COLUMN: CMU needs to market itself better
Approaching the modest hills and fresh air of Mount Pleasant and Central Michigan University, new students have little to expect.
We know this is a renowned institution and that it sits in a small but peaceful town, but little from the school itself pulls us into awareness. One of the largest universities in America, CMU has a proud reputation in a variety of disciplines.
Its athletic program is respected and successful in sending players up to the pros, and to the top of their fields.
But what brought a journalism student from Ann Arbor to the ranks of the Chippewa?
I graduated from the two-year program offered at my local community college – in the same field as what CMU calls one of its “premiere programs.” It would seem likely that CMU officials would reach out to students like myself and the many other success stories that lead young people further into higher education.
The other schools in my area, Eastern Michigan University and the University of Michigan, sent, and still send, numerous letters and emails to myself and other students in my area.
I’ve been encouraged to become a Wolverine, even since my abysmal high school graduation.
But where was CMU? The truth is, I didn’t even know this place existed until the last few months of my studies back home.
Exclusively word-of-mouth, the few statements and conversations I did hear about this school were largely positive and eager to recommend. But none of this promotion came from the institution itself.
With a largely absent marketing campaign, one large factor in the declining enrollment here becomes obvious. Even my own humble community college came after me, with advertising and information long before I even considered going back to school.
Colleges and universities need to reach out to prospective students, to let them know what the schools can offer and how students can fit in.
Even more importantly, we have to know they exist if we are to enroll and continue to build on the campus’ positive reputation. Unlike others, this university did nothing to enter my mind until I had already registered – and paid – for a commitment to academic progress.
Alumni are not granted salaried positions, but if CMU doesn’t create a stronger marketing campaign and revamp its social footprint, all those whispers of the school up in Mount Pleasant might soon be owed their own paychecks too.
