Using a hypothetical case study told in the first person, a fiftieth reunion chair illustrates sure-fire ways to lure reluctant alumni back to the campus. The techniques emphasize the personal and sentimental touch in mailings, other communications, and at the reunion itself. (MSE)

Ideas for homecoming themes, events, and staffing are provided from a nationwide survey of alumni directors including: theme spirit; choose a team and plan a strategy; think homecoming, but not necessarily football; schedule time out for fun, games, and food; and involve the community. (MLW)

Coherent communications enhance both outsiders' perceptions of institutions and the quality of the college experience for students. A communications master plan--a compelling total vision of how communications should be structured--should be developed by the public relations office after taking inventory of all communications produced on campus.…

The experience of Stanford University (California) in developing the institutional image it portrayed on the World Wide Web is discussed. Principles and practical suggestions for developing such an image through layout and content are offered, including a list of things not to do on a Web page. (MSE)

The goals of a visitation program at a college or university should be to place prospects and their parents in contact with a variety of faculty and students. Faculty members, talking about their programs, and undergraduates, sharing their own experiences, are the institution's best recruiters. (MLW)

When its video news releases received little television exposure, North Carolina State University developed a successful half-hour news magazine series to showcase its teaching and research efforts. The program has been well received, has provided good publicity, and makes needed news footage available in a timely fashion. (MSE)

A media training program conducted for faculty and administrators at Seton Hall University (New Jersey) is described. The program has helped participants become more confident in speaking to media, enhanced the university's visibility, and built campus confidence in the public relations staff. Suggestions are made for selecting the target audience…

Describes evolution of fact books at the University of Southern Mississippi, highlighting strategies for maintaining and enhancing its utility to users. Issues discussed include four audience considerations (context, customer, distribution, readability for middle-aged readers), format (fact sheet, pamphlet, pocket book, electronic fact book,…

The experiences of University of Pittsburgh at Johnstown (Pennsylvania) with opportunistic marketing are outlined. Opportunistic marketing takes advantage of reactive decision making within the administration by repeatedly creating marketing situations that force decisions, then eliciting acknowledgment that the marketing efforts worked. Special…

Describes practices, programs, and policies that colleges and universities can use to collaborate on student recruitment, using the experience of the Greater Cincinnati Consortium of Colleges and Universities (Ohio) as illustration. Collaborative projects include development of written materials, recruitment events, presentations, joint trips or…

Varied approaches taken to bringing vitality to direct mail fundraising campaigns are described for 10 institutions: Northern Arizona University, Georgetown University (District of Columbia); Miami University (Ohio), Kansas University, Pennsylvania State University, St. Ignatius High School (Ohio); Metropolitan State University (Minnesota),…

The three basic strategic objectives any metropolitan university must address in order to build a solid base of alumni support are the characteristics of the current student population, demographics and mindset of the alumni base, and relationships with the surrounding community. Activities at Boise State University (Idaho) in each of these areas…

A planned giving recognition program lets donors know how much they are appreciated. The Forsyth Heritage Society at Texas A&M was formed in 1989 for donors who had their wills on file with the university. Recognition program descriptions include those at University of Miami, Amherst College, Dartmouth College, etc. (MLW)

The department of computer services at Miami-Dade Community College (Florida) limits its monthly newsletter to one page and follows specific guidelines about content and format. The publication is used for communication, public relations, and recognition. This streamlined approach allows for efficient and consistent communication. (MSE)

The Pennsylvania State University national alumni admissions program involves alumni in direct recruitment of undergraduate students. This is a major service to the institution, increasing friends of the college and contacts with organizations, clubs, local high schools, and prospective students. Most important, it provides local contacts for…