ERIC Number: ED288583
Record Type: RIE
Publication Date: 1987
Reference Count: 0
A Sales Representative: One Marketing Technique.
Moore, George R.
In 1985, in response to a sharp decline in student enrollment in vocational programs, especially in forestry and drafting technologies, Chemeketa Community College (CCC) (Oregon) adopted a carefully targeted marketing technique involving the use of a sales representative to approach prospective students directly. A temporary part-time position of sales representative was approved, with the following duties and responsibilities: (1) become familiar with all vocational programs assigned to Trades & Technologies at CCC; (2) develop a marketing plan to meet the unique needs of each program coordinator; (3) implement the marketing plan and provide weekly reports to the coordinators and the director on contacts and results; (4) coordinate the implementation of a vocational contact checklist, a form to be completed by high school principals and superintendents indicating the presentations and materials desired from the college; (5) work with college students assigned to high school recruitment; and (6) submit an evaluation of recruitment results for review and action. During the 6 months of the recruitment effort, larger high schools in and out of the Salem area were targeted to receive the vocational contact checklist and to be visited by the sales representative. Results of the effort revealed the value of the high school teacher as contact person, of attending career fair or career days at the high school, of meeting with students outside of the classroom atmosphere, and of using a multi-media approach. (UCM)
Publication Type: Reports - Descriptive
Education Level: N/A
Authoring Institution: Chemeketa Community Coll., Salem, OR.