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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), on outdoor signs and billboards (47 percent), through cardpacks (7.1 percent), and by direct mail (71 percent). Mean cost of printing viewbooks was $23,060; mean costs for printing catalogs was $21,830; mean spending for newspaper advertising was $22,300 and for magazine advertising was $7,080; and mean cost of direct mail promotional materials was $23,950. The tables are grouped in chapters which present data on: (1) characteristics of the sample; (2) viewbooks; (3) catalogs; (4) newspaper advertising; (5) magazine advertising; (6) outdoor signs and billboards; (7) cardpacks; and (8) direct mail. An appendix lists other reports available from the Primary Research Group. (DB)

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 apply through the college Web site; 30.8 percent have a full-time webmaster; 39.3 percent produce videos about the college to send to prospective students; 75 percent advertise on the radio; and 36.4 percent advertise on cable television stations. The tables are grouped in chapters which present data on: (1) general information; (2) CD-ROM viewbooks; (3) Internet; (4) video; (5) radio advertising; (6) cable advertising; and (7) broadcast television advertising. Appended is a list of other reports available from the Primary Research Group. (DB)

This handbook is intended as a reference tool for use in the college or university's public information office, news bureau, information services, or public relations office. An update of an earlier edition, it presents articles by a number of authors, some from CASE Currents, bulletin of the Council for Advancement and Support of Education. It also contains a new section entitled "Managing the News Services: Futures File Ideas". The first section, Managing the News Service, discusses staffing and small office survival. The next section, News Service Operation: The Basics and More, covers metropolitan media, state and local exposure, coverage without releases, staging a news conference, developing a faculty news contact directory, meeting the press, targeting news releases, and reference folders. A chapter on News Service Operation: Print Emphasis examines feature writing, color in covering the arts, science writing made easy, preparing releases for optical character recognition typesetting, and a feature service for dailies. News Service Operation: Radio-TV examines basic broadcasting facts, writing broadcast news, increasing radio coverage, procuding radio news, setting up and keeping lively a radio series, working with television news, producing effective TV public service announcements, and television news clips. Finally, the futures file ideas include those on mini-cams, public relations by objective, cable television, news photos, glossy photographs, hometown releases, computerizing news, cultivating campus and media for better coverage, planning for a crisis, and the public relations crisis. (MSE)

A detailed description is presented of a foreign language (FL) week project that was organized and executed by the Houston Area Teachers of Foreign Languages (HATFL) during the 1979-80 academic year. The document describes the preparation activities of the organizing committee, the pre-foreign language week advertising campaigns, the design of promotional activities during the week itself, and results and recommendations. The advance planning, organization, and timing are discussed in the section on preparation activities. The publicity prior to the week is described. It covered widespread advertising on billboards and buses, as well as television and radio promotions. All organizational aspects of this part of the project are outlined. The FL week activities, which took place in shopping centers, schools, and on television and radio are described with attention to content, source of materials, response of the public, and student participation. The principal result mentioned was involvement and interest of FL students and increased awareness of the advantages and need of FL study on the part of non-FL students and the general public. Based on the success of this project, a similar well-organized project using this model is recommended in any urban area. (AMH)

This booklet describes 20 inexpensive or no-cost techniques for increasing enrollment and student completion rates in adult education programs. Outlined in the guide are the following techniques or activities: refining class logistics; sponsoring liaisons; designing registration packets and recruitment fliers and writing press releases, radio public service announcements, and letters to prospective students; establishing an English-as-a-second-language (ESL) self-help group; writing a multilingual flyer; sponsoring a student-of-the-year award; advertising on a fast-food placemat; planning an adult education week; designing in-house presentations to acquaint staff of local agencies with available adult education programs; implementing a bring-a-friend-to-class program; using graduation exercises as an opportunity to enhance public relations; using resource persons from local college marketing or advertising classes; obtaining celebrity endorsements; maintaining ongoing contacts; sponsoring an open house; and using packaged public relations. Each activity description includes information about the goals, time requirements, cost, and procedures of the activity as well as a discussion of its relative strengths and weakness and additional recommendations for expanding on the basic implementation procedures outlined. (MN)

