ERIC Number: ED394587
Record Type: RIE
Publication Date: 1996-Feb
Reference Count: N/A
Recruitment Combined with Retention Strategies Results in Institutional Effectiveness and Student Satisfaction.
In Winter 1994, the Marketing Department at Salt Lake Community College (SLCC) in Utah implemented an educational marketing plan that incorporated a focus on customer service to improve institutional effectiveness and student satisfaction. The plan includes a retention and recruitment program to strengthen the college's relationship with current and prospective students, to enhance student success, and to provide tools to allow the institution to become more effective in its role. Primary target markets in the plan include SLCC marketing majors and concurrently enrolled high school marketing students, while secondary target markets include SLCC Business and General Studies majors, high school students participating in marketing events, education administrators, and businesses. As part of the plan, the Department undertook surveys of newly declared marketing majors, telephone calls to and personal interviews with all marketing majors, letters to General Studies and Business majors suggesting that they enroll in a Marketing class, and letters to employers to inform them that their employees have successfully completed Customer Service courses. After implementing the plan, the department experienced increases in enrollment for spring 1994 and fall 1995. (TGI)
Publication Type: Reports - Descriptive; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: In: The Olympics of Leadership: Overcoming Obstacles, Balancing Skills, Taking Risks. Proceedings of the Annual International Conference of the National Community College Chair Academy (5th, Phoenix, AZ, February 14-17, 1996); see JC 960 276.