When prospective college students begin their search for the right institution of higher learning, they are engage in information gathering and make general comparisons between various schools—casting a wide net in their initial school search process. At this early stage in the game, they are not ready to select schools for their application process, meet with admissions counselors, apply for financial aid or even visit schools. Unfortunately, school admissions marketers often ignore these prospective students and the top-of-the-funnel content they would be most interested in. Instead, a great deal of school admissions marketing only focuses on providing late-stage offers to the prospective students visiting their websites. If they happen to be searching for a particular academic program or general campus information, and the information is not easily found, prospective students will quickly shift gears and cross your college off their list. School admissions marketers cannot afford to ignore the top of the funnel.