DMA to launch higher education unit

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The Direct Marketing Association will launch a new arm next month to promote marketing efforts at colleges and universities, and to set standards.

The DMA said it will launch the Education Marketing Council with an October 12 town hall meeting, during the 2010 version of its annual conference. 

The nonprofit's goal is to provide resources for members and set a code of ethics.

Membership will be open to employees of licensed or accredited post-secondary schools and the marketing companies that work with them. Steve Isaac, CEO of marketing agency EducationDynamics, will serve as the chairman of the council, whose founding members include Datamark, CUNet and XL Education.

 “Access to higher education is critical to the future success of the American economy as it demands a more educated workforce,” said Isaac, in a statement. “The Education Marketing Council was created to identify and advocate marketing practices in post-secondary education that are in the best interest of students and the institutions that serve them.” 

The council will offer benchmarks and resources, including a best-practices code, an online forum, research and a directory of service providers for interested schools. It will set up five working committees for marketing, organizing, membership, best practice and education.

A DMA representative could not be immediately reached for comment.

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