The Survey of College Marketing Programs, 2002 Edition
Volume 1: Electronic Marketing & Use of Consultants
Volume 2: Print Advertising and Management Practices
This special report on college marketing practices is based on interviews
with 92 randomly selected colleges in the USA, including 11 major research
universities, 21 masters-granting institutions, 25 community colleges, 5
doctoral-level colleges and 22 BA-level institutions, among others. The
report gives detailed data about college marketing practices in the following
areas: virtual tours, internet marketing, the electronic & print viewbook,
billboard advertising, use of market research, advertising and public relations
firms, radio & television advertising, direct mail, newspaper and magazine
advertising, use of surveys by colleges, use of sponsored visits, trends in
visits to guidance counselors, and other facets of college enrollment
marketing. Data is broken out by size and type of college, as well as
Carnegie Classification of the college.
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TABLE OF CONTENTS
SURVEY OF COLLEGE MARKETING PROGRAMS, 2002 Edition
VOLUME 1: ELECTRONIC MARKETING AND USE OF CONSULTANTS
TABLE OF CONTENTS
CHARACTERISTICS OF THE SAMPLE 10
TOTAL STUDENT ENROLLMENTS 10
SUMMARY OF SOME MAIN FINDINGS 12
CHAPTER ONE: THE COLLEGE WEB SITE 13
CHAPTER TWO: VIRTUAL CAMPUS TOUR 21
CHAPTER THREE: MARKETING THE COLLEGE OVER THE INTERNET 29
CHAPTER FOUR: NETWORK OR SPOT TELEVISION ADVERTISING 37
CHAPTER FIVE: CABLE TELEVISION ADVERTISING 43
CHAPTER SIX: RADIO ADVERTISING 48
CHAPTER SEVEN: ELECTRONIC VERSION OF THE VIEWBOOK 53
CHAPTER EIGHT: USE OF PR AGENCIES 59
CHAPTER NINE: USE OF ADVERTISING AGENCIES 61
CHAPTER TEN: USE OF MARKET RESEARCH FIRMS 64
Participating Colleges 69
LIST OF TABLES
STATISTICAL SUMMARY OF SAMPLE CHARACTERISTICS 11
Table #1: Mean number of students enrolled (# in thousands) 11
Table #2: Mean number of students enrolled, broken out by size of the college (# in
thousands) 11
Table #3: Mean number of students enrolled, broken out by level of the college, two-year or
four-year (# in thousands) 11
Table #4: Mean number of students enrolled, broken out by carnegie classification of the
college (# in thousands) 11
Table #5: Percentage of colleges in the sample that allow for the downloading of
application materials through the college web site 13
Table #6: Percentage of colleges in the sample that allow for the downloading of
application materials through the college web site, broken out by size of the college 13
Table #7: Percentage of colleges in the sample that allow for the downloading of
application materials through the college web site, broken out by type of college 13
Table #8: Percentage of colleges in the sample that allow for the downloading of
application materials through the college web site, broken out by carnegie classification 14
Table #9: Percentage of total applications made to colleges in the sample through
the college web site 14
Table #10: Mean, Median, Minimum, and Maximum percentage of total applications made
to the colleges in the sample made through the college web site, broken out by size of college 14
Table #11: Mean, Median, Minimum, and Maximum percentage of total applications made
to the colleges in the sample made through the college web site, broken out by
type of college 15
Table #12: Mean, Median, Minimum and Maximum percentage of total applications made
to the colleges in the sample made through the college web site, broken out by
carnegie classification 16
Table #13: Cost of applying to the colleges in the sample through the college web
site compared to the cost of applying through paper-based applications (in percent) 16
Table #14: Cost of applying to the colleges in the sample through the college web
site compared to the cost of applying through paper-based applications, broken out
by size of the college (in percent) 17
Table # 15: Cost of applying to the colleges in the sample through the college web
site compared to the cost of applying through paper-based applications, broken out
by type of college (in percent) 17
Table #16: Cost of applying to the colleges in the sample through the college web
site compared to the cost of applying through paper-based applications, broken out
by carnegie classification (in percent) 17
Table #17: Mean, Median, Minimum and Maximum cost of applying to colleges in the sample
through paper-based applications (in U.S. dollars) 18
Table #18: Mean, Median, Minimum and Maximum cost of applying to colleges in the sample
through paper-based applications, broken out by size of the college (in U.S.. dollars) 18
Table # 19: Mean, Median, Minimum and Maximum cost of applying to colleges in the sample
through paper-based applications, broken out by type of college (in U.S. dollars) 18
Table #20: Mean, Median, Minimum and Maximum cost of applying to colleges in the sample
through paper-based applications, broken out by carnegie classification
(in U.S. dollars) 18
Table #21: Mean, Median, Minimum and Maximum cost of applying to colleges in the sample
through the college web site (in U.S. dollars) 19
Table #22: Mean, Median, Minimum and Maximum cost of applying to colleges in the sample
through the college web site, broken out by size of the college (in U.S. dollars) 19
Table #23: Mean, Median, Minimum and Maximum cost of applying to colleges in the sample
through the college web site, broken out by type of college (in U.S. dollars) 19
Table #24: Mean, Median, Minimum and Maximum cost of applying to colleges in the sample
through the college web site, broken out by carnegie classification (in U.S. dollars) 20
Table #25: Percentage of colleges in the sample that offer a virtual tour of the campus
through the college web site 21
Table #26: Percentage of colleges in the sample that offer a virtual tour of the campus
through the college web site, broken out by size of the college 21
Table #27: Percentage of colleges in the sample that offer a virtual tour of the campus
through the college web site, broken out by type of college 21
Table #28: Percentage of colleges in the sample that offer a virtual tour of the campus
through the college web site, broken out by carnegie classification 22
Table #29: Percentage of colleges in the sample that do not offer a virtual tour through
the web site that plan to develop it within the next two years 22
Table #30: Percentage of colleges in the sample that do not offer a virtual tour through
the web site that plan to develop it within the next two years, broken out by size of the
college 22
Table #31: Percentage of colleges in the sample that do not offer a virtual tour through
the web site that plan to develop it within the next two years, broken out by type of
college 22
Table #32: Percentage of colleges in the sample that do not offer a virtual tour through
the web site that plan to develop it within the next two years, broken out by carnegie
classification 23
Table #33: Year in which the colleges in the sample offering a virtual tour developed the
tour 23
Table #34: Mean, Median, Minimum, and Maximum date when the colleges in the sample
offering a virtual tour developed the tour, broken out by size of the college 23
Table #35: Mean, Median, Minimum, and Maximum date when the colleges in the sample
offering a virtual tour developed the tour, broken out by type of college 24
Table #36: Mean, Median, Minimum and Maximum date when the colleges in the sample
offering a virtual tour developed the tour, broken out by carnegie classification 24
Table #37: Percentage of colleges in the sample that offer a virtual tour that hired or
used an outside consulting firm to develop it 24
Table #38: Percentage of colleges in the sample that offer a virtual tour that hired or
used an outside consulting firm to develop it, broken out by size of the college 25
Table #39: Percentage of colleges in the sample that offer a virtual tour that hired or
used an outside consulting firm to develop it, broken out by type of college 25
Table #40: Percentage of colleges in the sample that offer a virtual tour that hired or
used an outside consulting firm to develop it, broken out by carnegie classification 26
Table #41: Mean, Median, Minimum and Maximum spending by colleges in the sample to
develop the virtual tour (in U.S. dollars) 26
Table #42: Mean, Median, Minimum and Maximum spending by colleges in the sample to
develop the virtual tour, broken out by size of the college (in U.S. dollars) 26
Table #43: Mean, Median, Minimum and Maximum spending by colleges in the sample to
