Word processing software and microcomputers can be used in the production of college catalogs with several advantages. The personal computer can assist in all phases of catalog production. In the preliminary preparation of the catalog text, the microcomputer can serve as the central location of all stored data, it can facilitate the editing…

Describes common mistakes to be avoided by child care directors in early childhood catalog purchasing. Notes roadblocks to successful purchases, including failing to check out seller's reliability, comparing prices without including shipping costs or considering product quality, failing to anticipate needs, ordering from outdated catalogs, failing…

It is argued that most course descriptions in college catalogs say little and tend to be unintentionally deceiving. An alternative is suggested that employs a combination of reference numbers and limited text allowing the reader to determine key elements of the course such as instructional modes and arrangements, and singular features and…

College and university student recruitment offices are encouraged to use graphic illustrations and other artwork, in addition to photographs, to enhance the individuality of their viewbooks, and are offered suggestions for selecting, combining, and commissioning such artwork. (MSE)

Discussion of recordkeeping procedures and issues in college closing covers academic records, catalogs, update documents, original grade sheets, commencement programs and graduation lists, records of disclosures and requests, and class schedules. Recommendations are those of the American Association of Collegiate Registrars and Admissions…

Three major types of market research can be helpful in college marketing: exploratory (internal and external to the college); developmental, to test marketing strategies and messages; and evaluative, to complete the market planning cycle. Increasingly sophisticated and accountable marketing techniques can be developed. (MSE)

The catalog has become a "Catch 22" for colleges and universities; it is necessary to publish it, but the institution becomes liable for the printed information. Courts have determined a contractual relationship established by the catalog, and precautionary steps should be taken to avoid liability litigation. (MSE)

The importance of defining the college experience in specific terms in publications for prospective students is discussed. The academic area is the most vital to describe, since college work differs greatly from high school in the emphases on academic diversity, self-initiative, and study outside the classroom. Publications should describe…

College catalogs can be made less costly by various techniques such as using inexpensive paper, keeping as much of the production as possible in-house, minimizing photographs and color, and printing separate catalogs for different divisions. Catalogs can be improved by providing greater visual appeal and ease of use. (MSE)

For college admissions and publications officers, a focus group of college-bound high school students can offer quick, anecdotal information about the general effectiveness of recruitment materials as well as about specific messages, themes, or design approaches. The insights gained by one publications specialist through the use of focus groups…

Describes fundamental guideposts for an effective private school admissions program. Included are a clear statement of purpose, informative literature, clearly stated admission requirements, standardized testing, a cooperative faculty, image positioning and a recruiting plan. (RC)

A sourcebook on producing college catalogs is presented, with attention to marketing, information to be included in the catalog, presentation of the material, writing style, photographs, and assembling the finished publication. Marketing research is needed to promote the college effectively either to traditional students or to new segments of the…

The project described in this report aimed to develop an effective and affordable educational marketing strategy in one local British continuing education provider, as a case study for adult and continuing education nationally. Methods employed were as follows: a marketing consultant visited education centers; business and community directories…

This handbook on how to cut costs in college publications contains the following articles: "Stretching Your Publications Dollar: The Basics," by Kelvin J. Arden and William J. Whalen; "How to Print Cheaper," by M. Frederic Volkmann; "How Your Colleagues Cut Costs," by Robert S. Topor; "Printing Specifications: Writing Them Right," by M. Frederic…

This paper offers advice for ways in which community colleges can approach the challenge of recruiting international students. Community colleges are enjoying a new popularity with overseas students, even though other higher education programs are showing slow growth for this group. According to the paper, it is becoming more common to find…