ERIC Number: ED284604
Record Type: RIE
Publication Date: 1987-May
Reference Count: 0
Recruitment of Students at the Community College.
A variety of marketing strategies can be used to maintain and increase community college enrollments. First, marketing research can be conducted to find out about the college's real and perceived image; to get a clearer picture of the lifestyles, attitudes, and interests of its clientele; and to target adult groups who are seeking educational and employment skills and who might not have been previously targeted as potential enrollees. Potential target groups include professionals employed part-time who are often offered incentives including tuition reimbursement or compensatory time by their employers; the older nontraditional student who may need special counseling services to make a formal educational commitment; and high school seniors who may be encouraged to attend college by various types of articulation agreements between the high school and college. Along with the new and expanded audiences, different site locations (e.g., hospitals, fire stations, shopping malls, and libraries) should be considered as a way of attracting potential clients. Administrators should also review the possibility of giving coupons, discount offers, gift certificates, or play/concert tickets as bonus incentives to encourage enrollment. A publicity theme, reflecting the institution's mission and specific program, should also be highlighted in a coordinated public relations approach. Action, leadership, and institutional commitment are essential to break the boundaries in the competition for students in the coming years. (AYC)
Publication Type: Opinion Papers
Education Level: N/A
Audience: Administrators; Practitioners
Authoring Institution: Princeton Univ., NJ. Mid-Career Fellowship Program.
Note: One of a series of "Essays by Fellows" on "Policy Issues at the Community College."