chapter  12
Student Mentoring Prior to Entry
Getting Accurate Messages Across
Pages 20

This chapter examines the use of current student ambassadors as part of an institution's recruitment and retention strategy. It argues that whilst traditional promotional materials used by institutions are still relevant to assisting the potential student's decision-making process, they are overly positive, untargeted and do not address the information needs of applicants in a manner which is likely to reduce levels of withdrawal. The chapter proposes an innovative approach to institutions addressing the duel concerns of student recruitment and retention. It highlights how the use of student ambassadors can improve institutions' attempts to bond with their students and reduce the possibility of withdrawal without relying on traditional approaches to marketing and promotion. Whilst recognising that the use of student ambassadors is not the complete solution to solving all an institution's problems with recruitment and retention, there is evidence to suggest that it helps.