Marketing is an essential component of an effective enrollment management plan. The broad mission of a comprehensive community college requires multiple, targeted communications campaigns. Institutional research can contribute to marketing success at all phases of decision making.

As student bodies become more diverse and student needs multiply, institutions may find recruitment and retention increasingly challenging tasks. Effective enrollment management can introduce some stability and predictability into the planning context, with the promise of increased efficiency and effectiveness in meeting both student and…

This report summarizes findings of focus groups of recent high school graduates conducted during new student orientation at Carroll Community College (CCC) in fall 1999. Students were invited to participate in focus groups at the conclusion of the all-day orientation. Three focus groups were held, two with six participants and one with five…

Each year, Prince George's Community College (PGCC), in Maryland, prepares a market analysis report to assist the college's enrollment management team in planning recruitment and promotional campaigns aimed at increasing credit student enrollment. This report provides the analysis as of fiscal year 1995 and includes historical data from past years…

Successful enrollment management depends on an information base that is comprehensive, targeted, and continuously updated to inform enrollment management policies and monitor their effectiveness. Institutions implementing enrollment management programs need to establish an initial information infrastructure, including a longitudinal student…

Enrollment management is defined as coordinated effort to influence the size and characteristics of an institution's student body through recruitment, admissions, pricing, financial aid, advising, and other policy choices. Enrollment managers must understand the forces that influence individual decisions about college choice and persistence. One…