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Higher Education | 3 |
Institutional Advancement | 3 |
Public Relations | 3 |
Marketing | 2 |
Catalogs | 1 |
College Administration | 1 |
College Choice | 1 |
College Planning | 1 |
High School Students | 1 |
High Schools | 1 |
Institutional Evaluation | 1 |
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Sevier, Robert A. | 3 |
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Journal Articles | 3 |
Guides - Non-Classroom | 2 |
Opinion Papers | 1 |
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Peer reviewed
Sevier, Robert A. – Journal of College Admissions, 1990
Presents a marketing-based approach to college recruitment publications based on three steps: defining the audience; creating the concept or message; and developing the call to action. Fifteen basic axioms for making publications more effective are provided. (TE)
Descriptors: Catalogs, High School Students, High Schools, Higher Education
Peer reviewed
Sevier, Robert A. – Journal of Marketing for Higher Education, 2001
Discusses seven steps for colleges to create effective brands: identifying essential qualities that your audiences desire; assessing how well your audience perceives you deliver on those qualities; identifying which performance and perception gaps you want to fill; responding strategically; revising and prioritizing your vivid descriptors;…
Descriptors: Higher Education, Institutional Advancement, Organizational Communication, Public Relations
Peer reviewed
Sevier, Robert A. – College and University, 1994
Research suggests that students make their college choice based on their perceptions of the institution's image. Smart, aggressive, well-administered institutions see their image as their most significant asset and manage it carefully by prioritizing audiences, conducting market research, establishing clear goals, planning, and implementing the…
Descriptors: College Administration, College Choice, College Planning, Higher Education