Marketing to the Campus Crowd: Everything You Need to Know Capture the $200 Billion College Market

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This publication is designed to provide accurate and authoritative informationin regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other profes-sional service. If legal advice or other expert assistance is required, the servicesof a competent professional person should be sought. Vice President and Publisher: Cynthia A. Zigmund Acquisitions Editor: Michael CunninghamSenior Managing Editor: Jack KiburzInterior Design: Lucy JenkinsCover Design: Design SolutionsTypesetting: the dotted i© 2004 by David A. MorrisonPublished by Dearborn Trade Publishing A Kaplan Professional Company All rights reserved. The text of this publication, or any part thereof, may not be reproduced in any manner whatsoever without written permission from thepublisher.Printed in the United States of America0405060710987654321

Library of Congress Cataloging-in-Publication Data

Morrison, David A. (David Ashley)Marketing to the campus crowd : everything you need to know to capturethe $200 billion college market / by David A. Morrison.p.cm.Includes bibliographical references and index.ISBN 0-7931-8600-5 (6x9 hardcover)1.Universities and colleges—United States—Marketing.I.Title.LB2342.82.M67 2004378.1

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06—dc222004001493Dearborn Trade books are available at special quantity discounts to use for salespromotions, employee premiums, or educational purposes. Please call our Spe-cial Sales Department to order or for more information at 800-245-2665, e-mailtrade@dearborn.com, or write to Dearborn Trade Publishing, 30 South WackerDrive, Suite 2500, Chicago, IL 60606-7481.

DEDICATION

This book is dedicated to my wife, Nina, who has been a source of indescribable inspiration, patience, and joy. My gratitude also extends tomy parents and grandparents for sharing their entrepreneurial spirit and chutzpah, both of which are deeply rooted in the family tree. Kudosto Kat for her encouragement and for being one cool lady. Eternal grat-itude to my literary agent, Danielle Egan-Miller at Browne & Miller Lit-erary Associates, and publisher, Michael Cunningham at DearbornTrade Publishing, for their respective guidance as well as boundless en-thusiasm regarding this project.Last, I find it difficult to adequately express my appreciation to allof my clients over the years who not only encouraged my writing thisbook but also candidly shared their own nonproprietary experiences tobring its topic to life. Their individual insights and collective efforts haveadded immeasurably to the value contained within the following pages.I am blessed to work in a profession that provides exposure to such a di- verse, fun-loving talent pool. It has been a joy, an honor, and a pleasurecollaborating with all of you.

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