Ways to create and implement a master marketing plan for college campuses are described. The best marketing plans describe both objectives and methods for all appropriate areas within the institution. (MLW)

When four universities from its athletic conference announced they were changing conferences, Texas Christian University established a committee of university and community leaders to increase football game attendance and change marketing strategy. The integrated approach involved trustees, a task force for marketing, and creation and…

A program that sent a fund-raising videotape to 1,500 University of Richmond alumni is described. Research had turned up affluent alumni in areas too remote for personal calls or visits by the presidents. The program was a success and proved cost-effective. (MLW)

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)

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…

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),…

Washington College, a small liberal arts college on Maryland's Eastern Shore, revitalized its fund-raising program, adding an aggressive marketing strategy and a new emphasis on major gifts. They used a three-step process: assessed their situation, solidified their development program, and used that to support a big-gift campaign. (MLW)

Use of computer technology for specialized communication networks at University of California (Oakland), Lafayette College (Pennsylvania), Carnegie Mellon University (Pennsylvania), the University of Wisconsin at Eau Claire, and the State University of New York at Stony Brook is described. The systems feature different forms of internal and…

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…

Four basic models of the organization of college and university communications offices are described: advancement, news bureau model, agency, and marketing models. Pros and cons of each are discussed, and the structure of this function at the Virginia Polytechnic Institute and State University (Virginia Tech) is presented as an ideal…

Three successful college-community relations programs include weekly televised conversations between president, students, faculty, and staff (University of Michigan); a neighborhood outreach and college awareness program (Virginia Wesleyan College); and a conference to help campus and community understand motives of and reactions to prejudice and…

At George Mason University (Virginia), a consulting firm designed a program to train university administrators to deal with the media effectively. On-camera simulations, followed up with practice sessions in the university's telecommunications department, were an effective method of preparing for difficult media questions. (MSE)

It is argued that well-conceived college and university mission statements can be useful in setting objectives for planning and for public information dissemination and marketing. The experience of the University of Calgary (Alberta) illustrates a successful process of drafting and reaching agreement on such a document. (MSE)