Online programs and courses are established presences in higher education, and so are processes such as online registration. Prospective students routinely turn to the web for information to help them decide on the most appropriate programs for their situation. Digital public relations (digital PR) is rapidly becoming one of the cornerstones of an…

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)

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…

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…

In 1993, the Task Force on Integrated Communications reported that public relations and advertising students would better be prepared to enter a changing communications industry through an "integrated" curriculum. This paper is a case study of how one university has attempted to meet that challenge. The work has resulted in the development of an…

THE FOLLOWING IS THE FULL TEXT OF THIS DOCUMENT: In 1974 Doris Taggart, Public Relations Vice President of Zions First National Bank in Salt Lake City, was serving on the Free Enterprise Committee of the Salt Lake Chamber of Commerce. She developed a plan to involve elementary school children with a large bank by asking the children to make…

The increased enrollment in journalism is from students interested in advertising, public relations, and the new programs being offered under the rubric of "communications." More jobs appear to be available in those fields and students perceive salaries in those fields to be greater than those in print journalism. (MLW)

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)

In the fall of 1985, Goshen College needed an immediate turnaround in enrollment and a long-range strategic marketing plan. To accomplish these goals they needed to get faculty involved; 10 steps to begin are provided. (MLW)

Strategies to recruit Hispanic students at Vassar College, California Lutheran University, and Arizona State University are described. Some suggestions include find out what current students think so you'll know your strengths, develop ongoing relationships with high schools with significant Hispanic populations, work with families, etc. (MLW)

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…

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)

A description and discussion of a university market penetration plan looks at problems and opportunities related to market selection, establishment of performance objectives, timing, use of human resources, developing a promotional plan and activities, doing a market survey, garnering alumni support, using the media, and using college-community…

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…

This annotated bibliography on public relations and libraries includes sources published primarily within the last decade, with the exception of a few key works published in earlier years. Arranged in topical sections, most of the sources originate from the library and information science literature; however, a few sources are included from the…