Universities first and foremost seek to create an engaging academic environment in order to both build their academic reputations and keep students satisfied with the education they are receiving. College is a time of academic discovery and growth, and most students seek new and innovative programs for this stage of their education. By bringing in renowned professors, developing new courses, keeping up with new technology, and creating intriguing interdisciplinary majors and coursework, universities will keep students engaged with the education they are receiving and excited about their options.
While academics are usually the priority for college students, their quality of life while at school is also a major concern. College can be an almost idealistic time for young people, and they will usually want to be in pleasant surroundings. In order to provide this, universities have a long history of partnering with their surrounding communities to develop the area, bringing in successful businesses and providing safe and attractive residential neighborhoods. With a healthy commercial and residential community, students and their families will consequently pour more money into the area, and a prosperous "college town" can develop.
One of the most important retention strategies a university can employ is actually a strategic admissions process. This means recruiting and admitting students who show a commitment to the university itself, show a proactive and energetic nature, and have a history of taking advantage of opportunities and their education. By admitting students with these characteristics, universities are investing in students who will want to make their community a better place, grow with the school, promote the interests of the school, and make it a better place. This strategy is one reason more and more universities are employing "early decision," an admissions process by which students may apply early in the fall for admission to their No. 1 choice of school and, if admitted, commit that they will attend the university the next fall.