Using Institutional Selection Factors to Develop Recruiting Profiles: Marketing Small, Private Colleges and Universities to Prospective Student Athletes

Gary R. Johnson, Colby Jubenville and Benjamin Goss

Journal of Marketing for Higher Education, 2009, vol. 19, issue 1, 1-25

Abstract: The purpose of this study was to identify important college choice factors for entering freshmen student athletes at small, private higher education institutions that compete in an National Association of Intercollegiate Athletics--member athletic conference representing small, private schools across the southeastern United States. Using Gabert, Hale, and Montalvo's (1999) Student-Athlete College Choice Profile, the study analyzed 23 factors in college selections of 247 freshmen student athletes. Findings showed playing opportunities and relationships with head coaches to be the top-rated factors, while significant differences between males and females and between major- and minor-sport athletes indicate that unique recruiting strategies for those groups may be necessary at small institutions.

Date: 2009
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DOI: 10.1080/08841240902904513

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