ERIC Number: ED121384
Record Type: Non-Journal
Publication Date: 1976-Jan
Reference Count: N/A
Community Response to Direct Mail from a Community College, Including an Evaluation of a Credit Card Plan.
Tatham, Elaine L.
This report compiles three studies conducted by the Office of Institutional Research at Johnson County Community College (JCCC) to evaluate the cost effectiveness of the various publicity methods initiated since 1971 to promote continuing education/community services activities. The three studies are: (1) cost effectiveness of newspaper advertisement, special brochures, and a variety of course bulletins and catalogs mailed to each county household; (2) trial credit card plan evaluation; and (3) opinion of Johnson County residents concerning direct mail course information. The effectiveness of the various course bulletins id determined through a tally of the sources of course registration forms actually used. The trial credit card plan for payment of tuition and/or course fees is evaluated based on its cost effectiveness: how much the plan cost, how many people used it, and how much it influenced the student to take more courses. Results of an opinion survey of 47 randomly selected credit users are also analyzed. Through voluntary returns of a brief questionnaire in the course bulletin and a random telephone survey of 200 Johnson County residents, community opinion about the college and the utilization of mailed bulletins is surveyed. The results of the three studies are discussed in an overall summary, and methods of improving publicity are recommended. (JC)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: Johnson County Community Coll., Overland Park, KS.