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ERIC Number: ED156278
Record Type: RIE
Publication Date: 1978-Jul
Reference Count: 0
Market Segmentation as a Planning Tool for Community College Recruitment.
Baratta, Mary Kathryne
In order to deal with the decline in full-time equivalent enrollment at Moraine Valley Community College (MVCC) for the first time in its ten-year history, a model recruitment plan was developed, aimed at increasing enrollments in college programs with weak draw and among communities and high schools whose participation rates were low. The plan was divided into high school and community components and was developed by a task force that included the deans of student development and of instruction, the associate dean of vocational education, the assistant dean of admissions, the directors of research and evaluation and of the public information office, and the executive vice president. The plan involved printing and distributing program brochures to high school students; MVCC administration meeting with high school administrators, counselors, and faculty as well as with high school juniors and seniors; visiting shopping centers in areas with low participation rates; releasing program news in newspapers; opening information centers; sending out bank mailers to depositers outlining MVCC offerings and services; advertising fall registration; and reorganizing the MVCC fall mailer to reach non-participatory groups. Information on each plan aspect, its target population, the tasks involved, who was responsible for task execution, and completion schedules is included. (TR)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: Moraine Valley Community Coll., Palos Hills, IL.
Note: 62 tables of data analyzing program participation rates by high school of origin, community, and geographical region have been deleted