Joyce Reed
Joyce Reed
Founder and Director of College Goals


  • 20 years of professional experience in college admission as founder/director of College Goals
  • 14 years at Brown University as former Associate Dean of the College, focused on academic advising and well-being of 1st and 2nd year students
  • Extensive admission experience with international and American college applicants

I served for fourteen years as Associate Dean of The College, Brown University. My focus was on the academic advising of first and second-year students at Brown, and their academic well-being. As a dean whose responsibilities focused on developing and administering college-wide advising programs designed to enhance and support first and second-year students’ academic success and satisfaction, I became acutely aware of the challenges and the deep rewards of the college search and application process, and I also became very conscious of the consequences and suffering that can result from making a poor or inappropriate college choice. I learned what can make a college student triumph, academically, personally, socially.

I retired from Brown with the goal of using technology’s expanding tools to create a uniquely qualified consulting practice that would offer an exceptional level of mentoring and guidance to students and families who want access to experienced, professional counsel regarding the American college and university selection and application process – no matter where on the globe they currently live or study. College Goals has grown and developed over two decades and now offers the wisdom and expertise of a team of highly experienced admission professionals, all of whom hold firmly to those principles of caring, professional, student-focused guidance and support that I consider essential.

I delight in seeing how College Goals’ students thrive, academically and personally, during their college years. We hear regularly from ‘our kids’ and their parents, because we create a strong and supportive bond during the college search. We support and guide them through an intense process of perceptive self-evaluation, goal setting and decision-making. The increase in our students’ maturity and self-assurance during the time we are privileged to work together is always, always extraordinary. When College Goals students head off to their colleges, we know, and they know, why they are there, and that they are in the best possible places for them to succeed.

I am also the mother of 5 and stepmother of 2 successful college graduates, some of whom chose alternative educational paths until entering top universities. They are now professionals, scattered across the globe from Hawaii to the south of France, focused on technology development, design, and teaching.

“We really cannot emphasize enough the importance of Joyce’s role in our daughter’s successful search for college admission. She is now a very happy freshman at a U.S. college and is loving her new campus life. I would, and do, recommend Joyce to any family starting out on the complicated but very rewarding journey towards college in the States. We will be following the same route with our second daughter who also wants to study in America, and I know Joyce will do as fantastic a job with her as she did with our first daughter. We now regard Joyce as a family friend and I know we and our daughter will always keep in touch with her.”

B. Family, Paris


“The wisest decision that we made as parents was to obtain the services of College Goals. By virtue of our advanced degrees, we thought initially that we were qualified to guide our daughter through the college admission process. In short, we were wrong. We quickly realized that the process especially for students attending high schools outside of the United States was too complex to manage without support. As we became more and more frustrated, Joyce Reed of College Goals provided us with the emotional and practical lifeline to allow our daughter to submit high quality applications to top universities. Her knowledge, professionalism and emotional support are exemplary.”
G. Family, Berlin


“I highly recommend Joyce Reed. Not only has she provided valuable information and tips at just the right moments, she knows how to listen and respond, and has helped me discover who I am. This has made me confident in my choices and therefore more active and assertive in the demanding college application process. Joyce has been, for me, a pillar of support and guidance.”
Student A.C., Paris

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