Abstract:
Because of declining enrollments, the Associate Dean of the College of Agriculture and Life Sciences requested assistance in developing recruiting strategies. Students in a marketing communication course conducted research to determine what image students have of the College of Agriculture and Life Sciences and what variables influence students' choice of a college program. The data gathered generated some useful information such as who the target market should be, what type of communication materials have been most effective, and what type of information is likely to be persuasive when the students are making their decisions. Some of the information is applicable only to the program at Virginia Tech; some of the information would be relevant for other colleges of agriculture.
Keywords:
recruiting strategies, marketing research
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