ERIC Number: ED192698
Record Type: Non-Journal
Publication Date: 1980
Promoting Continuing Education Programs.
Hendrickson, Gayle A.
This handbook is intended for use by institutions in marketing their continuing education programs. A section on "Devising Your Strategy" looks at identifying a target audience, determining the marketing approach, and developing a marketing plan and promotional techniques. A discussion of media options looks at the advantages and disadvantages of direct mail, newspapers, national trade magazines, and radio; provides a form for promotion planning; and includes an outline of promotional copy strategies, a direct mail checklist, and guides to writing direct mail copy, broadcast public service announcements, and news releases. A section is devoted to designing the direct mail piece, including a checklist for promotion copy and a direct mail production schedule. A production primer for working with printers covers the ingredients of a printed piece, planning the printing schedule, preparing copy for the typesetter, sample copy guideline sheets, proofreader's marks, formats, printing types, costs and how the printer charges, evaluating the printing quality, and helpful hints on a variety of subjects. A section addresses moving the message through the mail, including sources for mailing lists and mailing tips, and the final section gives an outline for evaluating results. A list of references and sample forms are appended. (MSE)
Descriptors: Administrator Guides, Check Lists, Continuing Education, Evaluation, Higher Education, Marketing, Mass Media, News Media, Printing, Public Relations, Publicity
Council for Advancement and Support of Education, Suite 400, One Dupont Circle, Washington, DC 20036
Publication Type: Guides - Non-Classroom
Education Level: N/A
Authoring Institution: Council for Advancement and Support of Education, Washington, DC.