Suggestions are provided to help community colleges disseminate their publications as efficiently and cost-effectively as possible, by taking advantage of relevant postal regulations. After looking at the prohibitive costs of first-class mailings, the paper considers second- and third-class bulk mailing options, beginning with a comparison of the…

A marketing study was conducted in the Sauk Valley College (SVC) Illinois district. This public comprehensive community college conducted a survey to determine public perceptions of the scope and quality of its programs; extent of public involvement with SVC; prospective market for SVC; and primary information sources used by the public concerning…

Peter Drucker defined marketing as "the promotion of a product or service from its inception through every step of its evolution and distribution until it reaches the satisfied customer." Inherent in this definition are the four components of marketing: pricing, product, place, and promotion. The product itself is the most important element and…

Rio Salado Community College (RSCC), a non-campus college within the Maricopa Community College District, offers hundreds of day, late afternoon, and evening classes at locations throughout the county. The Paradise Valley community had always participated heavily in the evening classes offered by RSCC at local high schools. In fall 1982, an effort…

In 1987, a study was conducted through the Marketing Efforts of Community Colleges in America (MECCA) project to assess the scope and status of marketing/institutional advancement efforts among two-year institutions. Questionnaires were mailed to marketing officials at 331 community, junior, and technical colleges, requesting information on…

Presidents and top-level administrators often need to hear more than the obvious reasons to maintain a commitment to retention programs, equal access, and equal opportunity. The most potent arguments center on appeals based on the costs of not having a well-managed program of equal educational opportunity, (e.g., litigation costs, tarnished image,…

Increasing competition in higher education for college students has given the term "enrollment management" wide acceptance in academia. Many factors are important to the success of enrollment management, including an informed enrollment management team of upper-level administrators committed to adopting a new philosophy in addition to…

Recent research and literature on community college presidents indicate a common personality profile (i.e., they are hearty, frank, decisive, leaders, usually good at reasoning and public speaking, and often more positive and confident than their experience warrants). In addition, common problems characterize the work of college presidents (e.g.,…

The adult education literature contains a considerable amount of research on and discussion of client service in the marketing process, management and staff roles in service- and product-oriented businesses, and the importance of client service and service quality to survival in the marketplace. By applying the principles of client-oriented…

Since 1977, St. Clair County Community College (SCCCC) has initiated several activities to increase the importance of writing at the college. The first of these efforts was a self-study conference to examine past, current, and future approaches to the problem of student literacy. The results of the conference have been seen in subsequent efforts…

The discipline of marketing, applied to higher education, has the potential for increasing enrollments, reducing attrition, and making college services more responsive to the needs of consumers. Faced with enrollments that were below projections, Prince George's Community College devised a four-stage marketing plan that focused on service,…

A marketing process was designed at Odessa College (Texas) to deal with declining enrollments. Marketing was defined by the administrators and faculty who designed the process as a combination of image portrayal, service adaptability, and the evaluation of how well service and promotion complement one another. The process used a task force…

Increased migration to rural communities by urbanites has focused greater attention on the role of the rural community college as the focal point of community activity and the major source of significant leadership and direction in community development efforts. Through its community service programs, the community college can contribute to…

The recommendations presented in this paper for successfully implementing a two-year college student recruitment campaign focus mainly on the high school senior and presuppose the existence of a recruiting staff. Initially, it is emphasized that an effective campaign is based on a series of positive items. Elements of a successful recruitment…

Attracting and keeping good volunteers must be a primary concern of community college institutional advancement teams. The first of three general principles in recruiting and motivating volunteers is to establish the worthiness of the cause. This can be achieved by presenting potential volunteers with accurate financial information about the…