ERIC Number: ED233751
Record Type: Non-Journal
Publication Date: 1979-Jul-9
Reference Count: N/A
A College Marketing Plan That's Working: Final Report. CASE Certification Program in Executive Management.
In response to a 3% decline in fall 1977 enrollments, Odessa College developed and implemented a comprehensive marketing program. After initial planning, a marketing task force and nine mini-task forces were created to deal with the topics of community economic markets, community cultural markets, student retention, student recruitment techniques, image evaluation, future programs and services, foundation and resources, and research and data. The primary immediate goal of the marketing task force was a 10% enrollment increase in fall 1978. Of the 34 proposals of the task forces, 12 were selected as priorities by the college president. Among the achievements of the marketing task force were the following: (1) outreach to minority communities through a luncheon held for community leaders, public service announcements on television and radio programs geared to Spanish-speaking audiences, and visits to local high schools; (2) a coordinated advertising campaign using television, radio, newspapers, direct mailings, and campaigns targeted at recent high school graduates and older nontraditional students; (3) the development of an information center staffed by student volunteers; (4) a revision of college publications and the creation of an information kit on college programs that could be updated easily and inexpensively; and (5) a variety of other special projects. The bulk of the program description consists of appendices providing information on the charge, activities, and outcomes of Odessa's marketing efforts. (LL)
Publication Type: Reports - Descriptive; Tests/Questionnaires
Education Level: N/A
Sponsor: Council for the Advancement and Support of Education, Washington, DC.
Authoring Institution: Odessa Coll., TX.