Many factors affect an institution's ability to provide campus visitors a high-quality experience: traffic, parking deterrents, street people, navigation mazes, concrete facades, and political agendas, among others. These challenges can be particularly significant for large public, metro, or suburban institutions. Changes as simple as the…

An informal survey of 27 Kansas public and private 4-year institutions of higher education revealed most did not have aid information packets designed for marketing; the quality of materials and response time was unrelated to institution size; many did not respond satisfactorily; and financial aid offices did not take a team approach in…

Current issues and concerns with student volunteer recruitment programs and ways in which to enhance the probability of success for any campus based student volunteer recruitment effort are presented. STUDENT VOICES, a model student volunteer recruitment program at West Virginia University is described. (MLW)

Two thousand parents and 3,000 unrelated high school seniors were surveyed to learn their needs and preferences in getting information about colleges. Both groups have similar concerns: finances first, then academic factors. It is suggested that different media may be effective for sending different messages about institutions and programs. (MSE)

An inquiry letter from an "interested junior" at one institution was sent to 252 competitive institutions to learn about the competitors' responses and marketing practices. All responded. Sixty-one percent did not personalize the response; only 25 percent specifically addressed the request. The most competitive responses were from small, private…

Results of a survey of four-year colleges and universities concerning faculty attitudes to and participation in student recruitment and institutional marketing efforts are reported, along with possible differences between private and public institutions' faculty attitudes and involvement. (MSE)

A survey of 2,500 applicants accepted at Boston College in 1977 is used to develop two statistical models of student decision making for college choice. One model focuses on the decision-making process and the other on institutional image, and the two are compared. The results of the two models guide institutional policy in different directions.…

This study analyzed the admissions materials sent by four major Midwestern research universities to each of four hypothetical prospective students (first- through fourth-year high school students). The material was analyzed on the basis of timeliness, personalization, pricing, image, and segmentation. (MDM)

The concept of family members assuming buying roles in various purchasing decisions is applied to parents and students in the college choice process. Prospective students (high school seniors) and their parents were surveyed in Milwaukee; the results and their implications for college marketing are discussed. (MSE)

A survey of 784 minority group applicants to the University of Massachusetts at Amherst who were accepted but did not enroll indicates that prospective students are very aware of racial incidents on campus and made college choice decisions based in part on that information. Black students were particularly affected. (MSE)