Evaluation of the Impact of Media Marketing Strategies on Continuing Education Enrollments. AIR Forum 1982 Paper.

The impact of media marketing strategies on continuing education enrollment at the State University of New York College at Brockport (SUNY-CB), was evaluated. The evaluation of advertising impacts used advertising records of SUNY-CB and other area colleges and a telephone questionnaire instrument. A stratified, random countywide sample, in addition to the college continuing education students, was surveyed to determine the differential impact of media types and the media impact on the college's new and returning continuing education students as well as on the general population sample. Of the 400 continuing education students enrolled in the fall 1981 semester in credit courses, 215 participated in the telephone survey, in addition to 290 countywide respondents. The Statistical Package for the Social Sciences (SPSS) was used in the analysis of responses. The primary way in which the respondents heard about the college's continuing education offerings was determined. Respondents were asked whether they saw or heard any advertisements for the continuing education program, and whether the marketing strategies encouraged previous students to continue, or attracted new students. Another aspect of the research was to identify advertising conducted through the local media by other area colleges. It was found that: (1) respondents were not very aware of the college's advertisements; (2) the electronic media appeared to have had little or no impact on either respondent group; (3) newspapers seemed to be the most effective media; and (4) direct mail was an effective approach. These findings provide the basis for four recommendations regarding the school's marketing approaches, including centralizing marketing efforts and enhancing program reputation among faculty and students. (SW)