This paper was developed for the Illinois State Board of Education as part of a year long project to address the issue of personnel shortages in special education. Recommendations from a number of state committees and professional organizations were analyzed and additional input obtained from various professionals in regular and special education.…

A guide to the development and operation of a college enrollment management system is presented for college administrators. After describing current issues that affect traditional student enrollments, the concept of enrollment management is defined, and its basic elements are introduced, along with broader organizational perspectives such as…

Simply stated, enrollment management is the process of defining enrollment goals and establishing procedures to reach these goals. The approach consists of a variety of interdependent activities, which can include the clarification of institutional mission, long-range planning, academic program planning, marketing and recruitment, retention, and…

The application of basic marketing techniques to achieve the goals of colleges and universities is discussed. The guide is designed to help administrators and admission officers influence the image projected by their institutions. Attention is also directed to how to position an institution among its competitors, how to develop activities and…

A compilation of the best articles from "CASE Currents" on involving volunteers in institutional advancement programs is presented. Overall topics include: management of volunteers, working with trustees (volunteers at the top), benefits of participation for volunteers, and involving volunteers in fund raising, public relations, student…

In 1985, in response to a sharp decline in student enrollment in vocational programs, especially in forestry and drafting technologies, Chemeketa Community College (CCC) (Oregon) adopted a carefully targeted marketing technique involving the use of a sales representative to approach prospective students directly. A temporary part-time position of…

Strategies used by small liberal arts colleges to maintain adequate enrollment levels were assessed, with attention to colleges that were classified as private liberal arts II colleges by the Carnegie Commission. The baccalaureate degree was the highest degree offered by the colleges in programs in the arts and sciences and in teacher preparation.…

A study was conducted by Daytona Beach Community College's (DBCC's) Mid-Florida Research and Business Center to determine the market for the educational services which fall within the mission of DBCC, to identify target populations within that market, to explore educational needs and perceived desires, and to examine community opinions of DBCC and…

Presented are several of the techniques that have been used as part of a comprehensive market research program at Carleton College (Northfield, Minnesota). The basic focus is on regional segments in Carleton's applicant pool. Carleton's position in the market is examined in relation to selected types of schools with which it competes for…

A description and discussion of a university market penetration plan looks at problems and opportunities related to market selection, establishment of performance objectives, timing, use of human resources, developing a promotional plan and activities, doing a market survey, garnering alumni support, using the media, and using college-community…

A survey of one college's freshman and transfer students was used to test a five-component model of college choice behavior. It looked at the relationships between students' perceived decision influences (recruitment strategies) and student gender, residency status, and religious affiliation. (MSE)

Offers an annotated bibliography of ERIC materials on ways in which two-year colleges have assessed the educational needs and interests of their service areas, descriptions of community college programs for local employers, and descriptions of and guidelines for the marketing efforts of community colleges and proprietary schools. (AYC)

Results of a survey of four-year colleges and universities concerning faculty attitudes to and participation in student recruitment and institutional marketing efforts are reported, along with possible differences between private and public institutions' faculty attitudes and involvement. (MSE)

Results of a survey of adults in northeastern Ohio indicates there is a substantial market for higher education, amounting to 33 percent of the adults not currently in school. Respondents identifying themselves as nonprospective students stated financial aid, employment, child care, public transportation, weekend classes, and academic counseling…

Research on college choice as it relates to students' characteristics is reviewed, and the choice process is shown to be a complex series of activities, with individuals participating in it differently. Parent education is a stronger influence than race or gender. Groups are likely to respond to different marketing strategies. (MSE)