develop the virtual tour, broken out by type of college (in U.S. dollars) 26
Table #44: Mean, Median, Minimum and Maximum spending by colleges in the sample to
develop the virtual tour, broken out by carnegie class (in U.S. dollars) 27
Table #45: Mean, Median, Minimum and Maximum number of students from colleges in the
sample that have taken all or part of the virtual tour 27
Table #46: Mean, Median, Minimum and Maximum number of students from colleges in the
sample that have taken all or part of the virtual tour, broken out by size of the college 27
Table #47: Mean, Median, Minimum and Maximum number of students from colleges in the
sample that have taken all or part of the virtual tour, broken out by type of college 27
Table #48: Mean, Median, Minimum and Maximum number of students of colleges in the sample
that have taken all or part of the virtual tour, broken out by carnegie classification 28
Table #49: Percentage of colleges in the sample that have collected email addresses of
applicants or potential applicants 29
Table #50: Percentage of colleges in the sample that have collected email addresses of
applicants or potential applicants, broken out by size of the college 29
Table #51: Percentage of colleges in the sample that have collected email addresses of
applicants or potential applicants, broken out by type of college 29
Table #52: Percentage of colleges in the sample that have collected email addresses of
applicants or potential applicants, broken out by carnegie classification 29
Table #53: Percentage of colleges in the sample that have collected email addresses of
visitors to the college web site 30
Table #54: Percentage of colleges in the sample that have collected email addresses of
visitors to the college web site, broken out by size of the college 30
Table #55: Percentage of colleges in the sample that have collected email addresses of
visitors to the college web site, broken out by type of college 30
Table #56: Percentage of colleges in the sample that have collected email addresses of
visitors to the college web site, broken out by carnegie classification 31
Table #57: Percentage of colleges in the sample that have purchased opt-in lists of email
addresses of potential applicants from commercial list vendors 31
Table #58: Percentage of colleges in the sample that have purchased opt-in lists of email
addresses of potential applicants from commercial list vendors, broken out by size of the
college 31
Table #59: Percentage of colleges in the sample that have purchased opt-in lists of email
addresses of potential applicants from commercial list vendors, broken out by type of college 32
Table #60: Percentage of colleges in the sample that have purchased opt-in lists of email
addresses of potential applicants from commercial list vendors, broken out by carnegie
classification 32
Table #61: Mean, Median, Minimum and Maximum spending by colleges in the sample on opt-in
lists in the past year (in U.S. dollars) 32
Table #62: Mean, Median, Minimum and Maximum spending by colleges in the sample on opt-in
lists in the past year, broken out by size of the college (in U.S. dollars) 33
Table #63: Mean, Median, Minimum and Maximum spending by colleges in the sample on opt- in
lists in the past year, broken out by type of college (in U.S. dollars) 33
Table #64: Mean, Median, Minimum and Maximum spending by colleges in the sample on opt-in
lists in the past year, broken out by carnegie classification (in U.S. dollars) 33
Table #65: Mean, Median, Minimum and Maximum percentage of total spending on mailing lists
accounted for by email addresses for colleges in the sample 34
Table #66: Mean, Median, Minimum and Maximum percentage of total spending on mailing lists
accounted for by email addresses for colleges in the sample, broken out by size of the college 34
Table #67: Mean, Median, Minimum and Maximum percentage of total spending on mailing lists
accounted for by email addresses for colleges in the sample, broken out by type of college 34
Table #68: Mean, Median, Minimum and Maximum percentage of total spending on mailing lists
accounted for by email addresses for colleges in the sample, broken out by carnegie
classification 35
Table #69: Comparison of Response Rates from Traditional Mail and Email Lists for student
recruitment 35
Table #70: Comparison of response rates from traditional & Emailing lists for college
marketing, broken out by size of the college 35
Table #71: Comparison of response rates from traditional & Emailing lists for college
marketing. broken out by type of college 36
Table #72: Comparison of traditional & Emailing lists for college marketing, broken out
by carnegie classification 36
Table #73: Percentage of colleges in the sample that have advertised on network or spot
television 37
Table #74: Percentage of colleges in the sample that have advertised on network or spot
television, broken out by size of the college 37
Table #75: Percentage of colleges in the sample that have advertised on network or spot
television, broken out by type of college 37
Table #76: Percentage of colleges in the sample that have advertised on network or spot
television, broken out by carnegie classification 38
Table #77: Percentage of colleges in the sample that have advertised on network or spot
television within the past year 38
Table #78: Percentage of colleges in the sample that have advertised on network or spot
television within the past year, broken out by size of the college 38
Table #79: Percentage of colleges in the sample that have advertised on network or spot
television within the past year, broken out by type of college 38
Table #80: Percentage of colleges in the sample that have advertised on network or spot
television within the past year, broken out by carnegie classification 39
Table #81: Mean, Median, Minimum and Maximum spending by colleges in the sample on network
or spot television within the past year (in U.S. dollars) 39
Table #82: Mean, Median, Minimum and Maximum spending by colleges in the sample on network
or spot television within the past year, broken out by size of the college
(in U.S. dollars) 39
Table #83: Mean, Median, Minimum and Maximum spending by colleges in the sample on network
or spot television within the past year, broken out by type of college
(in U.S. dollars) 40
Table #84: Mean, Median, Minimum and Maximum spending by colleges in the sample on network
or spot television within the past year, broken out by carnegie classification
(in U.S. dollars) 41
Table #85: Mean, Median, Minimum and Maximum amount colleges in the sample plan to spend
on network or spot television in the next year (in U.S. dollars) 41
Table #86: Mean, Median, Minimum and Maximum amount that colleges in the sample plan to
spend on network or spot television in the next year, broken out by size of the college
(in U.S. dollars) 41
Table #87: Mean, Median, Minimum, and Maximum amount that colleges in the sample plan to
spend on network or spot television in the next year, broken out by type of college
(in U.S. dollars) 42
Table #88: Mean, Median, Minimum and Maximum amount that colleges in the sample plan to
spend on network or spot television in the next year, broken out by carnegie classification
(in U.S. dollars) 42
Table #89: Percentage of colleges in the sample that have advertised on cable television
43
Table #90: Percentage of colleges in the sample that have advertised on cable television,
broken out by size of the college 43
Table #91: Percentage of colleges in the sample that have advertised on cable television,
broken out by type of college 43
Table #92: Percentage of colleges in the sample that have advertised on cable television,
broken out by carnegie classification 44
Table #93: Percentage of colleges in the sample that have advertised on television within
the past year 44
Table #94: Percentage of colleges in the sample that have advertised on television within
the past year, broken out by size of the college 44
Table #95: Percentage of colleges in the sample that have advertised on cable television
within the past year, broken out by type of college 44
Table #96: Percentage of colleges in the sample that have advertised on cable television
within the past year, broken out by carnegie classification 45
Table #97: Mean, Median, Minimum and Maximum spending by colleges in the sample on cable
television advertising within the past year (in U.S. dollars) 45
Table #98: Mean, Median, Minimum and Maximum spending by colleges in the sample on cable
television advertising within the past year, broken out by size of the college (in U.S.
