MARKETING HIGHER EDUCATION

                      A periodic electronic Newsletter
                      to help you market your school,
                        community college, college,
                               or university.
                         Vol. XI, no. 5, May, 1997

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                            Publications Audit:
         A do-it-yourself approach to test marketing effectiveness.

                          by Robert (Bob) S. Topor

       I have been asked, from time to time, about how one goes about a
     publications audit. Most of the time, this request comes from someone
     working in admissions, although I have been asked to review
     publications from development (fund raising), alumni relations
     (magazines), and news (news releases).

       Here is a multi-step program you might use to evaluate the marketing
     effectiveness of your publications (and outreach electronic
     communications):

     1. First, spread all the pieces out on the floor and bring up your web
     site on a computer screen. Ask yourself these questions:
     a. Do they all look (and feel) like they come from the same place? Or
     do some look like they are different?
     b. What does each item deal with basic IDENTIFICATION? What words or
     images project that message?
     c. Is there consistent use of typography? Color? Design? Format?
     Identifiers? (logos) Or do some pieces vary from the norm? Which?
     d. When you read your mission statement does it make sense with the
     materials you are viewing?

     2. Now examine the individual pieces. Focus on words. What writing
     style is used? How is copy used to carry the overall message?

     3. Now think about the audiences for which that piece is intended.
     Don't forget to include INTERNAL audiences. Does it look like each
     would connect? Would it move someone to action?
     Do you think marketing reseach is called for?

     4. How well (or poorly) does each piece contribute (or detract) from
     the institution's collective image and mission?

     5. Rate each piece on a scale of one to ten (one being poor; ten being
     excellent). How does each piece rate? What is the average? Above 5 ?
     Below five? Ten?

     Danger signs!
       One of the things I look for is what I call "self-imposed
     fragmentation." If the pieces you have set before you (and the
     computer web site you include), look like they have come from many
     different places, if there is little evidence of continuity through
     design, identification, color or feeling, or words, your school may be
     in deep marketing trouble. You may have fallen into the "self-imposed
     fragmentation" trap. This often results from de-centralization when
     one unit produces materials with little or no concern for what others
     are doing. In many cases this happens by accident. In the worst cases
     it is an overt practice which comes from the feeling that "my
     department, college or unit is much more important than others (or
     even the parent institution)." In fact, in some cases it is the result
     of individual ego, when a person or people feel they are more
     important than others. In my experience, when this happens it is very
     difficult to overcome and often leads to subsequent marketing
     disasters if not corrected.

       Or, it may simply result from the budgetary process you have in
     place where individual units have fiscal autonomy and little marketing
     savvy. The end result is consumer confusion and fragmentation of ideas
     and concepts. This often bodes badly for the future of the school.

       The publications audit is then just the tip of an unseen iceberg,
     where turmoil exists belowthe surface, but looms forboding for the
     future. The audit is the warning alarm, announcing the future. It can
     be an opportunity to reveal problems ...a sort of loud and clear
     warning signal!

       If this is the case you may ned to consider how you are going to
     rectify thr problem (if you can from your hierarchical position). Or
     is this something your President and Board need to consider and
     rectify?

     In summary
     Of course an audit includes subjective judgments and requires
     substantial experience and knowledge of the field of higher education,
     but I think you can do a very good and beneficial review. If you have
     further questions, call (415) 962-1105 or e-mail
     topor@marketinged.com! I will try to help you.-Bob Topor

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                         Original posting: 5/26/97
  Marketing Higher Education Newsletter is published by Topor Consulting Group
  International (http://www.marketinged.com). Newsletter posted by WEBB Internet 
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             copyright 1997 Topor Consulting Group International