ERIC Number: ED389487
Record Type: RIE
Publication Date: 1995
Reference Count: N/A
Increasing Enrollment in Religious Education Classes by Applying a Variety of Marketing Techniques.
Ahlborn, Ernest S.
A marketing program implemented in 18 small, rural agricultural communities aimed at increasing enrollment in the daily religious classes held by the Church of Jesus Christ of Latter-day Saints (LDS). Approximately 23 percent of the population in the 18 communities belong to this Church. Daily religious instruction is provided in released-time from school, early morning classes, and home study settings. Seminaries (classes for high school students) meet in separate, church-owned or rented buildings near public schools. Prior to program implementation, it was estimated that only 1,233 students were enrolled in religious classes out of 1,600 eligible students in grades 9-12. Specific marketing strategies included organizing a planning task force; developing an enrollment instruction booklet to be used by church leaders; instructing faculty and student leaders on how to enroll students; introducing improved record keeping procedures; implementing methods for identifying potential students; and administering a student questionnaire to help understand student motivation for seminary enrollment. Although subsequent enrollment increased by 7.3 percent, the percentage of eligible students participating in seminary classes remained the same. This report concludes that more potential students were identified, and that without the use of marketing practices, enrollment would have decreased. Peer-group contacting was the most successful marketing technique. Appendices include sample curriculum, student record forms, student questionnaire, enrollment booklet, statements from church leaders, parent and student handout, stake and ward enrollment totals, 3-year enrollment comparison, and questionnaire tally sheet. (LP)
Publication Type: Dissertations/Theses - Practicum Papers; Tests/Questionnaires
Education Level: N/A
Authoring Institution: N/A
Identifiers: Church of Jesus Christ of Latter Day Saints; Market Analysis
Note: Ed.D. Practicum, Nova Southeastern University. Some pages of the appendixes contain light, broken type.