The wonderful world of college brochures

<p>T’is the season of the college brochure - and this article certainly gets into the spirit of the wonderful, technicolor world of college admissions and enrollment management:</p>

<p>"Somehow, word got out that my daughter is planning to attend college in a few years, and lately hundreds of full-color brochures touting the charms of various institutions of higher learning have begun pouring through our mail slot at home. Here are the top ten things I’ve learned about U.S. colleges from grabbing a random handful off the hall floor.</p>

<li>They are all located in New England in the fall.</li>
</ol>

<p>That includes colleges in New Mexico and above the Arctic Circle, where hundreds of multicolored deciduous trees are shipped by FedEx during this yearlong season.</p>

<li>At least one neo-Georgian building, glimpsed through heavy vegetation, dominates the campus.</li>
</ol>

<p>Since photographers have to stake these babies out, spending days lurking in the bushes waiting for one to sail on by, branches and leaves are often in the frame. Sometimes, satellite surveillance images are used, and a building or two of this description may be seen poking up among autumnally correct trees. Interiors feature the dining hall from Hogwarts and the library from Cambridge. All other buildings are modern inside, however, and include cavernous clerestory-windowed recreation centers; science labs with complex mazes of tubes, wires, and banks of important-looking equipment; and computer labs with rank upon rank of the latest model desktops. All classrooms are about the size of the average mudroom and seat no more than ten.</p>

<li>Small groups of students composed of at least one Asian, one African American, one Caucasian, and one of indeterminate ethnicity roam the campus frolicking on the grass, playing Frisbee, or eating lunch together.</li>
</ol>

<p>Although groupings of various nationalities, cultures, and ethnicities are usually seen in such high concentrations only at international food festivals, students on these campuses are rigorously multiethnic, multicultural, and multinational.</p>

<li>Their campuses are all conveniently situated at the center of something and are within a short distance of at least one other major or quaint thing.</li>
</ol>

<p>Three-dimensional arrows like those from major airline hubs radiate from campus into the stratosphere above and point to such places as Paris or Istanbul, where the college has a sister institution. Meanwhile, right next door is either New York City or a lovely little town used as the alternate-set for Gilmore Girls.</p>

<li>Their faculty members use extravagant hand gestures.</li>
</ol>

<p>Photographers must often interrupt classes in American Sign Language to capture these images. Or maybe the profs are conducting groups of music students who have forgotten their instruments.</p>

<li>Judging by the facial expressions of the students in classes, lectures are either riveting or hilarious.</li>
</ol>

<p>Compared with the students in average college classes, who may be found sleeping or doing other assignments, students in these classes are reacting as if the professor was either bursting into flames or doing Robin Williams doing Jim Carrey doing Jerry Lewis.</p>

<li>Other small groups of students around campus may typically be seen staring at some item that a faculty member is holding up in front of them.</li>
</ol>

<p>It may be a microscope slide, a smoldering test tube, a stuffed armadillo, or a ping-pong ball, but it holds some mesmerizing control over all of them. Variation: three or four people are staring at a computer screen while the professor-like the old comic-book character Mandrake the Magician-has frozen everyone with a hypnotic gesture.</p>

<p>8, None charge tuition, or if they do, it is surprisingly affordable, and there is a great deal of financial aid to be had for those who qualify.</p>

<p>The registrar keeps all financial information on file and will be happy to give exact figures upon subpoena by the proper authorities. Scholarship award amounts will be determined the week before classes, when bids for all other colleges have expired.</p>

<p>Note: Financial terminology is often specialized at these academic institutions where, unlike at banks, the word “aid” is used to mean “loan.”</p>

<li>These schools have close to a thousand major areas, many of which are interdisciplinary.</li>
</ol>

<p>Want to major in history or English? How unimaginative of you when you could get a degree in synchronized swimming studies, waterless cookware of the ancients, Klingon mating customs, or Botox body sculpture. All fiefdoms and separate turf areas on campus work together in complete harmony in melding the coursework into a satisfying and complete credential-granting experience.</p>

<li>They are in the top ranks of something.</li>
</ol>

<p>Whether it’s for “Most Variegation of Fall Vegetation” (see above), “Highest Number of Underground Passageways for a School in the Snow Belt,” or “National Leader in Use of Macaroni Products in Food Service,” all have claims of distinction. Students seeking “Best Kegger Party School” had best look elsewhere.</p>

<p>I think you can see from the above examples that picking a college from these brochures, given all their superlatives and special attributes, can be a challenge for aspiring college students and their parents. Applying the tried-and-true system used by many of these fine colleges themselves in the admissions process may help: simply throw the brochures down a flight of stairs and pick those that fly the farthest."</p>

<p><a href=“http://www.findarticles.com/p/articles/mi_qa3860/is_200307/ai_n9261675[/url]”>http://www.findarticles.com/p/articles/mi_qa3860/is_200307/ai_n9261675</a></p>

<p>OMG!! This made my day!</p>

<p>That is cleverly written. So, I am wondering the inverse....what the adcoms would say along these lines of the thousands of application files they weed through!</p>

<p>Something along the lines that all applicants have had a life-changing event that has left them determined to do what they can to make the world a better place, and that XXX college is the perfect place to begin the journey. </p>

<p>Even if the life-changing event was a trip to Disney World when they were in middle school.</p>

<p>Talk about indeterminate ethnicity, how about the fellow on the left:
<a href="http://www.physics.brown.edu/undergrad/%5B/url%5D"&gt;http://www.physics.brown.edu/undergrad/&lt;/a&gt;&lt;/p>

