Examining the Effectiveness of Marketing Practices of a Nonprofit Institution of Higher Education: Internal Service Provider

Abstract - Quality education is the sum of Institutions of Higher Education’s (IHE) parts, including classroom instruction and internal services, that are key to a student’s success during and after college. The purpose of this study is to address an understudied sector in the nonprofit marketing literature (i.e., Institutions of Higher Education internal service providers). The current study extends Dakouan et al. (2019) work by examining the marketing efforts of an IHE’s career services center’s effectiveness in creating awareness and increasing attendance at career events. The study focuses on outbound marketing strategies addressing the research question “to what extent are outbound marketing strategies successful in creating awareness and increasing attendance at IHE’s career fairs?” Data were collected over three academic years through an intercept survey provided at career fairs and through a database of social media and digital marketing analytics at a medium-sized university located in the Southeastern United States. Frequency analyses were used to determine the effectiveness of marketing strategies in bringing awareness and increasing attendance to IHE career fairs. Further, attendance data were compared between results of frequency analyses of outbound marketing strategies. The findings revealed that only two effective forms of outbound communications used by the subject IHE’s career center were personal selling by faculty and email blast. Findings also revealed that social and internet marketing strategies used by the subject IHE career center were not effective. The results have implications as to a need for continual marketing research of trends in marketing best practices. The findings demonstrated the need for adding inbound marketing strategies(Dakouan et al., 2019) and hiring and/or training staff in marketing research, social media, and internet marketing skills. From the study’s findings, it was concluded that Filip’s(2012) study was supported. Thus, to create awareness and increase attendance at events provided by an IHE’s internal services providers, strategically applied marketing best practices are necessary