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ability academic achieve activities admis admission and financial admission office admission staff Advanced Placement Advanced Placement Program analysis apply assess attending college attract campus candidates college choice colleges and universities committee community college cost counselor courses decision decrease demand dents develop direct mail director of admission effective enrollment example factors faculty members financial aid financial assistance financial need four-year freshmen graduate grant assistance high school higher education identify Illinois income increase institution Integrated Science Program interest interview involved loan located market position marketing effort marketing plan marketing team Northwestern University number of students opportunity parents percent percentage potential students primary market professional staff prospect pool prospective students question receive representative responsibility revenue rience Scholarship school counselor secondary market secondary school skills strategy student body tion tuition undergraduate