Focuses on the creation of an undergraduate recruiting funnel directed at traditional-age students. Most colleges have recruiting funnels, a series of contacts that move a prospective student from initial contact through the campus visit to matriculation. Discusses goals and strategies to include in the design of successful recruiting funnels.…

Few positions on a college campus have evolved more than that of the chief marketing officer (CMO). Even a few years ago, this person, and position, did not exist. Of late, however, as colleges and universities have begun to appreciate the potential that integrated marketing communications has to offer them, more and more institutions have begun…

A guide to developing a college marketing plan defines key marketing terms, outlines the development of a plan (including institutional analysis, market research, strategy formation and execution, and program evaluation), and provides a list of important principles with which to operate a program. (MSE)

Presents a marketing-based approach to college recruitment publications based on three steps: defining the audience; creating the concept or message; and developing the call to action. Fifteen basic axioms for making publications more effective are provided. (TE)

College presidents are offered nine key suggestions for marketing and student recruitment: beginning with vision; defining marketing broadly; creating institutional image; understanding how students make decisions; creating familiarity; competitive positioning; market segmentation; choosing a marketing champion respected by the college community;…

A survey of 1,127 college-bound African-American high school juniors investigated what help they had in the college choice process, how they described their preferred kind of college, their most important college choice criteria, their life goals, their perceptions of minority recruitment strategies, and their most desired college academic and…