The problems of underrepresentation of women and minorities in science and engineering occupations are complex and variant. Many institutions have to learn how to attract more women and minority students to the hard sciences and technologies which are still relatively non-traditional areas for both groups. The project described in this document…

Drawing from a review of pertinent marketing literature and observations of how selected colleges undertake marketing efforts, this paper presents a five-stage typology of community colleges according to their marketing orientation. For the five stages, each representing an increasingly integrated approach to marketing, the paper analyzes how…

In the past 15 years, Fashion Institute of Technology (FIT) has developed and successfully implemented a plan to recruit, keep, and graduate minority students. The strategic plan that was developed in 1971 stressed attrition and placement as the only two criteria that would be used to measure institutional success. Minimizing attrition and…

Describes a study of the marketing orientations found in two-year colleges and their relationship to enrollment trends within these institutions. Reviews the diversity of marketing approaches employed nationwide. Sees enrollment trends affected by sound marketing management organizations, sensitive marketing intelligence systems, and efficient…

Efforts undertaken to meet the challenge of diversity at the City University of New York's Borough of Manhattan Community College (BMCC) are described in this five-part conference presentation. In the first part, BMCC's president, Augusta Souza Kappner, provides an overview of the ethnic and demographic composition of the college's student body…

Recommends ways to ensure that a qualified leader is chosen as community college president even if top candidates withdraw late in the selection process. Urges trustees to keep selection deadlines open, show the college's true colors, broaden the search's scope, woo the best candidate, and tap new pools. (DMM)

A variety of marketing strategies can be used to maintain and increase community college enrollments. First, marketing research can be conducted to find out about the college's real and perceived image; to get a clearer picture of the lifestyles, attitudes, and interests of its clientele; and to target adult groups who are seeking educational and…

Tarrant County Junior College (TCJC) was organized in 1965. It adopted its first affirmative action plan in 1973 and has had a plan ever since. Although neither controversial nor wholeheartedly accepted by everyone, the plan has worked. In 1973, 13.9% of TCJC's employees were minority group members; in 1985, there are 1,280 employees with 21.4%…

This proposal represents a systematic and research-based effort to revitalize traditional recruiting practices and to establish a new recruitment model for reaching the nontraditional student in North Carolina two-year colleges. It includes activities of and findings from a model adult recruiting project. A project overview includes the objectives…

A study was conducted at Prince George's Community College (PGCC) to investigate the relationship between the age of the audience and the effectiveness of marketing techniques in attracting students to the college. The study focused on how and why community colleges market themselves, and why some techniques were more effective than others for…

Describes difficulties in locating and recruiting Indian students living off reservations and lack of information about financial aid among urban Indians. Discusses problems related to proving eligibility for financial assistance. Reviews efforts to improve educational access for urban Indians. (DMM)

Describes the work of the Indian Nations at Risk Task Force and a growing awareness of education's role in Native American society. Highlights successes of the Minnesota Indian Scholarship Program, expansion in Indian higher education enrollments, and the formation of tribally controlled colleges. Underscores the need for Indian leadership. (DMM)

Intended as a guide to help California Community College administrators plan for and manage enrollment growth, this document provides information on preparing enrollment growth plans, recruiting and marketing, and developing financial resources. Following a preface, background information is provided on enrollment growth management (EGM), defining…

A successful enrollment management system consists of a marketing program that ensures congruency between the image projected to prospective students and the actual environs of the college, and of means for the academic and social integration of students once enrolled. This presentation offers guidelines for the development of such a system, using…

Triton College's (Illinois) Faculty Recruitment Action Plan (FRAP) provides a detailed guide to hiring new faculty, focusing on the desired characteristics of new faculty; marketing and recruitment strategies; employment incentives; the application, interviewing, and selection process; new faculty orientation; a timeline for implementation; cost…