ERIC Number: ED266752
Record Type: RIE
Publication Date: 1986
Reference Count: 0
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)
Descriptors: Advertising, Alumni, Audiovisual Aids, College Bound Students, College Choice, College Students, College Transfer Students, Higher Education, Institutional Research, Interpersonal Communication, Marketing, Public Opinion, Public Relations, Research Utilization, School Catalogs, Student Recruitment, Surveys, Writing Improvement
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
Authoring Institution: Council for Advancement and Support of Education, Washington, DC.