Managing campus marketing expectations

April 14, 2009

The goal of campus public-relations departments is to manage marketing expectations, and to do so, they must synthesize daily requests, insisting that any promotional activity must be undertaken as part of a coherent, campus-wide plan, observes Russell Powell, a PR officer at Massachusetts-based Elms College, in The Chronicle of Higher Education. For example, academic divisions struggling with low enrolment often seek a cure in the known and tangible -- but impersonal -- brochure. A more effective approach, writes Powell, is a personalized letter to a prospective student from a professor describing the merits of the institution and its program. The Chronicle of Higher Education (subscription required)