A number of innovative recruitment publications are described and addresses for sample copies are provided. It is suggested that good publications, long an important recruiting tool, are especially necessary with today's declining enrollments and rising printing costs. (MLW)

Adrian College's steady increase and confidence in enrollment projections stem from a research-based, thoughtfully planned, carefully implemented, highly controlled marketing programs. Four major elements of a successful marketing mix are identified: product, price, place, promotion. (MLW)

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)

When new marketing strategies were adopted at Elizabethtown College, publications were seen as a good starting point for planning. Revamping publications led to the development of a publications flow system that in turn led to a communications flow system to schedule all mailings and telephone contacts. (MLW)

The principal objective of recruitment efforts should be to help students make the right college choice. Research can help decide what the college should--and can--say about itself in publications, and how the communication factors can be organized most effectively. (MSE)

Many institutions are trying to increase their enrollment of adult continuing education students. Direct mail recruiting techniques are described, including: (1) frame the message for the audience, (2) state benefits of purchase, (3) stimulate action, and (4) assess responses and measure effectiveness. (MLW)

Through a coordinated approach, Evergreen State achieved three goals--enrollment growth, increased student retention, and greater public awareness. Six steps to develop a marketing plan are identified: review the institution's position; establish administrative leadership, adapt educational services; and prepare, coordinate, carry out, and…

To boost the enrollment for the spring 1983 semester, Pan American University started a project to find unenrolled applicants and former students. Academic deans sent these students a letter, a questionnaire, a partially completed application for re-admission, and a re-addressed, stamped envelope. (MLW)

CASE's recognition award winners (judged by corporations, foundations, publishers, volunteer and educational institutions/associations, and CASE members) are presented. Awards covered public relations, financial support programs, alumni relations, volunteer involvement, electronic media, publications, student recruitment, news and information…

Three major types of market research can be helpful in college marketing: exploratory (internal and external to the college); developmental, to test marketing strategies and messages; and evaluative, to complete the market planning cycle. Increasingly sophisticated and accountable marketing techniques can be developed. (MSE)

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)

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…

Public relations and admissions are shown to be related. It is not necessary to use exotic PR tools to recruit students. Some suggestions include: the magic of marketing; national, local and hometown media; publications; filmstrips or cassettes; fairs and festivals; public service; and logo buttons, decals, etc. (MLW)

In 1971 when a drop in the college-age population was forseen by Kirkwood Community College, it determined to maintain a share of the traditional market and to aggressively pursue the older student market. Innovative programs, promotional strategies, cooperation with business, and graduates from two-year colleges are discussed. (MLW)

A nine-point plan is given for opinion research for college marketing: obtain administration commitment; determine specific research needs; define college goals measurably; establish a recruitment committee; identify vital publics; focus research on them; develop questionnaires; determine research mechanism; and assign responsibility and…