ERIC Number: ED190180
Record Type: RIE
Publication Date: 1980-Jul
Reference Count: 0
An Investigation of Plans and Procedures for Increasing Student Enrollments in Selected Southern California Community Colleges.
Huguley, Sally M.
A study involving interviews with administrators at seven randomly selected Southern California community colleges was conducted to identify the marketing strategies undertaken by these institutions to increase student recruitment. During the interviews, respondents were asked to: (1) outline the functions of their public relations office; (2) identify the marketing techniques they have used and those that have proven successful in increasing enrollments; (3) discuss the problems encountered in applying these techniques; (4) indicate the attitudes of faculty, staff, and administrators toward recruitment activities; and (5) enumerate any future plans to increase enrollment. Major findings revealed that mass mailings of college catalogs, brochures prepared for specific target groups, high school visitations, orientation programs, retention efforts, and the creation of programs designed to attract non-traditional students were among the most effective recruitment strategies. Lack of financial resources was the problem most often encountered in attempting to increase enrollment. Only one of the seven colleges had designed and administered a formal measurement tool to assess recruitment activities. The study report analyzes findings for each of the seven colleges and provides a review of the literature on marketing strategies in community colleges. A bibliography and the questionnaire are included. (JP)
Publication Type: Reports - Research; Information Analyses
Education Level: N/A
Authoring Institution: N/A
Note: Graduate seminar paper, Pepperdine University