<p>Suzie and lderochi-<br>
And after those life altering experiences that lead them into pledging their gifts to making the world a better place, they go off on a four year drug/alcohol binge (according to recent threads re campus alcohol abuse).</p>

<p>Brilliant. The only exceptions I can think of are all from technical schools. This year's best, most-targeted brochure was from Rose-Hulman Institute, which featured a cover with two kids (OK, one girl, one boy, but you have to allow them some cliches) playing with Legos. They know the nerds who are their target audience: unlmited references to designing, building, analyzing and understanding, and not a single reference to a "diverse multicultural experience." My son pointed out to me that the entire 32-page (or 36? or 40?) book didn't contain a single instance of the word "diversity." Like I said, they understand that their core customer wouldn't know "diverse" if it hit him (or her -- see how diverse I am?) in the forehead like a long-dead mackerel.</p>

<p>(I have nothing against diversity. I simply find it strange that this has somehow become a more-frequently-mentioned selling point that the content of classwork.)</p>

<p>My son says that each college claims it is unique - in the very same way that every other college claims it is unique. He began to wonder if the colleges didn't collaborate to mass produce brochures with a mail merge program.</p>

<p>I'm glad Rick mentioned the Rose-Hulman brochure. It was, by far, the most fun one that arrived here. The folks at Rose have a sense of humor and a humility which results in a brochure which is enjoyable to read. Furthermore, we found Rose's brochure to accurately represent the faculty, administration and students on campus. Nerdy, yes. But also humble, interesting, and helpful. I wonder, though, if they recruited a woman from Indiana State University, which is right down the road, to pose for the cover. Women are in short supply on Rose's campus.</p>

<p>Talking about brochures and Rose, high school juniors who are interested in engineering might want to call Rose and ask for the Operation Catapult brochure. It's hilarious and the program, I hear, is excellent.</p>

<p>You forgot to mention the five pages of photos of athletes and athletic events and then the 1"X1" photo of the orchestra...</p>

<p>Does anybody remember the brochure Vassar sent out a couple of years ago that featured the dogs that frequent their campus? It was fabulous - and probably the only college mail piece I read!</p>

<p>The brochure thing won't ever change. When I was finishing up at law school and going through interview season, ALL of the law firm brochures were eerily familiar to college brochures. One of my African-American friends had a game she called "Find the Black Person" -- because you knew he/she was in that brochure somewhere, even for a 400+ lawyer firm that might have only one black associate. Some firms that didn't have any non-white attorneys still seemed to have photos of smiling, young professionals of all races and ethnicities -- we never could figure out where they came from.</p>

<p>
[quote]
Does anybody remember the brochure Vassar sent out a couple of years ago that featured the dogs that frequent their campus? It was fabulous - and probably the only college mail piece I read!

[/quote]
</p>

<p>Several of Hampden-Sydney's mailings this past year had an odd obsession with the campus' cats and dogs. They were quite strange.</p>

<p>
[quote]
we found Rose's brochure to accurately represent the faculty, administration and students on campus. Nerdy, yes. But also humble, interesting, and helpful.

[/quote]
</p>

<p>My Boy Scout/engineer son read it and said, "these are my people."</p>

<p>Weenie, that 1x1 of the orchestra was very likely Rose's attempt at honesty. When we visited the college, the tour guide told us all the drama club productions were comedies, whether or not the author wrote them as such - and she had been in some herself. I recall she said something somewhat similar about the orchestra, but don't remember exactly what it was. She didn't seem to make either remark to disparage the organizations, just to be honest in a pleasant, refreshing manner.</p>

<p>Rose is a Division III school, so we're not talking Big Ten athletics, but most of the students with whom we talked participated in some sort of athletics. I imagine that's why so many pages were devoted to athletics.</p>

<p>^ While no doubt true about Rose, I was referring to college viewbooks generically. :)</p>

<p>I dunno. I just looked at the R-H website, and as far as I can tell from that the school's population is about 60% female and evenly divided among Whites, Blacks, Hispanics, Asians, and Indeterminate-But-Very-Attractives. It's just a short trip to Indianapolis or Chicago!</p>

<p>(Seriously, I know an engineering-nerd kid who graduated from R-H two years ago and loved loved loved it. He even met a girl there. And got a job afterwards as a designer on a NASCAR team, which was pretty much his dream.)</p>

<p>Sometimes the brochures can be sources of unintentional humor. My daughter's favorite was a giant glossy fold-out piece from the University of Connecticut. Of course, it was trumpeting it's substantial commitment to and reputation for academic excellence. But it also wanted to make certain no one forgot that it had the #1 Men's and Women's Basketball Teams in the country. So all the stuff about academic excellence was printed next to a gigantic vertical photo of the school mascot at a basketball game. Nothing says "academic excellence" like a kid wearing a big white dog suit!</p>

<p>My daughter's biggest chuckle came when Vanderbilt sent her a brochure two years in a row. They were identical, including the placement of each picture: Asian student picture, Af Am student picture, multiracial frisbee on the quad photo, etc. However, each picture in the second year had a different "Asian student" or "Af Am student" or grouping of Latina, Af Am, and Asian students in the frisbee on the quad photo. </p>

<p>She had both brochures opened side by side for a stark display of collegiate marketing.</p>

<p>The one that stuck out to me was Caltech's. Three students sitting on the stairs of the front of a building. Each student was sitting alone reading a book and eating their lunch...alone...quietly...with textbooks....</p>

<p>RPI and Caltech are both at least 50% women according to their brochures. :)</p>

<p>sax,
isn't Caltech the place where they PAY students to go out on Saturday night, preferably with a date? (Smile)</p>