Its Web strategy, talented staff and dedicated customer care have made Washington State University's in-plant one of the country's most successful.

By Mike Llewellyn

"We held a major open house back in 2000," says Rigby. While it was a success, he says the in-plant just wasn't in a position to put together another big show.

"So in 2002, we followed that up with a customer appreciation day," he says. "This was just a scaled-down version."

But while an open house can be a valuable marketing tool, Rigby says it's often easier and more effective to pay attention to other open houses on campus.