Methods for combating declining applicant pools at women's colleges are discussed. Research suggests that effective student recruitment can be facilitated by the use of single-gender market niche as a means for differentiation and parent influence for promotion. Review of strategies currently used indicate these marketing methods are underused and…

This case study details some effective techniques the University of Hartford (Connecticut) uses for using data analyses to monitor marketing, recruiting, yield, financial aid packaging, first-year and transfer retention, and other key areas. The importance of teamwork and a unique collaborative approach to enrollment management is emphasized.…

Argues that effective marketing is essential for community colleges to keep pace with a changing environment. Presents a broad definition of marketing that includes delivery of educational services and maintenance of a student-centered college environment. Reviews award-winning two-year college marketing strategies and outlines a step-by-step…

The annual report, still vital to most colleges, is a key tool in communicating with the public for fund raising, community and government relations, student recruitment, and public relations. Format and content are more flexible, and institutions are making efforts to be environmentally conscious and save time and money. (MSE)

A study tested responses of 201 upper division business students to 8 graduate business school recruitment ads with similar content but written in different styles. Results suggest that certain styles, independently and in combination, do affect perceptions on lower-order dimensions (ad interest, appeal, believability, clarity) but not broader…

The increased economic ends of the community college have eroded its traditional focus on student access, student development, and a comprehensive curriculum. (Contains 2 tables.)

This manual provides a comprehensive guide to college activities associated with the implementation of General National Vocational Qualifications (GNVQs) in Britain. Part A addresses GNVQ curriculum planning and management at the college level. This part includes the following sections: description of the context; questions that need to be…

This paper describes the initial analyses needed to help institutions of higher education plan majors in nursing and allied health as institutions look for new markets based on demographic and employment factors. Twelve variables were identified and weighted to describe an ideal recruitment market. Using a three-phase process, potential U.S.…

The University of Rhode Island, through the cooperation of its College of Business Administration and Department of Languages, has undertaken efforts to market its business language program. The target group consists of the incoming freshman class, all of whom must have completed 2 years of high school language study and do some college work in a…

The practicum reviewed the literature and research on the history, evolution, and current status of women's colleges in the United States with a view toward discovering a viable mission for women's colleges and new marketing and recruiting strategies to support their survival. The findings were analyzed and applied to the prevailing situation at…

The impact of media marketing strategies on continuing education enrollment at the State University of New York College at Brockport (SUNY-CB), was evaluated. The evaluation of advertising impacts used advertising records of SUNY-CB and other area colleges and a telephone questionnaire instrument. A stratified, random countywide sample, in…

Tested is the hypothesis that admission offices of colleges offering two-year degrees will be less likely to reflect a marketing orientation in their responses to prospective students than colleges and universities offering more advanced degrees. Information sent by 858 institutions of higher education to potential students is described and…

The recommendations presented in this paper for successfully implementing a two-year college student recruitment campaign focus mainly on the high school senior and presuppose the existence of a recruiting staff. Initially, it is emphasized that an effective campaign is based on a series of positive items. Elements of a successful recruitment…

This guidebook is designed as a brief introduction to the use of attitude research as a tool in the student recruitment process. Opinion and attitude research are briefly described from the perspective of the academic communicator. Topics include the following: the difference between opinion and attitude research, the two basic forms surveys…

A time sequence of recruitment activities was developed using high school data to represent the total, potential, and actual student markets for Pennsylvania State University. High schools with similar characteristics were grouped according to potential recruitment yields. Under the assumption that college decision-making behavior approximated the…