ACTION's 1991-92 VISTA Marketing Campaign: An Analysis

During the 1989 VISTA Reauthorization Hearings, Congress expressed interest in raising the proportion of VISTA volunteers with college degrees. As part of this effort, ACTION endeavored to make college students more aware of the VISTA program and increase applications from college campuses through a targeted marketing campaign. This campaign took place during the 1991-1992 school year. A contract was awarded to study the effectiveness of the marketing campaign. The purpose of this report is to analyze data from that contract. [22 pages]