Different types of donors may respond better to different types of approaches. Models built for four major donor groups (alumni, nonalumni individuals, business organizations) are described. (MLW)

A managerial process for enhancing the image and public reputation of a higher education institution is outlined. It consists of five stages: market research; data analysis and market positioning; communication of results and recommendations to the administration; development of a global image program; and impact evaluation. (MSE)

Many higher education institutions have allowed market fragmentation by permitting their names to be used in many forms and many ways. Specific techniques can be used to discover the power and value of the institutional name, identify what it communicates, and learn how to use it to convey identity effectively. (MSE)

Institutions need coordinated events programs that support institutional goals and are closely related to them, whether the objective is fund raising, student recruitment, or improvement of the college image. Carefully selected and planned events create news, affect perceptions, influence attitudes, spark emotions, and affect people's decisions…

A discussion of institutional stature in higher education focuses on its development and determination and strategies for its enhancement. The central theme is that although colleges and universities are affected by trends in the external environment, they can plan, respond, act, and organize themselves to improve their stature. The report…

The essays in this collection argue that community colleges have much to gain by seeking out and maintaining positive recognition of the features that distinguish them from other colleges in the region and state. In addition, the sourcebook contains articles discussing the process of conducting a search for institutional distinctiveness and ways…

Advice for colleges on how to identify, develop, and communicate a positive image for the institution is offered in this handbook. The use of market research techniques to measure image is discussed along with advice on how to improve an image so that it contributes to a unified marketing plan. The first objective is to create and communicate some…

The application of basic marketing techniques to achieve the goals of colleges and universities is discussed. The guide is designed to help administrators and admission officers influence the image projected by their institutions. Attention is also directed to how to position an institution among its competitors, how to develop activities and…

Student admission criteria and a college's advising and recruitment efforts are viewed from the perspective of a growing higher education establishment trying to attract students. A student selection model is proposed, derived from an "innovation-decision process" (Rogers and Shoemaker), which focuses on applicant behavior and decision-making…

A study investigated the perceptions of human resource managers (n=243) concerning graduates from 9 area colleges, using 40 criteria to differentiate potential employees. The results support use of the methodology by colleges and universities to investigate factors contributing to institutional image within the business community. (MSE)

Pepperdine University's (California) 1980s fund-raising campaign was designed to raise overall institutional visibility, establish an image of quality education, improve institutional image in the business community, increase fund-raising momentum, and raise significant money for immediate capital needs. Theme, staffing, and advertising were key…

Reports a survey of 315 higher education and private secondary institutions in Australia, Canada, New Zealand, United Kingdom, and United States that investigated factors critical to success in international marketing of educational programs. Results suggest that two factor groups (reputation and resources, and possession of international…

A 1989 survey of 1,800 first-year pharmacy students from 18 schools identified factors in pharmacy school selection and compared findings with 1985 data. Factors considered include institutional reputation, academic environment, finances, degrees offered, curricular options, advising, and student characteristics. Institutional reputation and…