ERIC Number: ED272242
Record Type: RIE
Publication Date: 1986
Reference Count: 0
Impact Measures for a Marketing Intervention Strategy at a Two-Year College.
Donsky, Aaron P.; And Others
In fall 1983, Dutchess Community College (DCC), Poughkeepsie, New York, implemented a strategic planning process which ultimately resulted in the development of short- and long-range marketing plans. The initial marketing approach began in spring 1985 and was directed toward a pilot project to affect summer 1985 enrollments utilizing a market segmentation approach. The project involved sending personalized letters to students who had been attending college elsewhere, encouraging them to enroll at their low-cost neighborhood community college during the upcoming summer and transfer the courses back to their present institutions. The study involved a control group consisting of all 2,351 graduates of county high schools during 1984-85, and an experimental group composed of 1,887 freshman, sophomore, and junior students attending colleges other than DCC. Members of both groups received the same letter describing the summer session as well as a direct response inquiry card which could be used to obtain more information. After the completion of the summer session, college registration lists were compared with the names of students in the control and experimental groups, revealing that 6% of the experimental group and 3% of the control group registered for the summer term. Based on study findings, it was decided to expand the targeted marketing approach for the following summer. The study report includes a review of the literature on educational marketing. (RO)
Publication Type: Reports - Research
Education Level: N/A
Audience: Administrators; Practitioners
Authoring Institution: Dutchess Community Coll., Poughkeepsie, NY.