New Book by TargetX CEO Offers Colleges a Way to Succeed in Today's Difficult Recruiting Environment

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Brian Niles, a pioneer in higher education marketing, has published "Overthrowing Dead Culture: A Vision to Change the World of College Recruiting" -- a practical guide for enrollment officers looking to attract best-fit students.

Overthrowing Dead Culture: A Vision to Change the World of College Recruiting

Success in today's changing world of student recruitment means overthrowing the "dead culture" that persists in most admissions offices, says higher education marketer and TargetX CEO Brian Wm. Niles.

He feels so strongly about the need for dramatic change that he has written a book that offers a roadmap for revolutionizing higher ed recruiting and marketing.

In "Overthrowing Dead Culture: A Vision to Change the World of College Recruiting," the former admissions director tells the story of how combining business basics with innovation can lead to success -- and help the college admissions culture break from the past.

Niles, the nation's leading authority on interactive recruiting in higher education, decided it was time to write the book once he realized that schools were continuing to market themselves to students and families the same way they have for decades, despite the sea change that has taken place in recruiting communications.

"Overthrowing Dead Culture" is available in paperback and e-book versions. For more information, visit

The book includes a collection of practical exercises at the end of each chapter designed to help admissions offices think about who they are, what makes them distinctive and how they can use the latest tools and techniques to attract, recruit and retain best-fit students.

It also includes chapters contributed by four of the most respected authorities in higher ed marketing and strategic planning: financial aid experts Jim Scannell and Kathy Kurz, campus experience guru Jeff Kallay, and social web marketer Adrienne Bartlett.

Niles, one of the most popular speakers in higher education, was a highly successful college recruiter and marketer before starting his own company in 1998. "At TargetX, we have spent the last 12 years helping colleges think and act differently," he says, "and this book is the natural outgrowth of that effort."

"Overthrowing Dead Culture" debuted recently at the annual conference of the National Association for College Admission Counseling -- the perfect venue for Niles to introduce his vision to change the world of college recruiting.

To download two free chapters of the book, visit
About TargetX

TargetX was founded in 1998 on the idea that colleges need to change the way they recruit students. The company is a leading provider of interactive marketing technology and consulting services in higher education, helping schools recruit today's more sophisticated, web-savvy students.

TargetX has been a forward-thinking leader in managing change in higher education and embracing the concept of the experience in higher ed marketing. It offers powerful, integrated technology tools to help schools make necessary connections, and enrollment and campus visit consulting that provides action-oriented, practical solutions to help attract best-fit students.

For more information, visit


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