Start Submission Become a Reviewer

Reading: To Print or Not to Print: An Investigation of Print Marketing Preference and Use in the Camp...

Download

A- A+
Alt. Display

Reports on Innovations and Best Practice

To Print or Not to Print: An Investigation of Print Marketing Preference and Use in the Campus Community

Authors:

Sam Leif ,

University of Nevada, Las Vegas, US
About Sam
Sam Leif (ORCID 0000-0002-3086-7321) is the assistant director of Summer Term at the University of Nevada, Las Vegas. Th ey are currently working on completing their PhD in education with a specialization in interaction and media sciences. Th ey hold a master’s degree in library and information science from San Jose State University and two bachelor’s degrees in social work and counseling from the University of Nevada, Las Vegas.
X close

Danielle Head

University of Nevada, Las Vegas, US
About Danielle
Danielle Head (ORCID 0000-0002-5030-1659) works in the offi ce of Summer Term at the University of Nevada, Las Vegas. She is a PhD student in the Interaction and Media Sciences program in the Teaching and Learning Department at the University of Nevada, Las Vegas. She received her MEd in curriculum and instruction (educational technology) and her BA in secondary education (mathematics) from the University of Nevada, Las Vegas
X close

Abstract

Th e 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. Th e authors investigated the communication preferences of students, faculty, and staff at a diverse, public university. In addition, they surveyed the primary use and eff ectiveness of a printed schedule. Th eir fi ndings indicate that most students use the printed Summer Term schedule to check the session calendar, dates, deadlines, and policies. Th ey 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. Th e 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 fi ndings may not be generalizable to all summer term programs, they indicate that the conversation regarding print marketing is perhaps one that should be revisited.
How to Cite: Leif, S., & Head, D. (2022). To Print or Not to Print: An Investigation of Print Marketing Preference and Use in the Campus Community. Summer Academe: A Journal of Higher Education, 15(1). DOI: http://doi.org/10.25894/sa.128
6
Views
2
Downloads
Published on 12 Sep 2022.

Downloads

  • PDF (EN)

    comments powered by Disqus