Strategies used at Oberlin College to justify a budgetary increase for alumni programs are outlined, along with suggestions for budgetary planning. Alumni program coordination with other important programs--such as recruitment, career exploration, and attracting experts to campus--is suggested. (MSE)

Guidelines offered for working with college alumni volunteers in student recruitment efforts include enlisting local alumni leaders' help; communicating expectations and procedures; requiring up-to-date records on local schools; prompt response to volunteer communications; and recognizing volunteer contributions. (MSE)

Recommendations made as a result of a Wingspread Colloquium on college marketing and student recruitment are reported. Abuses and specific remedies in recruiting, providing information, pricing and financing, student selection, and performance obligations and guarantees are outlined. Focus is on ethical and public interest issues. (MSE)

The strategies used by a variety of colleges to involve alumni in student recruitment efforts are described. These include awards programs, scholarships, talent scouting, college nights, interviewing, special events, and communication with prospective or incoming students. The importance of training and communication in the alumni-recruitment…

A discussion of focus groups in college marketing planning looks at the applicability of the approach, describes important considerations in focus group research, and provides step-by-step guidelines for conducting such groups. The technique's advantages are illustrated in an actual case in which the approach saved valuable institutional…

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 report presents 228 tables detailing findings concerning management practices of marketing programs at 68 colleges and universities. Highlights of this report include: a mean of 5 employees regularly visit high school guidance counselors; only 5 percent of the colleges sponsor campus visits for select applicants; 24 percent of the colleges…

College alumni associations are using a variety of approaches to improve alumni participation. Surveying alumni for needs and preferences can be fruitful. Program ideas include career planning, parent programs, community service, student relations activities, and high school recruitment. Qualitative and quantitative evaluation is crucial to…

This report presents 213 tables detailing findings regarding types and costs of advertising within marketing programs at 68 colleges and universities. Highlights of this report include the following: these colleges print a mean number of 19,270 viewbooks and 16,380 catalogs; and advertise in newspapers (86.6 percent), in magazines (45.4 percent),…

A survey of 791 college admissions officers investigated the use and perceived effectiveness of 15 marketing techniques: publicity; target marketing; market segmentation; advertising; program development; market positioning; market research; access; marketing plan; pricing; marketing committee; advertising research; consultants; marketing audit;…

A model is presented for constructing and evaluating an effective alumni volunteer program to aid in the student recruitment effort. A review of successful programs reveals certain common features and provides important touchstones for other schools looking for the principles and practices with which to organize their own efforts. The first…

Information about advancement programs at 190 small colleges is provided, with attention to recruitment/admissions, executive management, institutional relations, alumni, and fund raising. The 190 colleges, which responsed to a survey of members of the Council of Independent Colleges, are described according to enrollment size, geographic…

This report presents 203 tables detailing findings concerning the use of electronic advertising within marketing programs at 68 colleges and universities. Highlights of this report include: colleges in the sample enroll a mean of 5,450 students; 5.6 percent of the colleges produce a CD-ROM version of the viewbook; 39.7 percent enable applicants to…

This handbook has been developed through an interdisciplinary approach so that it can be used for any cooperative education program that might be proposed or in existence in the State of Idaho. The handbook was written to serve as a guide for those schools and districts that are considering using such a plan. The handbook, a program management…

Enrollments in Masters of Business Administration (MBA) programs and the use and effectiveness of marketing techniques for managing MBA enrollments were investigated in 1984. A 94-item questionnaire completed by 56 MBA programs offered at colleges and universities in the Middle Atlantic States addressed administration, awareness of marketing and…