College graduates are used to hearing from their alma maters with requests about donations and to cheer on the school athletic teams. But lately, alumni from a growing number of institutions are hearing the sounds of alumni offices retooling themselves to offer an unprecedented array of services and programs.
This morning I was re-reading this issue's Money Matters column on endowed scholarships. In discussing the sometimes restrictive criteria these awards carry, Kathy Kurz illustrates one of her favorite examples. The award "required potential candidates to submit an essay about what their Italian heritage meant to them," Kurz writes.
It seems like a geological age ago when admissions officers considered themselves educators first and foremost, with a penchant for interacting on a personal basis with adolescents, their parents, and professional counselors in the high schools.
It took one determined program director, two tries, three years, and much collective brainpower—but at Chatham University in Pittsburgh, today's interior architecture program students can earn a bachelor degree in three years rather than four.
It's hard to believe that it's been 10 years since brand marketing first swept higher education. During that time we have seen countless colleges and universities launch and develop brand strategies. And based on the number of RFPs in play, it appears that the interest in brand marketing will likely not diminish any time soon.
The financial pressures on institutions and the scrutiny on spending continue. But campus administrative offices also continue to find new ways to change their practices for the better.
In 2006, Northeastern University enrolled students from 42 countries, representing 4 percent of the freshman class. By 2009, the university had increased those numbers to 61 countries and 11 percent, along the way adding 932 new high schools sending students to Boston.
The 1798 poem "Rime of the Ancient Mariner" by Samuel Taylor Coleridge states, "Water, water everywhere / Nor any drop to drink."
Mark Edlen, a Portland developer and businessman with Gerding Edlen, sees the commitment to sustainability as both a political movement and a business strategy, as noted in an April 14, 2010 article in The Oregonian. In explaining his new business approach, Edlen said, "The big thing for my generation was Vietnam and civil rights.
To be or not to be? A college on the East Coast uses "The Place to Be!" as its tagline. And why not? Everyone has to be somewhere. But unless the school wishes to target modern-day Hamlets who haven't decided whether to be or not, it has zero impact.
Business-to-consumer marketers have become increasingly adept at identifying various demographic segments with specialized interests: moms who blog, people who like to cruise, upscale married couples with children, environmentally minded homeowners, etc., etc.