College admissions is very much like department store shopping. You want to

get a certain item for the best price possible. But price isn't the only

consideration, quality counts too. And while considering the quality; fit,

color, design, and purpose all carry weight as well.

When colleges shop for students they consider quality, fit, design, purpose

and price how much the college has to offer the student so that the student

can afford the cost of attendance). Colleges want to invite and enroll the

"best deals out there".

So how do you convince the colleges that your student is "the best deal out

there"? First, realistically evaluate your student’s positive

characteristics. Does he have a great GPA, fabulous test scores, wonderful

community service, and great leadership skills?

What honors has your student earned? Not only are school awards important,

but earning an Eagle Scout award, a Girl Scout award, a community service

award, or recognition from your place of worship is equally impressive. Has

your student developed a program, raised money, or supported a cause like

Habitat for Humanity or Juvenile Diabetes Foundation?

Now that you have your list of accomplishments and characteristics, you need

to research schools. Just like department stores, each university or college

has its "niche". To find each school’s niche, start by reading the

mission statement.

Some universities place a high value on service, others look toward

international relations. Some enjoy developing new political candidates, some

prefer improving the environment.

Next, find the incoming freshman profile. This can be limited to ACT and SAT

scores as well as GPA or it may include all aspects of the freshmen—race,

home state, gender and other factors. High average test scores and GPA mean

that this college or university places a high priority on grades. Would you

prefer your student function better in a more holistic atmosphere, one that

values all parts of the student as well as the grades and test scores?

Now that you know what your chosen schools desire to accomplish (other than

becoming famous), how do your student and his or her interests stack up? Is

this a good fit or is your student at a disadvantage?

Finally it is time to write your "marketing plan". Be sure all lists and

essays emphasize those factors that are most important to your chosen

college. For example, if service is important, have your student write an

essay about the service he or she has done in the community.If grades are

important, have your student write about the effort and learning he or she

has gained from a certain hard teacher or class.

In addition to matching the skills and demonstrated values, all universities

and colleges want certain values in their students: determination, honesty,

respect, and maturity. At the same time these institutions do not want

students that cheat, steal, or break the law (think underage drinking and

illegal drug use). A student that has been expelled or severely disciplined

in high school is a risk for the college or university. Be sure you can

explain this "blip" in your student’s career sufficiently.

With some research and creativity, you can market your student showing their

best qualities, so that your favorite institutions will consider his or her

application favorably. You can find the right fit, color, design, and price

for you student creating a win-win situation for both you and the

institution.