ERIC Number: EJ765425
Record Type: Journal
Publication Date: 2007-Feb
Reference Count: N/A
Creating the Home Field Advantage
Perna, Mark C.
Techniques: Connecting Education and Careers (J3), v82 n2 p22-25 Feb 2007
Far too many career and technical education schools overlook the opportunity to establish and cultivate real long-term emotional attachment and loyalty with prospective students and their parents. This occurs because of a basic misconception at the school that they are not in control of their own marketing and recruitment process. Community opinion, reasonable access to affordable media outlets, home school participation, and limited financial resources in general are just a few of the things that seem to limit options and add to that mistaken belief. In essence, the entire recruitment season seems as if you are playing each game, or action step in your marketing plan, on an away field because of the lack of control you seem to have in the process. It is time to change the game, take control and create the home field advantage. Given that it is virtually impossible to win when you play all the games in a season on the away field, Ohio Hi-Point Career Center in Bellefontaine, Ohio, decided it would no longer continue to do what it had always done. The school made a critical and fundamental shift in recruitment strategy to do more to bring students to Hi-Point instead of always taking the Hi-Point message out to the feeder schools. This means that they control the necessary flow of information, which is the when, where, how and who in the recruitment process. The result was astounding. Ohio Hi-Point achieved a 39 percent increase in enrollment in just one year compared to the previous four years, which were flat.
Descriptors: Technical Education, School Involvement, Career Centers, Enrollment Management, Program Effectiveness, Change Strategies, Attention Control, Total Quality Management
Association for Career and Technical Education (ACTE). 1410 King Street, Alexandria, VA 22314. Tel: 800-826-9972; Tel: 703-683-3111; Fax: 703-683-7424; Web site: http://www.acteonline.org
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Authoring Institution: N/A
Identifiers - Location: Ohio