This combination curriculum and workbook, which was originally developed for use in a training workshop, is intended to assist adult educators in learning to market their adult literacy programs. The first chapter reviews basic marketing concepts (the definition of marketing, 10 truths about marketing, marketing versus promotion, steps in marketing, learners as customers, and the importance of using every opportunity for marketing). Chapter 2 introduces guidelines for using the following new technologies in a campaign to market an adult literacy program: video and audio (preproduction, scripts and storyboards, production tips, postproduction editing, tips to improve videographics, a sample plan for a video, equipment needed to make a video, and important terms related to video and audio); computers (databases, the basics of a computer system, and important computer terms); and direct mail (steps in direct marketing, development of a direct mail campaign, tips for direct mail, suggestions for artwork and printing, postal rates and regulations, and terms related to direct mail and printing). Identifiying and marketing to other target agencies are covered next. Chapter 4 deals with commitment and retention. Six marketing case studies are presented in Chapter 5. The next chapter explains the steps entailed in planning a marketing strategy. A bibliography lists sources dealing with marketing, video, computers, direct mail, and student retention. A workshop evaluation form concludes the guide. (MN)

This guide, which was originally developed for use in a training workshop, is intended to assist adult educators in learning to market their adult literacy programs. The first chapter outlines the main principles of social marketing and public relations. An overview of the operation of a social marketing campaign on adult literacy is provided next. Chapter 3 discusses the procedures entailed in beginning a marketing campaign. The following aspects of selling an adult literacy program are covered next: developing a theme; choosing promotional activities (the value of newspapers, steps to better press releases, editors' style points, and the role of the media in marketing); Madison Avenue-style packaging, and ways of identifying resources. The final two chapters are devoted to evaluating a social marketing and public relations campaign on adult literacy and completing a marketing plan. The appendix includes sample 30- and 60-second public service announcements and two student spotlights (one describing a male and the other describing a female program participant). (MN)

This volume, the second in a two-volume guide designed to provide vocational educators in Massachusetts with some practical tools for planning and implementing student recruitment strategies in their local areas, offers step-by-step instructions for implementing specific recruitment strategies. The first chapter examines the benefits of holding conferences and workshops to familiarize the community with current needs in vocational education and also includes detailed guidelines for improving public speaking skills and planning presentations. Provided in the second section are model presentations, magazine articles, and awareness exercises used by vocational schools and designed for widespread use among schools throughout the country. The third chapter, consisting of guidelines to help vocational instructors plan creative mass media and publicity campaigns, includes lists of Massachusetts-based media organizations and minority language newspapers that are published in the state. Suggestions for making audiovisual productions and for using radio and television air time to publicize vocational education programs are set forth in the next two chapters. Concluding the guide are ideas for designing effective advertisements, brochures, billboards, and buscards. (MN)

This recruitment package consists of materials designed to assist those individuals who are responsible for recruiting students into postsecondary vocational education programs. The package, which may be used either as a guide to establishing and implementing a new promotional policy or as a resource to use when planning a specific promotional effort, contains seven instructional units and a how-to-guide. Addressed in the individual instructional units are the following topics: the nature and rationale of recruitment, marketing, recruitment activities, the role of career information and counseling in recruitment, evaluation, future directions, and a final recruitment product. The how-to guide deals with such aspects of planning and implementing a recruitment program as conducting a needs assessment, preparing marketing materials, writing advertising copy, deciding which media to use, using effective graphics and some tricks of successful promotional campaigns, planning a career awareness program, developing a public-relations proposal outline, and formulating a recruitment calendar. Concluding the package are examples of effective artwork and copy that have been used in recruitment efforts in different areas throughout the country. Appendixes to the volume include sample newspaper articles, sample radio spots, a discussion of advertiser and advertising agency and media relationships, and a description of the Florida CHOICES career-exploration program. (MN)