In 1987, a study was conducted through the Marketing Efforts of Community Colleges in America (MECCA) project to assess the scope and status of marketing/institutional advancement efforts among two-year institutions. Questionnaires were mailed to marketing officials at 331 community, junior, and technical colleges, requesting information on institutional characteristics, place of the marketing program within the organizational structure, planning, foundation and financial support, student recruitment efforts, public relations and institutional image, efforts to promote external support, minority recruitment, and projections for the future. Study findings, based on a 71.6% response rate, included the following: (1) at most institutions, the chief marketing officer spent less than 50% of his/her time dealing with marketing issues; (2) outside consultants were used to assist in planning and implementation by nearly half of the colleges; (3) most two-year institutions used internal operating funds to support their marketing programs, though approximately half devoted less than 1% of the operational budget to support the effort; (4) about 50% of the colleges reported written marketing plans, covering a 1- to 2-year period; (5) marketing personnel believed that staff and faculty were highly supportive of their efforts in approximately half of the colleges; and (6) 84% predicted that their colleges would become more actively involved with marketing in the future. (MDB)