worked as a college advisor for music undergrads at a major music school - is that a degree in your chosen area is not necessarily the only path to a career in that area.  Performing arts care only about talent and ability.  For the most part, no one in an audition situation cares where you went to school or what you studied.

There's actually significant research to show that traditional undergraduate programs can be somewhat limiting to artists.  Meeting the requirements of the major, such as history and theory classes that may or may not be relevant to your area of interest, may take precious time from you growing your unique skills and talents.  There are many teachers and opportunities to learn outside of the college environment, and many paths to success as well.  A college BFA program is not the only way and, for some, not even the best way.

For our purposes, money is a factor.  We can't afford to send our kid to a $50K/year school.  So we do have to have a "favorite" school - in state, less expensive - and a (hopefully) realistic way for her to get there.  If that doesn't work, the plan is for her to go to a good but not "top 25" school in our city, which has a similar program.  The money we'd save could be used for internships and summer programs that might help her make the connections she'd miss out on at this school.  The benefit of film production as well is that, no matter which school she attends, she'll be learning technical skills that can get her a foothold in the industry.  She knows that she'll have to hustle to get where she wants to go.  No school is an automatic easy path.

Second child is a musician like mom, but plays a stringed instrument.  Will likely major in music and prefers a performance track.  So that will be a whole new ballgame for us.