Describes tenets of continuing professional education marketing: identify target audience, define mission, assess community needs, identify competition, establish credibility, develop marketing plans, provide options, evaluate, and develop high-quality programs. Offers advice for pricing, cancellations, new courses, promotion expenses, direct…

Back in the 1990s, when Bill Clinton was president and the internet was still a novelty, college recruitment was remarkably low-tech. Most prospective students visited high school guidance offices, wrote away for information about schools, attended college fairs, and visited campuses they were considering. Most admissions and recruiting activities…

This guide was developed to meet the marketing, outreach, and recruitment needs of job training organizations. It is designed to help organizations create a positive and professional image of local job training programs in their business community. The guide is organized in three sections that cover the following: (1) marketing and outreach…

Examines differences between Canadian and American cultures as manifested in direct marketing letters. Investigates aspects of Canadian culture, including tolerance for others, awareness of class distinctions, and concern for the collective over the individual. Compares direct mail letters sent to Canadians and to Americans, analyzing the use of…

The 1972 Cable Television Marketing Workshop reviewed in depth a wide variety of marketing and public relations techniques as they pertain to cable television. The workshop was attended by representatives of commercial television systems throughout the United States; it was intended to disseminate the sales and marketing experience of those…

A survey of 20 British electronic information vendors found that 95% considered marketing important and suggested that it is likely to become more intensive and aggressive as competition increases in the information industry. Analyzed advertisements from professional journals and direct mail literature for readability, structure, and information…

Compares the communication strategies of small communities having successful industry recruitment programs with small communities having unsuccessful recruitment programs. Finds that the existence of a marketing program positively relates to recruitment success, and that direct mail with brochures and personal contact were the most common…

The effectiveness of direct media employed for promoting marketing, service and sales management conferences and institutes was analyzed. Direct mail was the preferred media for program promotion for business clientele. Three enrollment tables illustrate the effectiveness of different media by program area and course type. (EM)

Topics covered at AACRAO's 63rd annual meeting include: selecting commercial agencies; matching students to colleges; knowing student markets; direct mail; computer-assisted recruitment; four-year-college graduates; student mobility; and statewide articulation agreements. (LBH)

Rutgers' direct mail fund-raising campaign operated by volunteers and using computer and word-processing technology is outlined. Alumni were divided into subgroups and different techniques were used in the mail appeal, including personalized letters and reply cards. Suggestions for others undertaking such a campaign are noted. (MSE)

This introductory guide to nonprofit social marketing provides marketing techniques and guidelines in seven chapters. Topics covered include a general discussion of social marketing, with several definitions; market research, including factors to be considered in planning a marketing strategy, forces for and against educational changes, cluster…

Presents six ideas to improve public libraries' summer reading programs. Highlights include creating Web sites; marketing directly to parents rather than to schools through direct mail and collaborative promotion; statewide cooperative programs; the use of teen volunteers; scratch-off game cards; and off-site programs. (LRW)

This book provides business-oriented guidance for readers whose main preoccupation may not be marketing itself, but who need marketing skills in a higher education or further education context. Theory, practice, and case studies are focused on real issues connected to promoting courses and institutions. The chapters are: (1) Introduction; (2) The…

The use of marketing activities by educational institutions and the transfer of marketing activities from business to higher education are considered. Market analysis helps colleges and universities determine what programs, scheduling, or services are strong and to which student market the institution should appeal. It is suggested that the…

A centralized marketing and promotion office may or may not be a panacea for a continuing education program. Five major advantages to centralization of the marketing and promotion function are minimization of costs, a school-wide marketing strategy, maximization of the school image, enhanced quality control, and building of technical expertise of…