This study compares library and information studies (LIS) departmental websites from 1999, 2009, and 2019 to explore the evolution of program promotion practices. Websites were analyzed using the 7Ps Marketing Mix model to explore how programs were marketed across this timeframe. Similar promotional messages were used across the years, but a key…

This study was designed to determine the marketing strategies used by Texas public school districts, the factors influencing changes, and the extent to which districts are intentionally developing a market niche to attract families. The research was guided by three questions: 1. How do independent school districts in Texas market their schools? 2.…

These days, branding is everything. Marketers go all out to position their product, control its image, and spin the message. For marketers at the nation's colleges and universities, the stakes are especially high. After all, they are entrusted with the image of institutions that have, in some cases, spent centuries building up their brand…

Recruiters and marketers within the Alabama Community College System are tasked with increasing enrollment at their institutions. The methods of accomplishing this goal include traditional strategies as well as new and emerging ones. Unlike personnel at other institutions of higher learning, however, community college recruiters and marketers have…

This paper explores social media marketing strategies applied by Canadian universities as a tool for institutional branding, recruitment and engagement of home and international students. The target sample involves the total population of Canadian university-status institutions ("N" = 106). Qualitative data were collected from two major…

Rebranding and positioning a school district has become critical to satisfy the "customer's" appetite, enhance public relations, and advance consumer perceptions. A service design model provides a district with the framework to advance its position by identifying attributes and prompts to satisfy customer needs and increase student…

Online programs and courses are established presences in higher education, and so are processes such as online registration. Prospective students routinely turn to the web for information to help them decide on the most appropriate programs for their situation. Digital public relations (digital PR) is rapidly becoming one of the cornerstones of an…

The education market is becoming more competitive and far more crowded. The economic downturn has caused many families to reconsider their priorities, re-evaluate their budgets, and refocus their attention. Once considered one of the dark arts, whose very tenets were unacceptable in a mission-based environment, branding is now widely regarded as…

Enrollment management is a major component within the organizational structure of most four-year universities today. However, this is not necessarily the case with community colleges. With the continual decrease in public funding and increased competition with private colleges and universities, public community colleges are now being forced to…

The literature on educational marketing to date has been concerned with the ways by which schools market and promote themselves in the community, their strategies to maintain and enhance their image, and the factors affecting parents and children and the processes they undergo when choosing their junior high and high school. Yet, there remains a…

Compares the communication strategies of small communities having successful industry recruitment programs with small communities having unsuccessful recruitment programs. Finds that the existence of a marketing program positively relates to recruitment success, and that direct mail with brochures and personal contact were the most common…

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)

Suggests that educators lack understanding of the nature of marketing and the collegiate product. Establishes priorities for developing a marketing plan, identifies the potential benefits and inevitable problems of a marketing program, and offers examples of successful promotional activities. (DMM)

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)

Discusses the types of foster families needed by child welfare agencies and the use of marketing concepts to attract and keep these families as substitute caregivers for children. (HOD)