Parent Communications
Parents and guardians are integral to the college decision-making journey—from early discovery to final enrollment. While MICA has created materials like Money Well Spent aimed at parents, there has been no structured communication strategy that reaches them early in the process. This research explores how parents currently receive and share information about colleges, and how MICA might more effectively engage them.
Campus Tours Experience
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First Year Research
To enhance student engagement, onboarding, and retention, the Maryland Institute College of Art (MICA) conducted a qualitative research study focused on understanding the experiences, perceptions, and expectations of first-year students. The aim was to refine MICA’s communication, web presence, and marketing efforts by grounding them in real student insights.
At the Maryland Institute College of Art (MICA), first-year student focus groups consistently revealed that high school art teachers and guidance counselors played pivotal roles in influencing students to explore and ultimately apply to art schools.
This led to an important question: Are high school influencers equipped with the right tools to introduce and support students on the path to art school?