Marketing the Liberal Arts 2009 COPLAC MEETING 2009 COPLAC MEETING Presenters: Kimberly CroneDenise Richardello Director of Admissions and Enrollment Management Vice President of Enrollment Management Eastern Connecticut State University Massachusetts College of Liberal Arts Lynn GurganusPeg Richmond Director of Admissions Director of Admissions University of Montevallo Keene State College

Assignment How do you define a “public liberal arts” institution ? institution ?

Liberal Arts Liberal Arts Derived from the Latin, “liberales artes” “liberales artes” “that which should be known by a free man” Knowledge that liberates the mind

The concept of a Liberal Arts Education originated in Medieval Europe…

... and consisted of... and consisted of The Trivium Grammar Rhetoric Logic The Quadrivium Geometry Astronomy Arithmetic Music

With the opening of Harvard in 1636, the concept of a liberal arts education came to America.

A liberal arts education teaches students to think critically…

... it provides the foundation on which programs are built …

Washington State Governor Gary Locke Liberal arts study teaches us to ask meaningful questions, encourages us to expand our inspirations, and cultivates the courage to challenge irrational and champion the humane. Washington State Governor Gary Locke

Historically exclusive to the private sector, in 1987 COPLAC embraces the value of “Public Liberals Arts”. Historically exclusive to the private sector, in 1987 COPLAC embraces the value of “Public Liberals Arts”.

COPLAC has identified the following common institutional characteristics : Central mission to promote liberals arts education Separate free-standing identity and accreditation Public governing board that conducts its business in the open and is sensitive to citizen input Moderate size (often fewer than 5,000 FTE’s) Four years of instruction leading to a baccalaureate degree Half or more of its baccalaureate degrees awarded annually in the arts and sciences fields Predominantly undergraduate enrollment (85% or more of the FTE total)

The select public institutions that make up COPLAC are distinguished by: Superior undergraduate studies Cultural and intellectual diversity Small classes and innovative teaching Opportunities for faculty-supervised research Affordable tuition rates Beautiful campuses in rural or small town settings National recognition in publications such as USNWR, Princeton Review, and The Fiske Guide These distinguishing characteristics and qualities are the messages/vocabulary embedded in various ways in COPLAC institutions’ marketing platforms.

Marketing / Admissions Successful Strategies & Best Practices Web sites Printed materials, including view book Common messages/evidence

Messages / Evidence Students engage in partnerships that enhance their education and quality of community Student growth inside and outside of classroom Focus on tradition, discovery, personal growth Preparation for work, service, and life Preparation for today’s world Graduates ready to create change and opportunity Diversity as a core value

Strategies 1.What others are saying about us 2.Audio of student experience learning in real world context such as study abroad, research, opportunities in community 3.Profiles of faculty 4.Videos of admission programs and interview prospective students and parents about what they want on college campus 5.Present academic programs as a whole a)Describing what you can do with a degree in each major b)Alumni profiles/what are our graduates doing? c)Active learning opportunities for each major d)Learning resources for each major

Strategies - continued 6.Evidence of service learning, student leadership, city opportunities, student life, clubs, and residential life 7. a tour guide, meet your tour guide, blog for tour guides – evidence of a personal campus visit

Campus Climate Combination of old and cutting edge Provide historical facts as well as the new and improved Professors who love to teach Provide historical facts about institution Reasons to attend – great academics, great location, affordability, large school opportunities with small school benefits Diversity is a core institutional value

Promoting / Marketing the Distinctiveness Examples of COPLAC Institutions’ Marketing Pieces

“The emphasis on thinking, analyzing, and communicating that is the hallmark of a liberal arts education will develop your ability to adapt to any challenge – and succeed.

Four key concepts serve as the pillars of Farmington’s redefined liberal arts curriculum: Independence, Hands-on Experience, Integration, and Social Responsibility.

The joys of liberal arts learning extend beyond the classroom and are limited only by your own creativity, enthusiasm, and intellectual curiosity. We encourage you – and all our students – to seek challenges, seize opportunities, and become doers as well as thinkers.

The Liberal Studies Program provides every student with a broad intellectual foundation, while in-depth study through the University’s diverse undergraduate degree programs will prepare your student for professional adaptability and a world of opportunity.

How you defined public liberal arts… Common messages ? Common themes ? Common vocabulary ?

Next Steps and Discussion ? Examples of best practices in promoting public liberal arts ?

Thank You !