With respect to student recruitment, underscores the importance of creativity, presidential commitment, institutional research to investigate the college's image and identify its constituencies, and using the best medium to reach each group. Describes Des Moines Area Community College's use of billboards, public service and television…

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)

Points out the underutilization of facilities and the lack of service to potential students caused by the usual morning/evening scheduling pattern. Describes the planning and marketing of Mesa College's Afternoon Curriculum, which offered five six-week sessions during the academic year, and evaluates the program. (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)

This volume is a critical and objective study of the contemporary college student athlete. Framed around the process of recruitment, transition, and support of student athletes in higher education, the volume is a response to societal pressures to reform college athletics. Driven by publicity and the potential for revenue gains, colleges and…

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…

Reports on Tarrant County Junior College's media campaign using testimonials by former students to attract new students, inform the community about educational opportunities, and answer questions about the college. (DMM)

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…

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)

This collection of essays examines the role of marketing in the recruitment and retention of community college students. First, Philip Kotler and Leslie A. Goldgehn define the marketing process and assess its potential benefits. Richard C. Richardson, Jr., and Donald S. Doucette question the effectiveness of marketing in the community college.…

Developed by the Marketing Task Force at Prince George's Community College (PGCC) in 1981, this report presents a plan which identifies educational service needs, recommends strategies for responding to those needs, and suggests a marketing approach. The report begins by providing background on the four-stage marketing process implemented during…

Provides references to ERIC documents dealing with marketing community colleges. Covers the purpose of marketing, planning, and implementing marketing programs, the extent to which marketing is being used, descriptions of programs and activities at individual institutions, and the role of institutional research in support marketing. (DD)

Traces the expansion of marketing in postsecondary education. Enumerates the goals of Prince George's Community College's marketing task force. Defines marketing and suggests strategies for targeting marketing efforts toward high school students, business and industry, the general public, and students within the college. (AYC)

Information on the establishment of the Western Center (WC) of Wayne County Community College (WCCC) is provided along with recommendations for future development. Section I focuses on various aspects of the administration of the Western Center "launch," highlighting the importance of: (1) periodic status reports as exact indicators of…

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.…