Why non-traditional students choose colleges and others university for their HE

I have just finished assessing a Doctoral thesis on this subject. There were some very interesting findings which I think are directly relevant to our University and would be useful for us to consider for student recruitment. Some of the key messages of note were:

• Colleges are seen as less daunting, more welcoming and more friendly than Universities. Lack of confidence to apply to a University as opposed to  a college was sited often as a reason for study in FE. 
• Open days were key influencers in decision making. Particulary the ability to talk to student ambassadors and current students about their experiences
• The need for more 'stories', more opportunities for graduates to visit schools as ambassadors, to tell of their experience at Uni
• Many FE's market tutor support as a benefit of undertaking HE in FE, particularly access to personal tutors and smaller class sizes
• Students want to know what qualifications those who are teaching them hold and what experience they have
• Access to resources and the whole learning experience percieved as better in HE

We need to be mindful of perceptions of HE. We need to change the perception if it is being applied to SBS. I strongly believe that the learning experience that SBS offers can counteract these views. Feedback has consistently shown that if students visit our campus, we can convert them. It seems to take away the 'fear' factor. Perhaps we need to make even more use of ambassadors, particulary on school visits. We need to promote our personal tutor system, the experience and qualifications of the staff and the learning resources on offer such as the huge library data bases. Being assertive in promoting these factors may just convert those who feel HE is not for them. Any thoughts?