ERIC Number: ED324087
Record Type: RIE
Publication Date: 1990-Aug-18
Reference Count: 0
Re-Entry, Recruitment, and Retention: A Community Relations Model for Sacramento City College.
White, Maureen E.
Enrollment statistics and projections confirm the importance of focusing community college student recruitment and retention efforts on re-entry students. Re-entry students are a distinct and growing population whose educational requirements often differ from those of younger, traditional students. The literature on adult learners indicates that: (1) among the variety of reasons that adults return to school are that they have advanced as far as possible in their career field, they are demoralized by working long hours for low pay, or that their credentials are out-of-date; (2) curricula and instruction for adults should build on their prior learning and experiences; and (3) adult learners tend to be goal-oriented, interested in putting their knowledge to practical use, and affected by situational, dispositional, and institutional barriers to formal education. Marketing a community college education to this group should take advantage of existing knowledge about adult learners' goals, characteristics, and needs to select an appropriate communication method and message. While marketing efforts are being undertaken to sell the community college's "products," public relations efforts should focus on selling the college itself, with the lessons of communications theory applied to both efforts. Building upon the principles of marketing, public relations, and communication theory, and drawing from research findings on the effectiveness of various recruitment methods and programs for re-entry students, Sacramento City College (SCC) has developed two proposals to restructure and expand the college's re-entry program. One calls for the development of a comprehensive community relations plan based on other SCC recruitment models and re-entry programs to be incorporated into the college's overall marketing plan. The other calls for the development of a video to inform the community about re-entry education and promote SCC. Timelines, budgets, and an 83-item bibliography are included. (AYC)
Descriptors: Adult Education, Adult Learning, Adult Programs, Adult Students, Andragogy, Community Colleges, Marketing, Models, Program Descriptions, Public Relations, Reentry Students, School Community Relationship, School Holding Power, Student Recruitment, Two Year College Students, Two Year Colleges
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Sacramento City College CA
Note: Paper presented at the Annual Convention of the Speech Communication Association (76th, Chicago, IL, November 1-4, 1990).