Integrated marketing communications at community colleges

This study investigates integrated marketing communications practices at two-year community colleges in the United States and the resultant brand growth or loss over time. A survey of marketing and communication directors who are members of the National Council for Marketing and Public Relations yielded responses from 237 institutions and enrollment data from the fall 2001 and 2006 semesters. Applying models to measure IMC and brand equity, this study found a statistically significant correlation between IMC performance and enrollment at community colleges with a high IMC performance index and at those institutions that experienced stable external factors. Among colleges that implemented IMC best practices, those institutions tended to see enrollment growth. Among colleges that did not experience negative external impacts during the study period, those with a low IMC performance index experienced a loss of enrollment and those with a high IMC performance index experienced enrollment growth. The findings suggest that community colleges may have an opportunity to enhance enrollment by implementing an integrated marketing communications program.