Small Colleges Creating New Marketing Plans

By Dr. Marciene Mattleman

PHILADELPHIA (CBS) - An article in The Chronicle of Higher Education describes strategies small colleges have devised to survive low enrollments in the aftermath of the recession.

Wilson college, in Pennsylvania, experienced a drop from 700 to 300 students. Two years ago, the college started admitting men, cutting $5,000 off tuition, adding more non-traditional programs, and promising students who finish in four years to buy back $10,000 of student loans.

In 2019 the school must begin making million dollar payments annually to finance a new science building and raise enrollment to 1500 students. The clock is ticking.

In 2009, Centenary College of Louisiana had a big deficit, was spending its endowment and made layoffs. But a new approach was developed - taking the entire freshmen class - 126 students - as part of an advertised "immersion trip" to Paris. Students earn four credits and choose from a variety of classes - business, literature, sustainability among them.

There will be another trip next year and enrollment for the fall is up 29%. Marketing has paid off!