Marketing continuing education: a staff process

State institutions of higher education are continually challenged to efficiently and effectively maximize every dollar spent. One means of realizing this goal is the development of an overall strategy to improve the marketing of continuing education programs. Because limited funds precluded hiring an individual to oversee marketing activities, one continuing education operation formed a steering committee of interested staff members to coordinate and expand its marketing efforts. This paper describes the evolution of staff involvement in an ongoing marketing process at a multidisciplinary center for continuing education and identifies some of the benefits of that involvement.