dollars) 45
Table #99: Mean, Median, Minimum and Maximum spending by colleges in the sample on cable
television advertising within the past year, broken out by type of college (in U.S. dollars)
45
Table #100: Mean, Median, Minimum and Maximum spending by colleges in the sample on cable
television advertising within the past year, broken out by carnegie classification (in U.S.
dollars) 46
Table #101: Mean, Median, Minimum and Maximum amount colleges in the sample plan to spend
on cable television advertising in the next year (in U.S. dollars) 46
Table #102: Mean, Median, Minimum and Maximum amount colleges in the sample plan to spend
on cable television advertising in the next year, broken out by size of the college (in U.S.
dollars) 46
Table #103: Mean, Median, Minimum and Maximum amount colleges in the sample plan to spend
on cable television advertising in the next year, broken out by type of college (in U.S.
dollars) 47
Table #104: Mean, Median, Minimum and Maximum amount of colleges in the sample plan to
spend on cable television advertising in the next year, broken out by carnegie classification
(in U.S. dollars) 47
Table #105: Percentage of colleges in the sample that have advertised on the radio 48
Table #106: Percentage of colleges in the sample that have advertised on the radio, broken
out by size of the college 48
Table #107: Percentage of colleges in the sample that have advertised on the radio, broken
out by type of college 48
Table #108: Percentage of colleges in the sample that have advertised on the radio, broken
out by carnegie classification 48
Table #109: Percentage of colleges in the sample that have advertised on the radio within
the past year 49
Table #110: Percentage of colleges in the sample that have advertised on the radio within
the past year, broken out by size of the college 49
Table #111: Percentage of colleges in the sample that have advertised on the radio within
the past year, broken out by type of college 49
Table #112: Percentage of colleges in the sample that have advertised on the radio within
the past year, broken out by carnegie classification 50
Table #113: Mean, Median, Minimum and Maximum spending by colleges in the sample on radio
advertising within the past year (in U.S. dollars) 50
Table #114: Mean, Median, Minimum and Maximum spending by colleges in the sample on radio
advertising within the past year, broken out by size of the college (in U.S. dollars) 50
Table #115: Mean, Median, Minimum and Maximum spending by colleges in the sample on radio
advertising within the past year, broken out by type of college (in U.S. dollars) 51
Table #116: Mean, Median, Minimum and Maximum spending by colleges in the sample on radio
advertising within the past year, broken out by carnegie classification
(in U.S. dollars) 51
Table #117: Mean, Median, Minimum and Maximum amount colleges in the sample plan to spend
on radio advertising in the next year (in U.S. dollars) 51
Table #118: Mean, Median, Minimum and Maximum amount colleges in the sample plan to spend
on radio advertising in the next year, broken out by size of the college
(in U.S. dollars) 52
Table #119: Mean, Median, Minimum and Maximum amount that colleges in the sample plan to
spend on radio advertising in the next year, broken out by type of college
(in U.S. dollars) 52
Table #120: Mean, Median, Minimum and Maximum amount that colleges in the sample plan to
spend on radio advertising in the next year, broken out by carnegie classification (in U.S.
dollars) 52
Table #121: Percentage of colleges in the sample that have a video about the college to send
to prospective students 53
Table #122: Percentage of colleges in the sample that have a video about the college to send
to prospective students, broken out by size of the college 53
Table #123: Percentage of colleges in the sample that have a video about the college to send
to prospective students, broken out by type of college 53
Table #124: Percentage of colleges in the sample that have a video about the college to send
to prospective students, broken out by carnegie classification 54
Table #125: Outsourcing vs. In-House production of the college promotional video 54
Table #126: Outsourcing vs. In-House production of the college promotional video, broken out
by size of the college 54
Table #127: Outsourcing vs. In-House production of the college promotional video, broken out
by type of college 55
Table #128: Outsourcing vs. In-House production of the college promotional video, broken out
by carnegie classification 55
Table #129: Mean, Median, Minimum and Maximum cost to produce the video for colleges in the
sample (in U.S. dollars) 55
Table #130: Mean, Median, Minimum and Maximum cost to produce the video for colleges in the
sample, broken out by size of the college (in U.S. dollars) 56
Table #131: Mean, Median, Minimum and Maximum cost to produce the video for colleges in the
sample, broken out by type of college (in U.S. dollars) 56
Table #132: Mean, Median, Minimum and Maximum cost to produce the video for colleges in the
sample, broken out by carnegie classification (in U.S. dollars) 56
Table #133: Mean, Median, Minimum and Maximum number of copies made of promotional video by
colleges in the sample in the most recent production run 57
Table #134: Mean, Median, Minimum and Maximum number of copies made of promotional video by
colleges in the sample in the most recent production run, broken out by size of the
college 57
Table #135: Mean, Median, Minimum and Maximum number of copies made of promotional video by
colleges in the sample in the most recent production run, broken out by type of college 57
Table #136: Mean, Median, Minimum and Maximum number of copies made of promotional video by
colleges in the sample in the most recent production run, broken out by carnegie
classification 58
Table #137: Percentage of colleges in the sample that have used a public relations agency for
projects relating to student recruitment of any kind 59
Table #138: Percentage of colleges in the sample that have used a public relations agency for
projects relating to student recruitment of any kind, broken out by size of the college 59
Table #139: Percentage of colleges in the sample that have used a public relations agency for
projects relating to student recruitment of any kind, broken out by type of college 59
Table #140: Percentage of colleges in the sample that have used a public relations agency for
projects relating to student recruitment of any kind, broken out by carnegie
classification 59
Table #141: Percentage of colleges in the sample that have or will use a PR agency for projects
