Target marketing is defining school enrollment goals and then developing a strategic plan to accomplish those goals through the use of specific communication vehicles and community focus. It is critical to reach the right audience, with the right message, at the right time, for the right cost. In this brief article, the author describes several…

One of the most dramatic developments within higher education in recent years has been the rapid expansion of the "international trade" in education services. Universities and colleges have, of course, always been international in scope. Students and faculty have for centuries crossed international borders as part of their academic…

America's urban Catholic schools are in crisis. This report finds that over 1,300 schools have shut down since 1990, mostly in our cities. As a result, some 300,000 students have been displaced--forced to attend other public, private, or parochial schools. The school closures have cost taxpayers more than $20 billion to accommodate the additional…

In the current environment of increasing competition for shrinking resources and the dramatic changes in educational service delivery in response to recent technological advances, marketing is becoming increasingly important to the success of adult literacy programs. Individual attitudes toward marketing in the educational sector differ greatly…

Vocational education has suffered enrollment problems simply because there are fewer students today than a few years ago. Other factors that have hurt vocational enrollments include recent efforts to increase the number of academic credits required for graduation, and in the case of area vocational-technical schools, negative attitudes toward…

The author presents a method for developing a marketing plan. She applies this method to marketing vocational education, covering such areas as (1) audience, (2) product, (3) message, (4) communicating the message, and (5) evaluation. (CH)

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)

Because educators have a social responsibility to those they teach, the marketing concept may not be adequate as a philosophy for continuing education. In attempting to broaden the audience for continuing education, educators should consider a societal marketing concept to meet the needs of the educationally disadvantaged. (SK)

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)

Details some general marketing principles that a college admissions officer could use: adjusting plans to a changing institutional environment; making consumer-oriented plans and policies; aligning institutional qualities with the market segment that seeks such qualities; developing materials to be mailed to prospective students; and using…

A marketing plan which sharpens objectives, guides policies, and coordinates efforts should be applied to admissions procedures. (Editor)

Educational marketing--which uses marketing methods unique to education institutions, including segmentation, direct mail, and information technology--is discussed. A model for student recruitment developed by the University of Pittsburgh is described. (Author/MLW)

If marketing in higher education is oversold, it may be that it is not fully understood. Higher education can learn from marketing as practiced in the profit sector, but it needs to research and practice those aspects that are good for education and discard those that are incompatible with education's value structure. (JMD)

Includes 50 cost-effective ideas for promoting camp in the areas of recruiting new campers, encouraging returning campers, advertising strategies, printing brochures and other written materials, using photographs, targeting groups for camp facility rental, and effectively using the media. (LP)

Illustrates how the Middletown (Connecticut) adult education program increased enrollment through careful design and distribution of a promotional package (handbook, catalog, newsletter, and brochures) supported by press releases, media ads, posters, and mailings. Provides a template for promotional materials. (SK)