Experience at Washington University (Missouri) illustrates the importance of careful media relations planning, including pinpointing what the institution wants to accomplish, establishing ground rules, and working with the institution's communications team to draw up a media relations plan. Planning steps are outlined. (MSE)

Experiences of the University of Texas at San Antonio and Texas Wesleyan University illustrate steps in planning special events. Steps include reconsider the proposed event; coordinate with other campus activities; make a master plan; know the target audience; highlight unique features; build a budget based on facts; evaluate everything; and keep…

In an interview, Dorothy A. Durkin, a successful marketing specialist at a major university's school of continuing education, discusses her approach to marketing, specific strategies, and techniques for using and storing information. She offers five guiding principles for reaching prospects personally and persuasively. (MSE)

Higher education institutions have increasingly adopted marketing principles to achieve institutional objectives. However, direct application of the traditional marketing mix as characterized by four P's (product, price, place, promotion) can be problematic. A reconceptualization of the marketing mix applies four C's: concept (mix of goods and…

When events or circumstances (war, conversion to coeducation, class size) have disrupted college class cohesiveness or alumni identification with a class or institution, creative planning can bring them back to campus. Segmentation into interest groups may also unite alumni with each other and the institution. (MSE)

Rensselaer Polytechnic Institute (New York) has coordinated a comprehensive fund-raising campaign with special emphasis on several regions of the country. Each regional component is a miniature of the overall campaign. Planning strategies include regional analysis, adaptation of the usual development resources, volunteers and staffing, good…

A study of the promotional activities used in marketing departments in business schools found that departments do better by using specific promotional devices, such as written goals, a promotion committee, and support of a public relations professional. A six-step strategic departmental promotional plan is outlined, based on the findings.…

This booklet suggests ways in which institutions--Catholic schools in particular--can move beyond public relations and advertising to engage in the broader arena of marketing with its focus on consumer satisfaction. The first of the book's three chapters reviews the concept of marketing, providing definitions of key terms, clarification of…

Fund-raising campaigns among the employees of colleges and universities have been very successful in some cases, and have not only involved both current and retired faculty and staff but have also built institutional unity and led to increased external giving. Examples of institutional campaigns provide insights into the planning of such programs.…

This paper addresses the development of a corporate/foundation relations program at a college or university. To provide background information on corporate and foundation philanthropy, the report lists 1984 contributions (in billions) by individuals, bequests, foundations, and corporations, along with the type of field/entity receiving the funds.…

This collection of 32 papers focuses on the annual fund as a basic and central part of development programs at schools, colleges, and universities. It describes the fundamental elements of the annual fund from planning to evaluation and sets forth methods of solicitation that reach all the institution's constituencies. Section 1, titled…

Colleges and universities can use electronic services such as bulletin boards and electronic mail to both reach out to and keep in touch with alumni. Such services are already being used with some success. Many institutions will find that the technology is already in place on campus. (MSE)

Advice to help a college or school development officer work effectively with a new chief executive officer includes participating in the search, making early contacts with the new administrator, coordinating working styles, keeping staff informed and comfortable with new processes, and launching new fund-raising initiatives as soon as possible.…

Advancement services, the group of functions that support fundraising and alumni relations, has evolved to include donor relations and stewardship, data processing analysis and programing, budget development and analysis, and event management. Centralizing these services under a single manager can lead to greater productivity. (MSE)

A comparison of Monroe County projections of high school graduates and the March 1986 Rochester Labor Area Summary points to some excellent opportunities for marketing Monroe Community College (MCC). Projections of high school graduation rates show a 25% decrease in the number of graduates between 1989 and 1991, while the demand for entry-level…