This report is based on detailed interviews with 55 America colleges, a list of which appears at the end of this description. The report presents hard data on use of and spending on a broad range of promotional vehicles including direct mail, web ads and website sponsorships, email broadcasts, blog monitoring, search engine placement enhancement, newspaper and magazine ads, billboards, television and radio advertising, website development and other forms of advertising.
The study also presents findings on use of and spending by colleges on marketing consultants such as market research agencies, public relations firms and advertising agencies, among others. In addition, the report explores the management and organziation of the colleges\' branding and promotional efforts, exploring the degree of centralization and other issues in the management of the college marketing effort.