The author suggests ways in which the continuing education program administrator can find and use sources of marketing information and techniques to expand and effectively promote continuing education programs. (SK)

Recruiting middle school students for vocational education must be a comprehensive process that includes developing student interest and securing the support and participation of administrators, counselors, teachers, and parents. (SK)

Advertising is seen as an important part of any college marketing strategy. A well-planned advertising campaign can increase public awareness and reinforce the positive attitudes of current students toward the program. Objectives, reaching the right people, and marketing strategy are discussed. (MLW)

Defines publicity, advertising, and promotion. Explains the four principles of using media in educational marketing: know the goal of the promotion, the interests and biases of newspapers and radio and television stations, the programs of other local educational services, and the definition of newsworthiness for the various media. (DD)

Discusses promotional possibilities educational institutions should consider to gain popular support and media attention. Gives examples of how popular appeal can be garnered through simple, low-cost, team-generated promotional plans. Urges schools to break from their disposition toward inaction and find available publicity options. (DMM)

In the face of declining enrollments, the small rural community college can no longer afford not to include a full-time public information officer on the administrative staff. An investment in a public information office, with an expert officer supported by a full- or part-time secretary, can build a valuable cadre of college advocates in the…

Media relations efforts at Wittenberg University are concentrated on newpapers, magazines, and radio and TV stations that will heighten the institution's visibility in the areas of student recruitment and fund raising. The college president is seen as the institution's chief public relations officer.

Discusses factors involved in the decision to use electronic media in educational marketing. Explains the use of public service programing and paid commercials, including the information needed from the station, the possibility of in-house production, and methods of choosing the medium and air time to purchase. Mentions alternative media and…

It is proposed that retaining and promoting membership in alumni associations should have equal attention. An attractive membership benefits package can help retain members. Direct-mail promotion can take a number of forms, capitalizing on alumni's varied perceptions and motivations. A calendar is given for targeting promotions. (MSE)

Describes the appointment and charge of a statewide marketing committee to study trends and issues related to declining enrollments in North Carolina's community college system. Reports on the committee's recommendations, the initiation of a statewide promotional campaign to implement them, and the campaign's impact on enrollments. (DMM)

The use of marketing activities by educational institutions and the transfer of marketing activities from business to higher education are considered. Market analysis helps colleges and universities determine what programs, scheduling, or services are strong and to which student market the institution should appeal. It is suggested that the…

Ten elements are suggested for successful special alumni or fund-raising events: adequate planning time, centralized leadership, wise personnel selection, careful program structuring, attention to detail, special touches that add showmanship, provisions for eventualities, special treatment for special guests, media planning, and follow-up. (MSE)

A compilation of the best articles from "CASE Currents" on involving volunteers in institutional advancement programs is presented. Overall topics include: management of volunteers, working with trustees (volunteers at the top), benefits of participation for volunteers, and involving volunteers in fund raising, public relations, student…

Ten marketing concepts to consider are discussed including: assigning a protagonist, understanding of institutional mission, testing purpose against constituencies, planning effectiveness, positioning, politics, prioritizing, promotion and publicity, choosing representatives with a sense of passion, and performance or delivery of promised…

Offers guidelines on the development of nontraditional study abroad programs (i.e., those open to sophomores and seniors as well as juniors and to students without foreign language proficiency). Discusses program promotion, and student recruitment, selection, orientation, and reentry to the U.S. Stresses the need for a full-time program director.…