By Their Own ADMISSION

Mary DeAngelo, director of undergraduate admissions at Springfield College, defines hers as an ever-changing field. Joe Wagner, director of admissions at Elms College in Chicopee, says that in the past few years, he's found himself working in a whole new arena. And Julie Richardson, dean of enrollment management for traditional programs at Bay Path College in Longmeadow, simply calls it a zeitgeist.

"High school students today - the Millennials - are so involved, it's unprecedented," she said, noting that a number of factors have converged in recent years to effectively change the face of college admissions.

For years, the process was defined by a sudden frenzy among college-bound students in their junior year; SAT prep frazzled nerves, piles of glossy viewbooks choked mailboxes, and applications were meticulously completed in ballpoint pen, sealed in a manila envelope along with a personal check and a personal essay, and sent off, marking the start of weeks of waiting and nail-biting.

Today, though, those archetypal images have been cast aside in favor of online applications and Web-based research. Students are asking more questions, and asking them earlier.

As for the SATs, they still exist - measuring math and verbal skills in high school cafeterias across the nation. But truth betold, admissions professionals say even standard aptitude isn't as big a deal as it used to be.

Instead, colleges and universities, especially smaller, private institutions like Springfield, Elms, and Bay Path, are working toward streamlining their operations to cater to an increasingly engaged audience. They're reaching a greater number of students at various points in their high school careers, and delivering the most relevant information to them at that time. They're noticing a trend toward more-involved parents, and working toward striking a balance that keeps moms and dads informed, while still underscoring the importance of follow-through by the child.

In the face of dwindling numbers of high school students, especially in New England, schools are performing their due diligence to ensure that every applicant understands the missions of their institutions, to boost not only admission, but also retention.

And admissions departments everywhere are tying this all together with one constant - the power of technology.

Beyond Bricks and Mortar

More than any other starting point, said DeAngelo, an institution's Web site has become the most important aspect of the college-search process. Many students now use the Web as a virtually exclusive search tool, and that alone is causing a shift in how admissions counselors reach them.

"Certainly, the use of technology has increased dramatically over the past few years, and it's growing every year," said DeAngelo. "There has been an increase in visitation of college Web sites, and we find that when students are initiating a search, they're starting with the Web, so we don't rely on traditional guidebooks anymore. We're very conscious that what's on the site is easy to access and interesting."

Wagner agreed, adding that about 50% of Elms' applicants now apply online.

"We still reach students in traditional ways, through high school visits and college fairs, but E-mails, instant messaging, and information on our Web site take the place of mass mailings," he said. "Students use the Web site more than ever, and it's easier than ever to stay in touch with them."

Technology does, however, present a few new challenges for colleges and universities as it matures. Wagner said he'll soon be taking a look at Elms' online application process, for instance, which currently requires that the processing fee be mailed separately. That can lead to what are known as 'ghost applications,' or students who apply online as a way to test the waters.

"That means it's actually too easy to fill out an application online, so we have to be cautious about letting that process become more of a glorified inquiry," he said.

More than a mode of communication, however, Richardson said that incorporating technology-based initiatives into college-admissions practices is a necessary step in streamlining the experience for high school students, who today expect to receive different levels of support from colleges and universities as they move through the process.

"Schools have to incorporate the tech piece to keep up with the students themselves, because they are so tech-savvy," she said. "But it can't be all technology. The ideal point is where art meets science, offering better, more sophisticated tools, but holding on to a personal touch."

One such tool used often by admissions offices is predictive modeling, the often database-driven process of using information to create a statistical model for future behavior. In the case of college admissions, it's used to hone in on where students are coming from - their home states, cities,and schools, for instance - and also what channels they've used to connect with a college - via the Web, a phone call, or an in-person visit, to name a few avenues.