Shrinking financial support from governments and forecast declines in the college-going population have combined to exert tremendous pressure on institutions of higher learning. Branding as a strategy has become more popular as a way of differentiating an institution from its competition, but the complexity of higher education makes branding an…

This article discusses the story behind American University's brand campaign. Colleagues and peers are asking how American University developed a brand strategy--"KNOW/WONK" campaign that launched in fall 2010--that's original, authentic, and representative of AU's distinctive personality. What they really want to know is how AU got it through the…

Is your campus primed for the next big emergency? The National Campus Safety and Security Project (NCSSP), led by NACUBO, sought to help colleges and universities develop comprehensive emergency management plans that address the four phases of emergency management: prevention/mitigation, preparedness, response, and recovery. A major component of…

Using a hypothetical case study told in the first person, a fiftieth reunion chair illustrates sure-fire ways to lure reluctant alumni back to the campus. The techniques emphasize the personal and sentimental touch in mailings, other communications, and at the reunion itself. (MSE)

Suggestions for producing low-cost promotional materials to attract alumni to alumni programs are provided. Running advertisements in an alumni periodical or promoting all events in one brochure are suggested. Production, paper and printing, and illustrations and photos are discussed. (MLW)

Some off-campus activities for alumni are outlined including: a bluegrass music performance for Carleton College alumni, a week-long "alumni summer college" offered by Lehigh University, and a week-long boat trip down the Colorado River for Arizona State University groups. (MLW)

A survey of schools, colleges, and universities about how they make their award ceremonies memorable is discussed. The best prizes, the best award categories, and the best awards ceremonies are described. (MLW)

Because many schools, colleges, and universities realize that prevention is the only defense against AIDS at this time, many have launched education programs. Some of the ways public relations directors are working with institutional health officials to promote education and prevention are described. (MLW)

Describes the involvement of an advanced public relations practicum from a department of communication in a promotional campaign to improve summer session enrollment. (HOD)

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)

Through an alumni-led effort called Project Search, Haverford College found 72 percent of its 825 missing graduates. The project has paid off in more than renewed alumni ties, with a 20-fold return in the first 3 years of combined annual and capital fund raising. (MLW)

More and more colleges believe they should live for and with their communities, not just in them. Two ways to help bring about mutual understanding and appreciation are identified: establishing two-way communications with targeted groups and leaders, and building public appreciation through projects that meet community needs. (MLW)

Alumni directors across the nation were surveyed for their ideas on reunion planning and promotion, reunion themes, and reunion activities. Some of these ideas include Emory's creative use of student help, Alfred's reunion bulletins, and Notre Dame's group sports events. (MLW)

Ideas for homecoming themes, events, and staffing are provided from a nationwide survey of alumni directors including: theme spirit; choose a team and plan a strategy; think homecoming, but not necessarily football; schedule time out for fun, games, and food; and involve the community. (MLW)

Describes how separate graduate degree programs have been fused into an integrated marketing communications program at Northwestern University. Discusses the five-quarter program that includes a core of new marketing communications planning and management classes, professional specialization classes in corporate public relations, advertising, and…