Peterson's presidents deans Page 22
22
Word of mouth
36.05%
20.60%
51.50%
Just reading about it
5.25%
7.10%
3.40%
Past experience
19.00%
21.00%
17.00%
Magazines and journals
5.00%
7.00%
3.00%
Not using anything at this time
17.00%
10.00%
24.00%
Workshops
13.50%
10.00%
17.00%
9. How do you measure the success of your marketing programs from year to year?
Total
President
Dean
Increased number of inquiries for our program
71.90%
78.00%
65.80%
We survey applicants and ask where they heard about us
29.70%
21.30%
38.10%
Increased number of inquiries from targeted groups
18.75%
24.10%
13.40%
increased hits from Web sites
3.50%
3.60%
3.40%
We don't do enough to measure effectiveness
8.75%
10.60%
6.90%
Retention
3.00%
3.00%
3.00%
