ERIC Number: ED303205
Record Type: RIE
Publication Date: 1989-Jan
Reference Count: N/A
Analyzing Marketing Strategies Designed To Increase Minority Student Enrollment at Selected Urban Community Colleges.
Galbraith, James D.
A study was conducted to identify the most effective marketing techniques used by urban community colleges to recruit minority students. A 16-item, open-ended questionnaire was used in telephone interviews with marketing officials at 24 colleges. The colleges selected for the survey served an urban community of 100,000 or more residents, had a largely minority student population, and had an existing marketing program. Study findings, based on responses from 22 colleges, included the following: (1) most college officials indicated that their institutions had instituted marketing primarily because of a decline in enrollment, and 54% of the participants had a marketing program operating for less than three years; (2) the products and services highlighted in the marketing efforts were comprehensive quality instructional programs, special vocational programs, and a mentoring program; (3) the respondents indicated that many urban minority students overestimated the cost of attending a local community college, and that marketing stressed financial aid services and unique assistance progams; (4) officials provided many examples of the off-campus locations where classes were offered; (5) successful promotional efforts included direct mail, appealing class schedules and brochures, frequent news releases, a speakers bureau, radio/television spots, and high school visits; and (6) 50% reported increases in enrollment attributable to marketing efforts. (AJL)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: South Mountain Community Coll., Phoenix, AZ.
Note: Study completed in conjunction with the Marketing Efforts of Community Colleges in America (MECCA) Project.