The promotional campaigns of three colleges who attract nontraditional students are described. Metropolitan Community Colleges (Missouri) showcase alumni success stories and faculty profiles. The University of Maryland University College uses ads in regional newspapers. The University of Richmond University College uses advisory boards made up of…

Reaching students and donors through advertising is discussed in several articles including: "Proven Effective," on what makes three advertising campaigns work; "Commercial Appeal," on how advertising can help institutions meet its goals (Frank A. DeFazio); "Desperately Seeking Savvy," on finding the right advertising…

Instead of differentiating themselves by building "brand identities," colleges and universities often focus on competing with price. As a result, fewer and fewer institutions base their identities on value, the combination of quality and price. Methods of building two concepts to influence customers' brand image and brand loyalty are…

The ways in which community colleges can increase their tax dollars with high-focus, low-profile campaigns are outlined. The experiences of St. Louis Community College, Tarrant County Junior College, and Northwestern Michigan College are described. (MLW)

The potential for college use and development of radio stations is explored, and innovative and effective ideas from colleges' current efforts are presented. Topics covered include news services, phone-in features, student staff, college program highlights, foreign language programs, paid advertising, and public service announcements. (MSE)

Ingredients for a successful alumni association membership campaign are outlined, including clear objectives for the campaign; support of staff, board, and administration; careful timing; focus on college events; strategically targeted mailing audience; appropriate type of mailing; unique message; attention-getting format; follow-up; and use of…

Ten ways to improve college annual fund letter campaigns include integration into a comprehensive communication plan, building long-term donor relationships, framing the case in donors' terms, creating an inviting envelope, getting names and honorifics correct, readability, providing supporting material that involves the potential donor, making a…

Humor in college and university publications is helping editors and designers communicate to target audiences. Successful campus punmakers are identified at LaGuardia Community College, Brigham Young University, and Johns Hopkins. (MLW)

The simplest form of institutional identity program is a wordmark--a typographic treatment of the institution's name--and a set of guidelines for presenting the wordmark on all communications. A more detailed program might include a logo, standards for the placement of information on the paper, family of typefaces, etc. (MLW)

After years of having one of Boston's strongest adult education programs, Northeastern University's University College suffered an enrollment drop in the fall of 1983. Some of the steps taken to improve enrollment included: marketing research, fine-tuning the program, and promotion experiments. Some marketing tips are provided. (MLW)

Alumni periodicals can play an important part in a college fund-raising campaign. It captures alumni interest in the institution, provides news about campus events, and can highlight specific campus needs. Such periodicals can cover campaigns in several formats: features, news articles, dedicated section, annual report insert, regular column, or…

Suggestions are offered by fund-raising professionals on the following topics: choosing the best night for phonathons; effective teasers for envelopes; type of reply envelopes used; use of precalling postcards; letter length; return rate for mail solicitations; return rate for phonathons; and avoiding common mistakes in mail requests, phonathons,…

College and university fund-raisers offer suggestions for successful direct-mail campaigns, telephone campaigns, and fund-raising auctions. Ideas include specific persuasive techniques for different types of donors, motivational and support mechanisms for volunteers, and appealing activities and rewards for campaign participation. (MSE)

A chart shows the best campus public relations uses for 17 communication techniques: face-to-face contact; phone call, regular mail; electronic mail; special events; a speech; press release; press kit; press conference; television and radio public service announcements; video news releases; promotions and posters; advertising; newsletter;…

College and university Web site managers are offered advice for creative funding and staffing, including how to determine actual human, equipment, and financial resource needs; six ways to break out of the conventional funding paradigm (using existing resources well, using others' money, advertising, priority shifts, shared resources, and in-kind…