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100			_e _e _aRico, Jimmy T. _d _b4 _u _c0 _q16
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245		0	_a _aPromotional strategies utilized by La Consolacion College and the College of the Holy Spirit / _d _b _n _cJimmy T. Rico, Jr. _h6 _p
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300			_e _e _c28 cm. _a240 pages _b
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500			_a _aThesis (M.A.) -- Pamantasan ng Lungsod ng Maynila, 1991.;A thesis submitted in the Graduate School of Arts, Sciences, Education and Nursing in partial fulfillment of the requirements for the degree of Master of Arts in Mass Communication. _d _b _c56
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520			_b _b _c _aABSTRACT: STATEMENT OF THE PROBLEM: The major problem of the study is to determine how each college makes use of promotional strategies as an adjunct to its marketing operations. Specifically, it seeks to answer the following questions: 1. Who are involved in the formulation and implementation of promotional strategies? 2. What are the Areas of Concern the College takes into consideration in designing the promotional strategies? 3. What promotional strategies do La Consolacion College and College of the Holy Spirit utilized? 3.1 What promotional strategies can be considered the most effective or the least effective? 4. How do the Colleges monitor or evaluate the effectiveness or non-effectiveness of their promotional strategies? PROCEDURE: The descriptive - analytical method was used in this study. Likewise, it employed the use of the structured interview as the main instrument for data - gathering. Using this method, the participants were selected based on specific criteria. However, the researcher included some basic parameters as essential considerations in the study. the researcher involved the entire personnel of the Guidance Office of La Consolacion, including the head of the Research Development Office (RDO) and the Registrar's Office. The same procedure was used in the College of the Holy Spirit. The entire personnel of the Guidance Office and the head of Registrar's Office underwent the interview. These are the people who are involved in designing and implementing the promotional strategies for recruitment of their respective schools. TREATMENT OF DATA: Specifically, using this method of research, the researcher described and interpreted the varied promotional strategies utilized by the colleges. Also, he analyzed the different factors or causes that might have influenced the effectiveness or non-effectiveness of the promotional strategies. Corollary to this, the researcher has employed a historical design of Research. He traced the beginnings and developments of promotional strategies in both schools; particularly, in the area of recruitment. Likewise, he has provided the list of enrollments from school year 1984 to the present to establish certain relationships between promotion and increase or decrease in enrollments, this was through computation of percentages and ratio-analysis. FINDINGS: 1. In planning the promotional strategies, the guidance coordinators and counselors plot the various activities pertaining to recruitment of enrollees. Faculty members and student representatives serve as the support personnel in implementing the promotional strategies together with the guidance coordinator and counselors. 2. In designing the promotional strategies, the college takes into consideration the objectives of the promotional efforts, promotional strategies/ activities, mechanics for evaluation, time frame, budget allocation, personnel involved, communication facilities, as well as the specific target markets. 3. Both La Consolacion College and the College of the Holy Spirit employ promotional strategies such as sending letters to different schools, school visitation, conducting career talks/ orientations to different target schools, inviting guidance counselors, class advisers, parents and students to inform them of the institution's educational program and to see for themselves the facilities and services which the school can offer. Likewise, different school publications like brochures, prospectuses, leaflets and poster are used to reinforce the promotional messages. However, La Consolacion College utilizes streamers and newspaper advertisements as additional promotional strategies. 3.1 Both schools have agreed that career talks/ orientations which are highlighted by slide presentation is the most effective among the promotional strategies. The least effective, for La Consolacion College are newspaper advertisements. On the other hand, the college of the Holy Spirit perceived that inviting guidance counselors, class advisers and secondary students to visit the institutions is the least effective. 4. The schools evaluate the effectiveness and non-effectiveness of promotional strategies in terms of personal interviews, observations, open forums/ discussions. Also, they relate them to the increase or decrease in enrollment by preparing the report on the number of students admitted from the target schools. CONCLUSIONS: 1. Promotional strategies have a direct impact on enrollment. 2. The personnel involved in the promotional efforts of the school possess the necessary skills, training and education to facilitate an effective and efficient flow of their recruitment services. 3. Adequate planning, proper implementation and the use of mechanics for evaluation are being considered in plotting the promotional strategies for recruitment of enrollees. 4. Among the three areas involved in the promotion (planning implementation and evaluation), the main weakness of the schools is the evaluation area since no specific / formal instruments are used to monitor the effectiveness and non-effectiveness of the promotional activities. 5. The success of promotional strategies depends largely on the collective efforts of the various sectors of an institution such as guidance personnel, administration, faculty, support groups, and students. Likewise, the availability of both human and material resources is imperative to ensure the success of the promotional endeavors. RECOMMENDATIONS: 1. If school administration decides to increase its number of enrollees, one factor to consider is to increase its cost of advertising or intensify the promotion. 2. Workshops and seminars on advertising/ promotions, if viable must be provided for personnel involved in the promotional activities of the school in order to upgrade their knowledge and expertise. These activities will likewise update their training to help them become more effective and maximize their efficiency. 3. Creating a core group of specially trained personnel (guidance staff, alumni, faculty members, support staff and students) to handle the promotional strategies of the school and to ensure that a reserve and always ready personnel can be tapped in times of promotional needs. Likewise, the evaluation of promotional strategies in terms of effectiveness and non-effectiveness must be emphasized. 4. The educational institutions should promulgate a more elaborate formal organization. _u
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