relating to student recruitment in the year 2001 60
Table #142: Percentage of colleges in the sample that have or will use a PR agency for projects
relating to student recruitment in the year 2001, broken out by size of the college 60
Table #143: Percentage of colleges in the sample that have or will use a PR agency for projects
relating to student recruitment in the year 2001, broken out by type of college 60
Table #144: Percentage of colleges in the sample that have or will use a PR agency for projects
relating to student recruitment in the year 2001, broken out by carnegie classification 60
Table #145: Percentage of colleges in the sample that have used an advertising agency for
projects relating to student recruitment 61
Table #146: Percentage of colleges in the sample that have used an advertising agency for
projects relating to student recruitment, broken out by size of the college 61
Table #147: Percentage of colleges in the sample that have used an advertising agency for
projects relating to student recruitment, broken out by type of college 61
Table #148: Percentage of colleges in the sample that have used an advertising agency for
projects relating to student recruitment, broken out by carnegie classification 62
Table #149: Percentage of colleges in the sample that have or will use an advertising agency
for projects relating to student recruitment in the year 2001 62
Table #150: Percentage of colleges in the sample that have or will use an advertising agency
for projects relating to student recruitment in the year 2001, broken out by size of the
college 62
Table #151: Percentage of colleges in the sample that have or will use an advertising agency
for projects relating to student recruitment in the year 2001, broken out by type of
college 63
Table #152: Percentage of colleges in the sample that have or will use an advertising agency
for projects relating to student recruitment in the year 2001, broken out by carnegie
classification 63
Table #153: Percentage of colleges in the sample that regularly interview prospective students
about their attitudes toward the college 64
Table #154: Percentage of colleges in the sample that regularly interview prospective students
about their attitudes toward the college, broken out by size of the college 64
Table #155: Percentage of colleges in the sample that regularly interview prospective students
about their attitudes toward the college, broken out by type of college 64
Table #156: Percentage of colleges in the sample that regularly interview prospective students
about their attitudes toward the college, broken out by carnegie classification 65
Table #157: Percentage of colleges or programs of the colleges in the sample that have employed
a market research firm within the past year to assist in any way in marketing the
college 65
Table #158: Percentage of colleges or programs of the colleges in the sample that have employed
a market research firm within the past year to assist in any way in marketing the college,
broken out by size of the college 65
Table #159: Percentage of colleges or programs of the colleges in the sample that have employed
a market research firm within the past year to assist in any way in marketing the
college 66
Table #160: Percentage of colleges or programs of the colleges in the sample that have employed
a market research firm within the past year to assist in any way in marketing the college,
broken out by carnegie classification 66
Table #161: Mean, Median, Minimum and Maximum amount paid by the colleges or entities of
the colleges in the sample to a market research firm within the past year
(in U.S. dollars) 66
Table #162: Mean, Median, Minimum and Maximum amount paid by the colleges or entities of
the colleges in the sample to a market research firm within the past year, broken out
by size of the college (in U.S. dollars) 66
Table #163: Mean, Median, Minimum and Maximum amount paid by the colleges or entities of
the colleges in the sample to a market research firm within the past year, broken out by
type of college (in U.S. dollars) 67
Table #164: Mean, Median, Minimum and Maximum amount paid by the colleges or entities of
the colleges in the sample to a market research firm within the past year, broken out by
carnegie classification (in U.S. dollars) 67
Table #165: Percentage of colleges in the sample that have a regular, on-going relationship
with a market research firm 67
Table #166: Percentage of colleges in the sample that have a regular, on-going relationship
with a market research firm, broken out by size of the college 68
Table #167: Percentage of colleges in the sample that have a regular, on-going relationship
with a market research firm, broken out by type of college 68
Table #168: Percentage of colleges in the sample that have a regular, on-going relationship
with a market research firm, broken out by carnegie classification 68
CHARACTERISTICS OF THE SAMPLE
TOTAL STUDENT ENROLLMENTS
Ninety-two colleges participated in the survey. Our sample includes colleges and universities
of all sizes, ranging from 61 students to 51,019 students. The mean number of students
enrolled in the colleges is 6,832; the median number, 2,947. The sample includes participants
from 28 two-year college and 64 four-year colleges; 29 Association of Arts colleges, 22
Baccalaureate colleges, 5 Doctoral colleges, 21 Masters colleges, 4 Religion/theology colleges,
and 11 Research colleges.
Following are enrollment figures broken out by size of the college; level of the college,
(two-year or four year); and Carnegie classification of the college:
The sample is divided into four size groups, according to the number of students enrolled:
Less than 1,000, 1,000-3,000, 3,001-7,500, and 7,501 and above. The mean number of students
in the first (smallest) size group is 385.9; the mean number in the second is 1,685; the
mean number in the third is 4,906; and the mean number in the last is 16,931.
In the two-year colleges: the mean number of students enrolled is 6,618; the minimum is 130;
and the maximum is 51,019. In the four-year colleges: the mean number is 6,925; the minimum
is 61; and the maximum is 39,826.
The sample is also divided into six Carnegie classifications: Association of Arts,
Baccalaureate, Doctoral, Masters, Religion / Theology, and Research. The mean number of
students from Association of Arts-level colleges is 6,423; from Baccalaureate-level colleges,
1,681; from Doctoral-level universities, 8,038; from Masters-level colleges,6,029; from
Religion/Theology colleges, 123; from Research universities, 21,638.
