Effective Marketing in an Age of Intense Competition

Traditionally, colleges used a similar mix of marketing tools and techniques to attract new students. The typical approach included: a high-quality set of recruitment brochures on select programs of study; a college catalog that was attractive and easy to navigate; a local community reputation fostered by years of publicity; a group of sought-after academic programs with distinctive reputations in a select few areas; accreditations; and active and loyal alumni bases.