| Abstrakt: |
The current trend of increasing return on investment by phasing out print marketing campaigns in favor of digital and social media-based marketing may not be appropriate for all campus communities or stakeholders. The authors investigated the communication preferences of students, faculty, and staff at a diverse, public university. In addition, they surveyed the primary use and effectiveness of a printed schedule. Their findings indicate that most students use the printed Summer Term schedule to check the session calendar, dates, deadlines, and policies. They also compared printed schedule use among new and returning students. In stark contrast to the students surveyed, faculty and staff were found to use the printed schedule to obtain general campus information. The printed schedule, both mailed directly and available for pick-up on campus, was preferred as a method of communication at a level on par with social media. While these findings may not be generalizable to all summer term programs, they indicate that the conversation regarding print marketing is perhaps one that should be revisited. [ABSTRACT FROM AUTHOR] |
