S O C I E T Y F O R C O L L E G E A N D U N I V E R S I T Y P L A N N I N G
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Turning Research into Enrollments: Developing a Data-based Marketing Plan that Works

Presenter(s): Craig A. Clagett, Carroll Community College
Convener: Alexandria Roe, Connecticut State University System Office

Investing institutional marketing resources wisely requires market research to (1) identify market opportunities, (2) develop programs and services to meet those opportunities, and (3) effectively communicate the benefits of participating in college programs and services to the market. Learn to identify what research is necessary, how to accomplish it, and how to use the data in the development of a comprehensive marketing plan. The session concludes with discussion of a marketing campaign that increased enrollment by 15 percent three months after rollout.

This knowledge resource from SCUP is a concurrent session presented at the Society's thirty-sixth annual, international conference and Expo, SCUP–36, in Boston, MA (USA), in July of 2001.

Audiocassettes of this and other SCUP–36 sessions are available for purchase here.

Due to our concern for the privacy of members of the face-to-face audiences at SCUP-36, our digital archives of SCUP-36 presentations end at the beginning of the question and answer portion of each session. Whenever we can, we not only provide streaming audio but the slide show or visual presentation used by the presenters, as well.