f riday, oct. 4, 1991
cabrini college, radnor, pa 19087
vol. xxxviii, no. 5
Colleges struggle to get the most out of advertisingdollars
•s Mansion
by Belinda Desher
staff writer
byRita S. Cellwci _ Expensive advertising costs have forced Cabrini College's marketing strategiesto get the most out of every dollar. This is at a time when Cabrini Old~fasb.ionedleadpaneledwindows is spending only $7,700 to advertise in The and a screendOOr weadalitagN in the Inquirer while the comparably-sized Beaver MaaAionsometimelab,. ..... Moll-College spent $150,000. day ••• 30andearly momiag:~ The advertising plan is "to keep the name day.,Oct.1~--~ [Cabrini College] out there" while the marl'fJ{JQd. keting strategy is "to keep your head above lblllnNping~•• balbR>water," said Midge Leahy, dean of continukm llasB ad 1tldnot ing edtJcation. polbwas-.0~1&'_,.#le
newseditvr
called....,.
The two ideas do not always coincide. Institutional printing centralizes the budgets for the departments of Admissions, Continuing Education, Graduate Studies and COMP (Cabrini Organizational Management Program). The publicity investment for August cost nearly $25,000 to keep the name of Cabrini College fresh in prospective students' memories. When compared to the spending capacities of other colleges and universities having hundreds of thousands of dollars at their disposal, Cabrini is striving to compete, according to Nancy Gardner, director of admissions. Villanova has had to make a 7 percent increase in their advertising expenditures due to an increase in print and radio costs.
The budget jumped from $94,000 last year to the present $100,000 - $104,000. Several of the different divisions of the university which handle their own publicity, have cut back with minor budget slashings, according to Clem Lachowicz, Villanova's advertising representative. St. Joseph's University is currently managing $200,000 in advertising expenditures. The bulk of the expense is incorporated into the print and radio publicity. Other costs include the annual report and alumni newsletters. The Continuing Education Department of Bryn Mawr College maintains a steady see MARKET, pg. 9
scene. '"Miscbieff)iptis..,earty ...Ri~ K:raDe. diroctol'of securityand safoty,said. The damage was found« ..... ro sevennae.day~ the~ sideof the Mansion localed by the busi• De$$ office. A~ to Kralle, Cabrini it waslhoupttobea.~--.. The po)ic:e-nportstates' that - bei,itt and location of the llrdten.wiltdows
Advertising expendttures of surrounding areacolleges
~
percentage+/-
1990
~
~
rva
~-
rva
1991budgetat this timehad not been determinedbecause the finance committeewas waiting for the final enrolhnent projections.ThePublicRe1ationsofficeis workingon a tentative budgeton the premisethattheirbudgetwill be the sameamount asin 1990.
'41tteuMIII•
$'94,(XX)
Budget n:reaseddue to intlatioo:Each officemantainstheirown
$100,(XX)
found
separatebudget This figmerepresentsthe combinedcost of their advertisingspending.
The
N St Joseph's $200,(XX)
$200,(XX)
+l-1%
Marlcetingincludesbothdirectand indirectadvertising.Direct advertisingis printand radiopublicity. Other costs are incorporatedinto indirectadvertising,which includesalumni newslettersand annualreports.
BrynMawr $30,(XX)
$30,(XX)
+l-1%
Thedepartmentof continuingeducationis the major advertiser. Thefigmedoes oot representa majorincrease.
WYBF celebrates FM radio status
Seniors Dan Francis, Curt Laudenberger,Frank Bressi and Joe Martini, Cabrini's own Flynap, was one of three bands that performedat the WYBF WelcomeBack Bash in thegym on Friday,Sept.27. Approximately400people were in attendence,376 people paid to attend the event. The event also hosted two other bands, Cave Conumand NapalmSunday. photo by LOITBineMane uu
What's Happening Oct. 4 to Oct. 11 Friday
Saturday f/1
noon Cross Country at Phila. Bible
f/111 Gm· 2:15 am TAXI 71-8415
t/1
1 pm Soccer at Shenandoah f/1 11 pm• 2:15 am TAXI 971-8415
Sunday To have your events COVll'ed in WHAT'S HAPPENING, contatct Ka-en Kerchusky in the newsroom, exlension 8412.
PARENTS WEEK·ND seepg4 ..
more coverage in UPDATES!
Monday
Tuesday
f/1 7 pm Voll:zball
f/1 1 pm
at Gwynedd-
ercy
SGA social activities meeting f/1 4 pm Reid hockey at Widener tJf 10 pm Intramural volleyball
Wednesday t/1 3:30
pm Soccer at Widener fll 7 pm Volleyball at Ursinus
Thursday f/1 3 :30 pm Field hockey vs. Cheyney
Friday f/1 4 pm Field hockey vs.
t/f 7 pm Volleyball at
Penn State Ogontz
Bryn Mawr
f/111 pm-2:15amTAXI 971-8415