Primary Research Group has published The Survey of College Marketing Programs, 2010 Edition, ISBN 1-57440-149-1.   

This study presents the results of a survey of college marketing efforts with data from 55 colleges. The study presents data on trends in advertising on the internet, through television and radio, print media, billboards, and other mediums. In addition, the report looks at the size and composition of the marketing budget, use of consultants such as advertising and public relations agencies, market research firms and other consultancies. The report explores trends in printing costs, the fate of the viewbook and direct mail efforts. Report purchasers can expect highly specific data for spending on Google, Yahoo, Facebook, ezines, radio, television, billboards and other marketing venues. Data is broken out by size and type of college, for public and private colleges, and for colleges draw students from mostly a local, regional or national audience. 

Just a few of the report’s many findings are that:

• 60% of colleges in the sample had an overall budget for marketing.
• 79% of colleges in the sample used newspaper ads within the past year. Use was just about equally common among public and private colleges. All community colleges in the sample used newspaper ads in the past year. 
• Close to 30% of the colleges in the sample have used recruitment-oriented blogs in their college marketing efforts. Colleges that grant 4-year degrees were the most likely to have used recruitment-oriented blogs; nearly half of them had done so.
• The per unit cost difference in printing the college viewbook between colleges with less than 2,000 students and colleges with 5,000 to 10,000 students was $1.26.
• About 15.8% of the colleges in the sample used keyword purchases on Facebook as a promotional vehicle in the past year. 
• Private colleges outspent public colleges by approximately 6:1 for ezine ads.

The price of the report is $265.00 in a pdf or print version. Site licenses are also available. For further information view our website at www.PrimaryResearch.com.