There are a growing number of creative new ways that college admission professionals are reaching students and their families, but often, experts say, the biggest payoff can come from the simplest technique: building relationships. And those relationships may extend beyond the short-lived connections to the student who is inquiring or enrolling,…

Stratification in selective college admissions persists even as colleges' criteria for evaluating merit have multiplied in efforts to increase socioeconomic and racial diversity. Middle-class and affluent families increasingly turn to privatized services, such as private college consulting, to navigate what they perceive to be a complicated and…