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…

Describes a marketing plan to increase enrollment in summer camps. Includes analyzing enrollment statistics, implementing marketing strategies that focus on retaining current campers, establishing a ranking system to concentrate efforts on inquiries most likely to enroll, and analyzing the effectiveness of marketing strategies. (LP)

A guide to developing a college marketing plan defines key marketing terms, outlines the development of a plan (including institutional analysis, market research, strategy formation and execution, and program evaluation), and provides a list of important principles with which to operate a program. (MSE)

This article presents five basic guidelines for initiating a successful alumni merchandising program: (1) shop around for the best vendor; (2) decide what to sell; (3) manage merchandise properly; (4) watch out for risky business; and (5) get what you pay for. (MDM)

Explores how marketing recreation and physical activity programs for females might be undertaken based on the growing body of research about female involvement in recreation, sport, and leisure. The paper addresses product, place, price, and promotion, discussing females as people who represent a growing market segment with unique characteristics.…

Blending traditional programming with new ideas is the key to retention of adolescent campers. Options include increasing program opportunities along with the age of the camper and offering programs outside of camp such as biking, golf, and sports clinics. Equally important are hiring effective teachers and maintaining quality facilities. (LP)

Describes the author's department goals with three main principles: to build departmental community, to harness rather than dissipate energy, and to address multiple audiences simultaneously. Discusses how she communicates to the college as a whole what the department does well and finds ways in which caring for the department's interests might…

A marketing plan designed to increase enrollment and community support for early childhood education programs in Hawaii is presented. Expansion, economic and demographic trends, changes in state funding policies, and inadequate marketing had resulted in a drop in alternative school enrollment. The resulting support base was unable to support…

An updated and expanded version of a 1976 monograph on alumni travel is presented. It provides practical information on all aspects of alumni travel, including the pros and cons of travel service programs for alumni, marketing and promoting tours, and legal and planning considerations. Along with basic, how-to articles, the handbook also features…

This book provides business-oriented guidance for readers whose main preoccupation may not be marketing itself, but who need marketing skills in a higher education or further education context. Theory, practice, and case studies are focused on real issues connected to promoting courses and institutions. The chapters are: (1) Introduction; (2) The…

Argues that the internal agency model of a marketing communications department forces the department to compete with outside sources for work, while department members sharpen their skills and improve their knowledge of their company's business. Describes the process for creating such an internal agency, including initiating, implementing, and…

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)

An effective campaign to recruit members to student organizations must use contemporary marketing strategies. Market positioning involves understanding the prospect's thinking, simplifying the message being conveyed, being first in the prospect's mind, and finding a market niche. The organization should be treated as a product, the potential…

This kit is intended to help program planners write the information needed for an effective brochure advertising a workshop, seminar, conference, class, or academy. The kit contains the following sections: (1) Benefit Headlines Capture Reader Attention; (2) Establish a Need Quickly; (3) Identifying the Audience; (4) Making Top Names Tops; (5)…