Successful campus public relations requires: (1) segmenting the mass audience into categories according to demographics, interest, lifestyles, and other factors; (2) analyzing how members of each segment respond to various messages and media; and (3) designing a campaign tailored to specific segments of the general audience. (MSE)

The applicability of marketing research to development of college programs in collaboration with other institutions or individuals is discussed. It is recommended that college administrators conduct ongoing environmental scanning to identify major opportunities for joint programs, forming research groups to screen basic ideas and explore program…

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)

Six steps in creating a master plan for the institutional computing system include: describing a mission for computing technology, establishing program objectives, matching the technology to the objectives, prioritizing alternative approaches, developing alternative approaches, and selecting the preferred approach. (MSE)

Document imaging, a technology that transforms printed text, figures, and pictures into computer-accessible forms, may be offered as a solution to document management problems involving space and personnel. Administrators and planners should understand relevant issues, considerations, difficulties, and options. Examples are drawn from the…

Considerations in designing a standard health care benefits package as a part of national health care reform are discussed. Specific features examined include deductibles, employer contributions, regional variations, cost management techniques such as managed care and higher copayments, annual out-of-pocket maximums, and lifetime benefit maximums.…

An estate planning seminar is a personal and cost-effective tool for alerting college constituents to a financial opportunity. Such seminars are not hard to coordinate, are a service to alumni and friends, and may bring long-term benefits to college and participants. Experiences at a number of colleges illustrate diverse approaches. (MSE)

In a successful college marketing program, students and high-quality instruction are top priorities. Marketing research should investigate student needs and frustrations, the products offered, value received for time and money invested, physical convenience and appeal, and promotional strategies. Program research and development suggestions are…

Three case studies of university communication audits are presented to illustrate recommendations and changes implemented in institutional communication as a result of the audit. (JMF)

Suggestions for making the academic planning process at the higher education level more productive include being realistic about what can be accomplished; carefully reviewing past planning efforts; preparing others for change; structuring change over time; and tailoring the model to the circumstances of the changes to be made. Substantive…

Computerized management information systems have long been used in business, and data integration and sophisticated programing now enable many businesses to decentralize their information operations. This approach has advantages and disadvantages that colleges and universities must weigh and plan for carefully. (MSE)

Full institutionalization of experiential learning programs remains a major challenge for educators. Their reasons for resistance to change and strategies for overcoming it are discussed. A checklist for change agents is provided. (MLW)

Advice is offered for making college alumni reunions fun and memorable, illustrated with anecdotes from various institutions. Suggestions include exciting opening activities, focusing on the particular habits or characteristics of a class, appealing to a variety of tastes, emphasizing class identity, savoring favorite campus traditions, and…

The experiences of several colleges and universities in expanding, streamlining, and enhancing alumni association regional programs are presented. Issues discussed include event attendance, offering services efficiently, conducting focus groups, designing events and selecting speakers, and communicating with leaders and members. (MSE)

Planning for and implementing the Financial Accounting and Standards Board's Statement of Financial Accounting Standards for nonpension retirement benefits gives colleges and universities an opportunity to assess and revise their retiree health benefit plans. However, assessment of the current plan, objectives of changes, projected impact, and…