Ms Ella Fox 5 May 6th, 1974.

We have followed the above pattern in advertising since
late 1971 and we will continue to do this relatively extensive advertising
even though we recognise that a major key to attitudinal change remains
somewhere in the area of personal contact that must somehow establish a
line of credibility and trust.

Our most effective promotional efforts today involve the
time release of faculty members to work as programmers in the community.

In effect, each discipline and interest area within the
College is encouraged to select persons skilled in community relations to
literally act as ambassadors for the College. Our programmers are charged
with the responsibility of identifying community needs and meet with
individuals and groups, in an effort to break down some of the barriers that
we have identified in the past.

However, our ultimate success depends almost exclusively
on what we call "classroom accountability" and, of course, this "accountability"
takes an abundance of time to establish.

When the registered student somehow feels that he, or she,
has been dealt with fairly and when the student has the chance to reach his,
or her, stated objective then, and only then, does our advertising become
meaningful. It is "after the fact" when satisfied students begin to say:-
"Yes, it was a good course in music" (or what have you), that attitudinal
barriers about education begin to erode, and people begin to believe what
they read.

 

When the verbiage used to promote the relative ease of adult
re-entry has been confirmed by personal experience, we find that potential
students begin to actually seek out information about a specific course or
program.

It is a known fact in the media, that people rarely look
through the paper for specific advertising unless they have been motivated
to do so in an attempt to fill a specific need.

The theatre page is a good example.

When someone is bored, or whatever, and says:- "Let us go
to the show this Friday", they turn to the theatre page to select the show
that is the most appealing.

However, in the case of an educational institution, people
do not generally say:- "Let us become educated next week" and thus turn
to the appropriate page to select the institution and/or course of his,
or her, choicd!.

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