STATISTICAL SUMMARY OF SAMPLE CHARACTERISTICS
Table #1: Mean number of students enrolled (# in thousands)
| | Mean | Median | Minimum | Maximum |
| All Colleges | 6.83 | 2.94 | .6 | 51.01 |
Table #2: Mean number of students enrolled, broken out by size of the college (# in thousands)
| Size | Mean | Median | Minimum | Maximum |
| Less than 1,000 | .38 | .31 | .6 | .94 |
| 1,000- 3,000 | 1.68 | 1.56 | 1.00 | 2.87 |
| 3,001-7,500 | 4.90 | 5.14 | 3.02 | 7.45 |
| 7,501 and higher | 16.93 | 12.95 | 7.75 | 51.01 |
Table #3: Mean number of students enrolled, broken out by level of the college, two-year
or four-year (# in thousands)
| Level | Mean | Median | Minimum | Maximum |
| 2 year | 6.61 | 3.11 | .13 | 51.01 |
| 4 year | 6.92 | 2.94< | .6 | 39.82 |
Table #4: Mean number of students enrolled, broken out by carnegie classification of the
college (# in thousands)
| Carnegie Classification | Mean | Median | Minimum | Maximum |
| Association of Arts | 6.42 | 2.32 | .13 | 51.01 |
| Baccalaureate | 1.68 | 1.45 | .47 | 5.25 |
| Doctoral | 8.03 | 10.72 | .17 | 13.75 |
| Masters< | 6.02 | 5.30 | .32 | 15.22 |
| Religion/Theology | .12 | .12 | .6 | .17 |
| Research | 21.63 | 18.98 | 7.75 | 39.82 |
SURVEY OF COLLEGE MARKETING PROGRAMS, 2002 EDITION
VOLUME 2: PRINT MARKETING MATERIALS & MANAGEMENT PRACTICES
TABLE OF CONTENTS
TABLE OF CONTENTS 2
LIST OF TABLES 3
CHARACTERISTICS OF THE SAMPLE 10
SUMMARY OF MAIN FINDINGS 12
CHAPTER ONE: NEWSPAPER ADVERTISING 14
CHAPTER TWO: MAGAZINE ADVERTISING 20
CHAPTER THREE: USE OF BILLBOARDS IN COLLEGE ADVERTISING 25
CHAPTER FOUR: THE COLLEGE VIEWBOOK 29
CHAPTER FIVE: THE COLLEGE CATALOG 44
CHAPTER SIX: Direct Mail 50
CHAPTER SEVEN: USE OF SURVEYS 59
CHAPTER EIGHT: VISITS TO HIGH SCHOOL GUIDANCE COUNSELORS 62
CHAPTER NINE: STAFF 66
CHAPTER TEN: SPONSORED CAMPUS VISITS 70
Participating Colleges 73
LIST OF TABLES
Table #1: Mean number of students enrolled (# in thousands) 11
Table #2: Mean number of students enrolled, broken out by size of the college
(# in thousands) 11
Table #3: Mean number of students enrolled, broken out by level of the college,
two-year or four-year (# in thousands) 11
Table #4: Mean number of students enrolled, broken out by carnegie classification
of the college ( # in thousands) 11
Table #5: Percentage of colleges in the sample that have advertised through
newspapers 14
Table #6: Percentage of colleges in the sample that have advertised through
newspapers, broken out by size of the college 14
Table #7: Percentage of colleges in the sample that have advertised through
newspapers, broken out by type of college 14
Table #8: Percentage of colleges in the sample that have advertised through
newspapers, broken out by carnegie classification 15
Table #9: Percentage of colleges in the sample that have advertised through
newspapers within the past year 15
Table #10: Percentage of colleges in the sample that have advertised through
newspapers within the past year, broken out by size of the college 15
Table #11: Percentage of colleges in the sample that have advertised through
newspapers within the past year, broken out by type of college 16
Table #12: Percentage of colleges in the sample that have advertised through
newspapers within the past year, broken out by carnegie classification 16
Table #13: Mean, Median, Minimum and Maximum spending by colleges in the sample on
newspaper advertising within the past year (in U.S. dollars) 16
Table #14: Mean, Median, Minimum and Maximum spending by colleges in the sample on
newspaper advertising within the past year, broken out by size of the college (in
U.S. dollars) 17
Table #15: Mean, Median, Minimum and Maximum spending by colleges in the sample on
newspaper advertising within the past year, broken out by type of college (in U.S.
dollars) 17
Table #16: Mean, Median, Minimum and Maximum spending by colleges in the sample on
newspaper advertising within the past year, broken out by carnegie classification
(in U.S. dollars) 17
Table #17: Mean, Median, Minimum and Maximum amount colleges in the sample plan to
spend on newspaper advertising in the next year (in U.S. dollars) 18
Table #18: Mean, Median, Minimum and Maximum amount colleges in the sample plan to
spend on newspaper advertising in the next year, broken out by size of the college
(in U.S. dollars) 18
Table #19: Mean, Median, Minimum and Maximum amount colleges in the sample plan to
spend on newspaper advertising in the next year, broken out by type of college (in
U.S. dollars) 18
Table #20: Mean, Median, Minimum and Maximum amount colleges in the sample plan to
spend on newspaper advertising in the next year, broken out by carnegie
classification (in U.S. dollars) 19
Table #21: Percentage of colleges in the sample that have advertised in magazines
20
Table #22: Percentage of colleges in the sample that have advertised in magazines,
broken out by size of the college 20
Table #23: Percentage of colleges in the sample that have advertised in magazines,
broken out by type of college 20
Table #24: Percentage of colleges in the sample that have advertised in magazines,
broken out by carnegie classification 21
Table #25: Percentage of colleges in the sample that have advertised in magazines
within the past year 21
Table #26: Percentage of colleges in the sample that have advertised in magazines
within the past year, broken out by size of the college 21
Table #27: Percentage of colleges in the sample that have advertised in magazines
within the past year, broken out by type of college 22
Table #28: Percentage of colleges in the sample that have advertised in magazines
within the past year, broken out by carnegie classification 22
Table #29: Mean, Median, Minimum and Maximum spending by colleges in the sample on
magazine advertising within the past year (in U.S. dollars) 22
Table #30: Mean, Median, Minimum and Maximum spending by colleges in the sample on
magazine advertising within the past year, broken out by size of the college (in
U.S. dollars) 22
Table #31: Mean, Median, Minimum and Maximum spending by colleges in the sample on
magazine advertising within the past year, broken out by type of college (in U.S.
dollars) 23
Table #32: Mean, Median, Minimum and Maximum spending by colleges in the sample on
magazine advertising within the past year, broken out by carnegie classification
(in U.S. dollars) 23
Table #33: Mean, Median, Minimum and Maximum amount colleges in the sample plan to
spend on magazine advertising in the next year (in U.S.dollars) 23
Table #34: Mean, Median, Minimum and Maximum amount colleges in the sample plan to
spend on magazine advertising in the next year, broken out by size of the college
(in U.S. dollars) 24
Table #35: Mean, Median, Minimum and Maximum amount colleges in the sample plan to
spend on magazine advertising in the next year, broken out by type of college (in
U.S. dollars) 24
Table #36: Mean, Median, Minimum and Maximum amount of colleges in the sample plan
to spend on magazine advertising in the next year, broken out by carnegie
classification (in U.S. dollars) 24
Table #37: Percentage of colleges that have advertised on billboards 25
Table #38: Percentage of colleges that have advertised on billboards, broken out by
size of the college 25
Table #39: Percentage of colleges that have advertised on billboards, broken out by
type of college 25
Table #40: Percentage of colleges that have advertised on billboards, broken out by
carnegie classification 26
Table #41: Percentage of colleges that have advertised on billboards within the past
year 26
Table #42: Percentage of colleges that have advertised on billboards within the past
year, broken out by size of the college 26
Table #43: Percentage of colleges that have advertised on billboards within the past
year, broken out by type of college 26
Table #44: Percentage of colleges that have advertised on billboards within the past
year, broken out by carnegie classification 27
Table #45: Mean, Median, Minimum and Maximum spending by colleges in the sample on
billboard advertising (in U.S. dollars) 27
Table #46: Mean, Median, Minimum and Maximum spending by colleges in the sample on
billboard advertising, broken out by size of the college (in U.S. dollars) 27
Table #47: Mean, Median, Minimum, and Maximum spending by colleges in the sample on
billboard advertising, broken out by type of college (in U.S. dollars) 27
Table #48: Mean, Median, Minimum and Maximum spending by colleges in the sample on
billboard advertising, broken out by carnegie classification (in U.S. dollars) 28
Table #49: Percentage of colleges in the sample that produce a viewbook 29
Table #50: Percentage of colleges in the sample that produce a viewbook, broken out
by size of the college 29
Table #51: Percentage of colleges in the sample that produce a viewbook, broken out
by type of college 29
Table #52: Percentage of colleges in the sample that produce a viewbook, broken out
by carnegie classification 30
Table #53: How often colleges in the sample print the viewbook 30
Table #54: How often colleges in the sample print the viewbook, broken out by size of
the college (As a % of category in first column) 30
Table #55: How often colleges in the sample print the viewbook, broken out by type of
college 31
Table #56: How often colleges in the sample print the viewbook, broken out by
carnegie classification (As a % of category in first column) 31
Table #57: Mean, Median, Minimum and Maximum print run of the viewbook in the last
printing for colleges in the sample 31
Table #58: Mean, Median, Minimum and Maximum print run of the viewbook for the last
printing for colleges in the sample, broken out by size of the college 32
Table #59: Mean, Median, Minimum and Maximum print run of the viewbook for the last
printing for colleges in the sample, broken out by type of college 32
Table #60: Mean, Median, Minimum and Maximum print run of the viewbook for the last
printing for colleges in the sample, broken out by carnegie classification 32
Table #61: Mean, Median, Minimum and Maximum cost of printing the viewbook for the
last print run for colleges in the sample (in U.S. dollars) 33
Table #62: Mean, Median, Minimum and Maximum cost of printing the viewbook for the
last print run for colleges in the sample, broken out by size of the college (in U.S.
