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ERIC Number: ED170009
Record Type: RIE
Publication Date: 1979-Apr
Pages: 10
Abstractor: N/A
Reference Count: 0
Using Community-Based Marketing Research to Increase Enrollments.
DeCosmo, Richard; Baratta, Mary Kathryne
The marketing approach used by Moraine Valley Community College (Illinois) was designed to expand the participation of underserved groups within its district at all levels of higher education. The plan was based upon the premises of equal access, provision of program information, setting of priorities among constituencies, program manageability, staff involvement in planning, plan monitoring, and simplicity. The specifics of the plan were designed around research regarding the participation rates of various groups within the district. Data were collected on current students, programs which attracted recent high school graduates, and participation rates of area high schools and various communities. Priorities were established and strategies were developed to increase participation in the college's programs and services. These strategies included: developing and distributing brochures for underenrolled programs; meeting with administrators, counselors, and faculty at high schools with low participation rates and arranging to speak to juniors and seniors at these schools; mailing program information to all high school vocational department chairpersons; visiting shopping centers; placing ads in local papers; opening an information center in the community with the lowest participation rate; and using mailers and signs. Enrollment increased by over 200 full-time equivalent students and nearly every target area showed increased participation. (Author/MB)
Publication Type: Speeches/Meeting Papers; Reports - Descriptive
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Pre-AACJC Confernece of the National Council for Research and Planning, "Using Research and Planning in Marketing the Two-Year College" (Chicago, Illinois, April 27-28, 1979)