Describes how one university creatively financed its dormitory renovation without imposing undue hardships on students (and with approval from of the university's governing board and elected state leaders). Planners developed a nonprofit foundation to fund the recapitalization and renovation of the dormitories. The foundation owned the…

Explores how many colleges have changed their enrollment strategies to focus more on local and regional students in the aftermath of the September 11 terrorist attacks and recession. (EV)

Inreach and Outreach, a new recruitment model, was devised in an endeavor to link educational institutions to human services agencies themselves in training and recruitment of prospective human services workers. Inreach and Outreach monitors current trends and keeps the curriculum coherent with the philosophies basic to the effective…

Marketing is like the rain. Some people are quickly aware of it, while others take repeated and consistent drops for quite an extended period of time before they take action. Building on the marketing principles discussed in previous issues, the next key principle to smart marketing is the "Rain Effect." The Rain Effect is the use of consistent…

Four marketing strategies are critical to the success of adult degree programs: integrating marketing, knowing your students (research), shaping programs and services for adults, and staying the course (retention).

This article reviews Holland's theory and describes how it can be used to recruit prospective students. Two fictitious case studies illustrate how postsecondary admissions departments can use this theory to improve their recruitment results. It will also explain how the theory can help admissions counselors sell benefits of the institution;…

This study examined the characteristics of a community college Web site by using focus groups and questionnaires with currently enrolled students. Consistent with other studies, organization and content are highly valued. Unlike previous studies, however, many participants did not utilize the Web at all in their application process. This study…

In this article, the authors describe the use of an experiential team-based project in a capstone marketing management course. In the project, students worked with the university administration to develop a marketing plan for the Admissions Office's Tour Guide Program. The authors discuss why such marketing activities are important to colleges and…

How teachers tell the story behind their school's success means the difference between making a connection with their community and positively shaping awareness, or leaving a negative impression and losing the battle for the hearts and minds of the very public they are trying to serve. While most schools have someone whose job is specifically that…

This article describes "The Millennium Project" developed in 1998 by the American Association of Family & Consumer Sciences (AWACS) to develop models for fostering greater diversity within the family and consumer sciences (FCS) profession. "The Millennium Project" was funded at Florida State University (FSU) and entitled, "Step Ahead: Creating a…

Integration has become a cliche in enrollment management and student services circles. The term is used to describe everything from integrated marketing to seamless services. Often, it defines organizational structures, processes, student information systems, and even communities. In Robert Sevier's article in this issue of "College and…

The article addresses lesbian, bisexual, gay, and transgender students and uses the acronym "LBGT" when referring to all four of these sexual/gender orientation groupings. At times, however, we will refer to only lesbian or gay students, or only lesbian, bisexual, and gay (LBG) students when we are discussing a particular source that…

Predictive modeling has been a popular topic in higher education for the last few years. This case study shows an example of an effective use of modeling combined with market segmentation to strategically divide large, unmanageable prospect and inquiry pools and convert them into applicants, and eventually, enrolled students. (Contains 6 tables.)

The paper reports the findings of a study that investigates whether students from different countries have different expectations when seeking a degree from a university in the U.S. The broad hypothesis of this study is that there will be differences in expectations among students from different countries. The managerial implication is that due to…

The need to develop marketing strategies in higher education is evident. In order to develop effective strategies, marketers must understand the basic needs that their product fulfills. Exploratory research was utilized to identify and better understand the needs that motivate consumers to pursue an MBA degree. This paper emphasizes the importance…