dollars) 33
Table #63: Mean, Median, Minimum and Maximum cost of printing the viewbook for the
last print run for colleges in the sample, broken out by type of college (in U.S.
dollars) 33
Table #64: Mean, Median, Minimum and Maximum cost of printing the viewbook for the
last print run for colleges in the sample, broken out by carnegie classification (in
U.S. dollars) 34
Table #65: Mean, Median, Minimum and Maximum cost of producing the viewbook,
including printing, editorial costs, photography, mailing, and staff labor costs,
for colleges in the sample (in U.S. dollars) 34
Table #66: Mean, Median, Minimum and Maximum cost of producing the viewbook,
including printing, editorial costs, photography, mailing, and staff labor costs,
for colleges in the sample, broken out by size of the college (in U.S. dollars) 35
Table #67: Mean, Median, Minimum and Maximum cost of producing the viewbook,
including printing, editorial costs, photography, mailing, and staff labor costs, for
all colleges in the sample, broken out by type of college (in U.S. dollars) 35
Table #68: Mean, Median, Minimum and Maximum cost of producing the viewbook including
printing, editorial costs, photography, mailing, and staff labor costs, for colleges
in the sample, broken out by carnegie classification (in U.S. dollars) 36
Table #69: Percentage of colleges in the sample that produce a CD-ROM or DVD version
of the viewbook 36
Table #70: Percentage of colleges in the sample that produce a CD-ROM or DVD version
of the viewbook, broken out by size of the college 36
Table #71: Percentage of colleges in the sample that produce a CD-ROM or DVD version
of the viewbook, broken out by type of college 37
Table #72: Percentage of colleges in the sample that produce a CD-ROM or DVD version
of the viewbook, broken out by carnegie classification 37
Table #73: Percentage of colleges in the sample that do not produce a CD-ROM version
of the viewbook that plan to do so within the next year 38
Table #74: Percentage of colleges in the sample that do not produce a CD-ROM version
of the viewbook that plan to do so within the next year, broken out by size of the
college 38
Table #75: Percentage of colleges in the sample that do not produce a CD-ROM version
of the viewbook that plan to do so within the next year, broken out by type of college 38
Table #76: Percentage of colleges in the sample that do not produce a CD-ROM version of the
viewbook that plan to do so within the next year, broken out by carnegie classification 39
Table #77: Percentage of colleges in the sample that have a web version of the viewbook 39
Table #78: Percentage of colleges in the sample that have a web version of the viewbook,
broken out by size of the college 39
Table #79: Percentage of colleges in the sample that have a web version of the viewbook,
broken out by type of college 40
Table #80: Percentage of colleges in the sample that have a web version of the viewbook,
broken out by carnegie classification 40
Table #81: Mean, Median, Minimum and Maximum spending by colleges in the sample to produce
the web version of the viewbook (in U.S. dollars) 40
Table #82: Percentage of colleges in the sample that do not produce a web version of the
viewbook that plan to do so within the next year 41
Table #83: Percentage of colleges in the sample that do not produce a web version of the
viewbook that plan to do so within the next year, broken out by size of the college 41
Table #84: Percentage of colleges in the sample that do not produce a web version of the
viewbook that plan to do so within the next year, broken out by type of college 41
Table #85: Percentage of colleges in the sample that do not produce a web version of the
viewbook that plan to do so within the next year, broken out by carnegie classification 42
Table #86: Most current print run of Viewbook contrasted with print run of 5 years ago 42
Table #87: Most current print run of Viewbook contrasted with print run of 5 years ago,
broken out by size of the college 43
Table #88: Most current print run of Viewbook contrasted with print run of 5 years ago,
broken out by type of college 43
Table #89: Most current print run of Viewbook contrasted with print run of 5 years ago,
broken out by carnegie classification 43
Table #90: Mean, Median, Minimum and Maximum number of copies of the general college catalog
printed by the colleges in the sample in 2001 44
Table #91: Mean, Median, Minimum and Maximum number of copies of the general college catalog
printed by the colleges in the sample in 2001, broken out by size of the college 44
Table #92: Mean, Median, Minimum and Maximum number of copies of the general college catalog
printed by the colleges in the sample in 2001, broken out by type of college 44
Table #93: Mean, Median, Minimum and Maximum number of copies of the general college catalog
printed by the colleges in the sample in 2001, broken out by carnegie classification 45
Table #94: Mean, Median, Minimum and Maximum overall cost of printing the college catalog for
colleges in the sample (in U.S. dollars) 45
Table #95: Mean, Median, Minimum and Maximum overall cost of printing the college catalog for
colleges in the sample, broken out by size of the college (in U.S. dollars) 45
Table #96: Mean, Median, Minimum and Maximum overall cost of printing the college catalog for
colleges in the sample, broken out by type of college (in U.S. dollars) 46
Table #97: Mean, Median, Minimum and Maximum overall cost of printing the college catalog for
colleges in the sample, broken out by carnegie classification (in U.S. dollars) 46
Table #98: Mean, Median, Minimum and Maximum per unit cost of the college catalog for colleges
in the sample (in U.S. dollars) 46
Table #99: Mean, Median, Minimum and Maximum per unit cost of the college catalog for colleges
in the sample, broken out by size of the college (in U.S. dollars) 47
Table #100: Mean, Median, Minimum and Maximum per unit cost of the college catalog for colleges
in the sample, broken out by type of college (in U.S. dollars) 47
Table #101: Mean, Median, Minimum and Maximum per unit cost for the college catalog for colleges
in the sample, broken out by carnegie classification (in U.S. dollars) 47
Table #102: Most current print run of catalog contrasted with print run of 5 years ago 48
Table #103: Most current print run of catalog contrasted with print run of 5 years ago, broken
out by size of the college 48
Table #104: Most current print run of catalog contrasted with print run of 5 years ago, broken
out by type of college 48
Table #105: Most current print run of catalog contrasted with print run of 5 years ago, broken
out by carnegie classification 49
Table #106: Percentage of colleges in the sample that have used a direct mail campaign to
attract applicants 50
Table #107: Percentage of colleges in the sample that have used a direct mail campaign to
attract applicants, broken out by size of the college 50
Table #108: Percentage of colleges in the sample that have used a direct mail campaign to
attract applicants, broken out by type of college 50
Table #109: Percentage of colleges in the sample that have used a direct mail campaign to
