Summary of "To Recruit, Colleges Use Corporate Book" A higher-education consulting firm EAB provided Houston Baptist University a new way to attract prospective graduate students. EAB identify potential applicants by analyzing current students' database and created a demographic and psychographic profile. This analytic method was used by retailers to find potential customers. Data shows that currently enrolled students had interested in boating, fishing and traveling, and many of them had children. Thus, Houston Baptist's new Facebook advertisement used a picture of a woman who is fishing with her kids. Another picture was of a woman who is checking flight times at an airport. By using this new advertisement, Houston Baptist received about 100 new application and enrolled 10-15 more people for the next fall semester. With current labor markets, people can find jobs without advanced degrees. Schools need a new way to find and attract new students. Colleges have used big data to target prospective students for a long time. But this is the first time to use a consumer marketing strategy. EAB is working with about 70 schools now.