Survey of College Marketing Programs, 2018 Edition
This exhaustive 200-page study presents highly detailed data from 43 American colleges and universities about their marketing efforts, pinpointing their use of and recent, current and expected spending on an array of marketing vehicles including, but not limited to: Facebook, Google Ads, Instagram, YouTube, LinkedIn, Twitter, direct mail, opt-in email marketing, viewbooks, podcasts, Snapchat, Pinterest, telephone solicitation, payments to search engines for placement, web optimization strategies and much more.
The study also gives detailed data on use of and spending on public relations, market research and marketing consultants, and billboards, and radio and television advertising. The report also includes data on the use of recruitment-oriented blogs and visits by recruiters to high schools. Survey participants also comment on their favorite marketing vehicles and give advice to their peers.
We asked respondents the following question: Does your department handle marketing for undergraduate education? A majority of colleges said that their department handles marketing for undergraduate education (67.44%). Private school respondents are slightly more likely to oversee this task than public school respondents (68.75% vs. 66.67. All community/junior colleges departments sampled (100.00%) handled this type of marketing, with four-year college respondents being the next most common school type to do so (77.78%). Lastly, schools where less than 20% of students lived within 75 miles of campus before enrolling are the most likely to handle undergraduate education marketing (77.78%).