attract applicants, broken out by carnegie classification 51
Table #110: Percentage of colleges in the sample that have used a direct mail campaign to
attract applicants within the past year 51
Table #111: Percentage of colleges in the sample that have used a direct mail campaign to
attract applicants within the past year, broken out by size of the college 51
Table #112: Percentage of colleges in the sample that have used a direct mail campaign to
attract applicants within the past year, broken out by type of college 52
Table #113: Percentage of colleges in the sample that have used a direct mail campaign to
attract applicants within the past year, broken out by carnegie classification 52
Table #114: Mean, Median, Minimum and Maximum spending by colleges in the sample for direct
mail within the past year (in U.S. dollars) 52
Table #115: Mean, Median, Minimum and Maximum spending by colleges in the sample for direct
mail within the past year, broken out by size of the college (in U.S. dollars) 53
Table #116: Mean, Median, Minimum and Maximum spending by colleges in the sample for direct
mail within the past year, broken out by type of college (in U.S. dollars) 53
Table #117: Mean, Median, Minimum and Maximum spending by colleges in the sample for direct
mail within the past year, broken out by carnegie classification (in U.S. dollars) 53
Table #118: Mean, Median, Minimum and Maximum amount colleges in the sample plan to spend on
direct mail campaigns within the next year (in U.S. dollars) 54
Table #119: Mean, Median, Minimum and Maximum amount colleges in the sample plan to spend on
direct mail campaigns within the next year, broken out by size of the college (in U.S.
dollars) 54
Table #120: Mean, Median, Minimum and Maximum amount colleges in the sample plan to spend on
direct mail campaigns within the next year, broken out by type of college
(in U.S. dollars) 54
Table #121: Mean, Median, Minimum and Maximum amount of colleges in the sample plan to spend
on direct mail campaigns within the next year, broken out by carnegie classification
(in U.S. dollars) 55
Table #122: Mean, Median, Minimum and Maximum spending by colleges in the sample on mailing
lists for marketing purposes within the past year (in U.S. dollars) 55
Table #123: Mean, Median, Minimum and Maximum spending by colleges in the sample on mailing
lists for marketing purposes within the past year, broken out by size of the college
(in U.S. dollars) 55
Table #124: Mean, Median, Minimum and Maximum spending by colleges in the sample on mailing
lists for marketing purposes within the past year, broken out by type of college
(in U.S. dollars) 56
Table #125: Mean, Median, Minimum and Maximum spending by colleges in the sample on mailing
lists for marketing purposes within the past year, broken out by carnegie classification
(in U.S. dollars) 56
Table #126: Mean, Median, Minimum and Maximum number of direct mail pieces per year sent out
by colleges in the sample in support of recruitment efforts for all divisions, departments
and schools of the college 57
Table #127: Mean, Median, Minimum and Maximum number of direct mail pieces per year sent out
by colleges in the sample in support of recruitment efforts for all divisions, departments
and schools of the college, broken out by size of the college 57
Table #128: Mean, Median, Minimum and Maximum number of direct mail pieces per year sent out
by colleges in the sample in support of recruitment efforts for all divisions, departments
and schools of the college, broken out by type of college 57
Table #129: Mean, Median, Minimum and Maximum number of direct mail pieces per year sent out
by colleges in the sample in support of recruitment efforts for all divisions, departments
and schools of the college, broken out by carnegie classification 58
Table #130: Percentage of colleges in the sample that formally survey any individuals who
applied to the college, were accepted, but declined to attend 59
Table #131: Percentage of colleges in the sample that formally survey any individuals who
applied to the college, were accepted, but declined to attend, broken out by size of
the college 59
Table #132: Percentage of colleges in the sample that formally survey any individuals who
applied to the college, were accepted, but declined to attend, broken out by type of
college 59
Table #133: Percentage of colleges in the sample that formally survey any individuals who
applied to the college, were accepted, but declined to attend, broken out by carnegie
classification 60
Table #134: Percentage of colleges in the sample that have conducted a formal opinion poll
among high school students or other potential applicants to the college to determine their
opinion of the college 60
Table #135: Percentage of colleges in the sample that have conducted a formal opinion poll
among high school students or other potential applicants to the college to determine their
opinion of the college, broken out by size of the college 60
Table #136: Percentage of colleges in the sample that have conducted a formal opinion poll
among high school students or other potential applicants to the college to determine their
opinion of the college 61
Table #137: Percentage of colleges in the sample that have conducted a formal opinion poll
among high school students or other potential applicants to the college to determine their
opinion of the college, broken out by carnegie classification 61
Table #138: Mean, Median, Minimum and Maximum number of visits to high school guidance
counselors made by the college marketing staff or others involved in college marketing for
colleges in the sample in the past year 62
Table #139: Mean, Median, Minimum and Maximum number of visits to high school guidance
counselors made by the college marketing staff or others involved in college marketing for
colleges in the sample in the past year, broken out by size of the college 62
Table #140: Mean, Median, Minimum and Maximum number of visits to high school guidance
counselors made by the college marketing staff or others involved in college marketing for
colleges in the sample in the past year, broken out by type of college 62
Table #141: Mean, Median, Minimum and Maximum number of visits to high school guidance
counselors made by the college marketing staff or others involved in college marketing for
colleges in the sample in the past year, broken out by carnegie classification 63
Table #142: Mean, Median, Minimum and Maximum spending by colleges in the sample for salaries,
travel and other expenses for representatives to visit guidance counselors within the past
year (in U.S. dollars) 63
Table #143: Mean, Median, Minimum and Maximum spending by colleges in the sample for salaries,
travel and other expenses for representatives to visit guidance counselors within the past
year (in U.S. dollars) 63
Table #144: Mean, Median, Minimum and Maximum spending by colleges in the sample for salaries,
travel and other expenses for representatives to visit guidance counselors within the past
year (in U.S. dollars) 64
