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ERIC Number: ED266752
Record Type: RIE
Publication Date: 1986
Pages: 107
Abstractor: N/A
Reference Count: 0
ISBN: ISBN-0-89964-245-4
The New Guide to Student Recruitment Marketing. The Best of "Case Currents."
Smith, Virginia Carter, Ed.; Hunt, Susan, Ed.
The 53 best articles from "Case Currents" on student recruitment marketing are presented. The importance of a marketing plan and ways to apply basic marketing principles to recruitment programs are explained. Eight sections cover: exploring the marketing concept; conducting market research and putting the data to work; reaching out to recruit adults and others; using personal approaches in recruitment programs; involving students and alumni to recruit students; communicating effectively through publications; creating memorable film and slide shows; and building audience awareness through advertising. Specific topics include: reaching unenrolled applicants and students who have never graduated; a management vs. sales model; using research to help the marketing program succeed; research that helps students choose the right college; comparing face-to-face, mail, and telephone surveys; taking classes to shopping centers; recruiting two-year college graduates; increasing the school's applicant pool; a campus visit for students; communicating through catalogs; test for clear writing; a college audiovisual show; the importance of the soundtrack to a college slide show; and knowing the institution and the market before advertising. (SW)
CASE Publications Order Department, 80 South Early Street, Alexandria, VA 22304 ($20.50 prepaid, includes shipping).
Publication Type: Collected Works - General; Guides - Non-Classroom
Education Level: N/A
Audience: Administrators; Practitioners
Language: English
Sponsor: N/A
Authoring Institution: Council for Advancement and Support of Education, Washington, DC.