ERIC Number: ED327229
Record Type: Non-Journal
Publication Date: 1990
Reference Count: N/A
1990-1991 Marketing Plan. Year II: Planning To Meet the Future.
Turcott, Frances; And Others
In Maryland, Catonsville Community College's (CCC) 1990-91 marketing plan deals with the community's perceptions of the institution and strategies to improve CCC's image. Both the 1989-90 and 1990-91 plans targeted the same markets for special recruitment strategies; i.e., high school graduates with transfer plans, part-time adult students, minority students, and high school students with technical or career program interests. The 1990-91 plan sets forth seven goals, offers a rationale for each goal, and indicates tactics used to achieve the goal. Goal 1 deals with a community research instrument to gather data for image improvement. Goal 2 is concerned with continuing the external image-building process through the improvement of existing programs and services. Goal 3 involves increasing college participation in marketing efforts. Plans for the recruitment of the target markets are set forth in the remaining goals. These goals and tactics include the following: (1) increase transfer students' awareness of program quality by expanding CCC's promotional campaign, using personal testimonials of successful graduates in recruitment materials, and publicizing scholarship recipients in local newspapers; (2) increase minority students' awareness of the benefits of a college education by promoting minority scholarship opportunities, creating television spots highlighting student diversity at CCC, and committing resources to develop a minority student recruitment program; (3) increase adult students' awareness of CCC through an open house for parents, informing local business of the benefits of CCC-provided employee training, and initiating a direct mail campaign for applicants who never registered; and (4) inform potential students of technical training opportunities at CCC by working with the Western School of Technology, holding an open house, and sending lecturers to feeder high schools. (AYC)
Publication Type: Reports - Descriptive
Education Level: N/A
Authoring Institution: Catonsville Community Coll., MD. Office of Institutional Research.