Table #145: Mean, Median, Minimum and Maximum spending by colleges in the sample for salaries,
travel and other expenses for representatives to visit guidance counselors within the past
year, broken out by carnegie classification (in U.S. dollars) 64
Table #146: Growth, decline, or consistency of visits to high school guidance counselors by
marketing staff of colleges in the sample over the past two years 64
Table #147: Growth, decline, or consistency of visits to high school guidance counselors by
marketing staff of colleges in the sample over the past two years, broken out by size of
the college 65
Table #148: Growth, decline, or consistency of visits to high school guidance counselors by
marketing staff of colleges in the sample over the past two years, broken out by type of
college 65
Table #149: Growth, decline, or consistency of visits to high school guidance counselors by
marketing staff of colleges in the sample over the past two years, broken out by carnegie
classification 65
Table #150: Percentage of colleges in the sample that have a director of marketing or director
of enrollment growth 66
Table #151: Percentage of colleges in the sample that have a director of marketing growth
of director of enrollment growth, broken out by size of the college 66
Table #152: Percentage of colleges in the sample that have a director of marketing or director
of enrollment growth, broken out by type of college 66
Table #153: Percentage of colleges in the sample that have a director of marketing or director
of enrollment growth, broken out by carnegie classification 67
Table #154: Percentage of colleges in the sample that have separate marketing programs for
individual departments such as adult education, professional schools or summer education 67
Table #155: Percentage of colleges in the sample that have separate marketing programs for
individual departments, broken out by size of the college 67
Table #156: Percentage of colleges in the sample that have separate marketing programs for
individual departments such as adult education, professional schools or summer education,
broken out by type of college 68
Table #157: Percentage of colleges in the sample that have separate marketing programs for
individual departments such as adult education, professional schools or summer education,
broken out by carnegie classification 68
Table #158: Percentage of colleges in the sample that have an overall budget for marketing
68
Table #159: Percentage of colleges in the sample that have an overall budget for marketing,
broken out by size of the college 69
Table #160: Percentage of colleges in the sample that have an overall budget for marketing,
broken out by type of college 69
Table #161: Percentage of colleges in the sample that have an overall budget for marketing,
broken out by carnegie classification 69
Table #162: Percentage of colleges in the sample that pay student expenses for select groups
of particularly desirable students to visit the campus 70
Table #163: Percentage of colleges in the sample that pay student expenses for select groups
of particularly desirable students to visit the campus, broken out by size of the
college 70
Table #164: Percentage of colleges in the sample that pay student expenses for select groups
of particularly desirable students to visit the campus, broken out by type of college 70
Table #165: Percentage of colleges in the sample that pay student expenses for select groups
of particularly desirable students to visit the campus, broken out by carnegie
classification 71
Table #166: Mean, Median, Minimum and Maximum spending by colleges in the sample on sponsored
visits within the past year (in U.S. dollars) 71
Table #167: Mean, Median, Minimum and Maximum spending by colleges in the sample on sponsored
visits within the past year, broken out by size of the college (in U.S. dollars) 71
Table #168: Mean, Median, Minimum and Maximum spending by colleges in the sample on
sponsored visits within the past year, broken out by type of college (in U.S. dollars) 72
Table #169: Mean, Median, Minimum and Maximum spending by colleges in the sample on sponsored
visits within the past year, broken out by carnegie classification (in U.S. dollars) 72
CHARACTERISTICS OF THE SAMPLE
TOTAL STUDENT ENROLLMENTS
Ninety-two colleges participated in the survey. Our sample includes colleges and universities
of all sizes, ranging from 61 students to 51,019 students. The mean number of students enrolled
in the colleges was 6,832; the median number, 2,947. The sample includes participants from 28
two-year college and 64 four-year colleges; 29 Association of Arts colleges, 22 Baccalaureate
colleges, 5 Doctoral colleges, 21 Masters colleges, 4 Religion/theology colleges, and 11
Research colleges.
Following are enrollment figures broken out by size of the college; level of the college,
(two-year or four- year); and Carnegie classification of the college:
The sample is divided into four size groups, according to the number of students enrolled:
Less than 1,000, 1,000-3,000, 3,001-7,500, and 7,501 and above. The mean number of students
in the first (smallest) size group is 385.9; the mean number in the second is 1,685; the mean
number in the third is 4,906; and the mean number in the fourth is 16,931.
In the two-year colleges:, the mean number of students enrolled is 6,618; the minimum, 130; and
the maximum, 51,019. In the four-year colleges: the mean number is 6,925; the minimum , 61;
and the maximum, 39,826.
The sample is also divided into six Carnegie classifications.: Association of Arts,
Baccalaureate, Doctoral, Masters, Religion / Theology, and Research. The mean number of
students from Association of Arts colleges is 6,423; from Baccalaureate-level colleges,
1,681; from Doctoral-level colleges, 8,038; from Masters-level colleges, 6,029; from
Religion/Theology preparatory colleges, 123; from Research colleges, 21,638.
This data is summarized in tabular form on the next page.
Table #1: Mean number of students enrolled (# in thousands)
| | Mean | Median | Minimum | Maximum |
| All Colleges | 6.83 | 2.94 | .6 | 51.01 |
Table #2: Mean number of students enrolled, broken out by size of the college
(# in thousands)
| Size | Mean | Median | Minimum | Maximum |
| Less than 1,000 | .38 | .31 | .6 | .94 |
| 1,000- 3,000 | 1.68 | 1.56 | 1.00 | 2.87 |
| 3,001-7,500 | 4.90 | 5.14 | 3.02 | 7.45 |
| 7,501 and higher | 16.93 | 12.95 | 7.75 | 51.01 |
Table #3: Mean number of students enrolled, broken out by level of the college,
two-year or four-year (# in thousands)
| Level | Mean | Median | Minimum | Maximum |
| 2 year | 6.61 | 3.11 | .13 | 51.01 |
| 4 year | 6.92 | 2.94 | .6 | 39.82 |
Table #4: Mean number of students enrolled, broken out by carnegie classification
of the college ( # in thousands)
| Carnegie Classification | Mean | Median | Minimum | Maximum |
| Association of Arts | 6.42 | 2.32 | .13 | 51.01 |
| Baccalaureate | 1.68 | 1.45 | .47 | 5.25 |
| Doctoral | 8.03 | 10.72 | .17 | 13.75 |
| Masters | 6.02 | 5.30 | .32 | 15.22 |
| Religion/Theology | .12 | .12 | .6 | .17 |
| Research | 21.63 | 18.98 | 7.75 | 39.82 |
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