Guidelines are offered for more effective use of college campus recruitment videos. Suggestions include mailing tapes to selected students; supplying tapes to feeder schools and counselors; displaying the video at off-campus recruitment events; and showing the video on television. Additional targeting ideas (such as use with international…

Whether facing budget and staff cuts or event logistics, alumni associations can make good use of volunteers. Three important rules for volunteer program management include maintaining good volunteer relationships, knowing when to ask for help, and recruiting good veteran, novice, and even nonalumni volunteers. (MSE)

Admissions Marketing Group Research--gleaned from studies of parents, students, and counselors--suggested several reasons why public relations professionals should play a major role in the recruitment picture. (MLW)

To recruit students and raise money, some colleges are presenting increasingly distorted pictures of themselves. Misrepresentation in fund-raising includes using money for a purpose other than the one for which it was raised. (MLW)

Suggestions on how to improve first-contact recruitment mailings are provided: involve experts in planning, include cover letter, target messages, find a great writer for brochure and cover letters, keep it short, sell location, print brochure in colors, eliminate evidence of computer-generated messages, etc. (MLW)

It is not effective to focus on the process of public relations, student recruitment, or fund-raising. In the 1990s, public relations must use rigorous research to achieve measurable results, not just more paperwork. (Author/MSE)

Geodemographics can pinpoint potential college students, increasing the cost effectiveness of recruiting processes for many institutions. The geodemographic analyst should be able to produce penetration reports, lifestyle profiles, high school profiles, maps, and zip code ranges. Costs vary greatly, and the result is information that the college…

Publications consultants picked three student recruitment brochures that were the best search pieces they had seen and described why they worked. The three brochures and their designers included: University of Pennsylvania and North Charles Street Design Organization; Carleton College and George Dehne; and DePaul University and Stein Educational…

The rush to establish effective alumni/admissions volunteer programs is discussed. Institutions call on alumni/admissions volunteers not only because they fill in geographic gaps for the admissions office, but also because they serve as good examples of what a college can do for today's students. (MLW)

Based on Gustavus Adolphus College's experience with hiring a consultant for student recruitment, suggestions for optimizing the working relationship are provided. Issues include establishing needs, selecting a firm, setting a schedule, using progress reports, and avoiding communication problems. (MSE)

The promotional campaigns of three colleges who attract nontraditional students are described. Metropolitan Community Colleges (Missouri) showcase alumni success stories and faculty profiles. The University of Maryland University College uses ads in regional newspapers. The University of Richmond University College uses advisory boards made up of…

There are ways to fire an unproductive volunteer and still do minimal damage to both the volunteer and the alumni association, but an ounce of prevention is advocated. Some types of volunteers that might cause problems are identified and advice on what to do when dismissing a volunteer is provided. (MLW)

In an interview, Dorothy A. Durkin, a successful marketing specialist at a major university's school of continuing education, discusses her approach to marketing, specific strategies, and techniques for using and storing information. She offers five guiding principles for reaching prospects personally and persuasively. (MSE)

Identifies principles of attracting alumni volunteers to community volunteer projects organized by college alumni organizations, considers ways alumni organizations get involved in community service projects, suggests benefits of such projects for alumni organizations, offers principles of successful partnerships with national service…

Two surveys on how students choose a college are reported. Reputation is often the most powerful of all influence factors. Sources of first information about colleges are identified: friends, parents, college recruitment publications, college guide books, etc. The declining role of the high school counselor was noted. (MLW)