The J-TAC (Stephenville, Tex.), Vol. 61, No. 1, Ed. 1 Thursday, January 17, 1980 Page: 3 of 16
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January 17,1980 ";lThtf^TACv"'Pifle 3
Recruiting
mess
\
Beadies Beauty Bar
styles for Men and Women
RedKen hair care; PH plus skin care
and makeup at retail prices.
Open Mon.-Sat. 8,a.m,-6p.m.
845A. South Lillian
^ REDKEN ' \
968-8787
Styling Center
located in front, of Annex Apts.
(CPS)--Colleges and
universities are now spending
$500 million a year to recruit
students, according to a recent
issue of Atlantic.
Though there are a few
records on what colleges have
spent on promotion in the past,
author Edward Fiske speculates
the amount is- probably at an
all-time high. Most of the money
is spent on ads aimed at high
school seniors, and ads "are full
of latent sexuality, water images,
and circles with couples,"
according to Barat College's
Edward Marchese.
Academe's increasingly
Attention Tarleton Students
Register now for FREE!
$250
Scholarship to be Given Away
By McDonald's of Stephenville
Drop in the restaurant today
and register as many times as you wish.
The drawing will be held
Feb. 1 5 at 4 p.m.
McDonalds
Across From the TSU Campus
sophisticated interest in
promotion is a recent
phenomenon, brought on by the
smalled pool of potential
students. Colleges, of course,
must compete harder to attract
the fewer number of high school
seniors. More often,
administrators are employing
marketing consultants to give
schools a competitive advantage.
However, a debate over the
propriety of institutions**of
higher learming indulging in
Madison Avenue marketing
techniques has grown louder
over the last two years.
Fiske normally education
editor of the New York Times, is
disdainful of such marketing.
"Before we reach the point of -
where Harvard is advertising on
matchbooks," he writes, "we
should probably ponder whether
selling education is significantly
different from selling cars and
soap."
Fiske was perhaps unaware
that college recruiters were
working the beaches of Fort
Lauderdale last spring, giving
high school seniors free .frisbees
with a university monogram.
Indeed, TSU, too, has seen its
share of monogramed frisbees,
although they were distributed
through an organization, rather
than by the recruiting
committee. Current recruiting
programs at TSU include trips to
Texas high schools and junior
colleges, college days and
mights, hosting TSU.S annual
High School Orientation
Conference each December, and
distributing counseling packets
to high school counselors.
The recruiting committee
presently has at its disposal a
slide presentation which is used
on recruiting trips and polished
colorful brochures. Recruitment
is encouraged during campus
events such as UIL contests,
play-off games, work shops,
seminars, summer camps and
other activities.
In the future, TSU plans to
implement a follow-up system
USED CAR
WINTER SELL-DOWN
Prices Slashed
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mechanical protection included
1979 MODEL
FINAL CLEARANCE
FACTORY REBATES
HURRY....Selection is limitedI
DWAIN BRUNER CHEVY-AMC-JEEP
M
South Loop
Financing and Insurance
to fit your budget
968-2135
for prospective students,
including mailouts and phone
calls.
Colleges large and small have
been employing subtler
techniques as well. The
University of Denver sends
prospective students a brochure
full of photos of the mountain
scenery and skiing students,
although the university is 20
miles from the mountains and
40 miles from the closest
downhill ski area. Valparaiso
entertains campus visitors with a
sophisticated multi-media
presentation employing three
computer synchronized slide
projectors. TSU, too' has its own
version of a sophisticated slide
projector in the form of its
'...ads are full of
latent sexuality...'
recruiting booth. The booth is
complete with a t.v. screen for
slide presentations as well as
dispafy areas.
The techniques work.
Valparaiso's enrollment is up
this year. So in enrollment at
Marshall University where the
dean of science. Dr. E.S.
Hanrehan, attributed the
recruiting success to publicity
about the school. Admissions
Director Charles Veatch credits
"increased visibility" with
Northwest Missouri State
University's enrollment increase
this fall. Veatch's Ijterature
budget is twice what it was two
years ago, and he now employs
full-time travelling recruiters.
Likewise, TSU has hired Jerry
Stephens as its first student
recruiting coordinator. Stephens,
a 1974 graduate of Baylor
University coordinates and
performs most of the duties
previously assigned to faculty
and staff members of the TSU
recruiting committee. His
responsibilities include working
with high school and junior
college counselors, coordinating
recruiting at various shows, fairs
including the Fat Stock Show
and conventions, and producing
recruiting brochures and
materials.
In announcing the hew
position. President W.O.
Trogdon said "Competition in
student recruiting is becoming
stronger and stronger, and we
felt, that we must have a full
time person for this position if
TSU is to keep pace with other
institutions."
Even huge universities, where
the enrollment decline of the
198Q's is expected to be less
severe, are mounting more
sophisticated, marketing
campaigns. The University of
California systems hired a
form^re CBS newsman to help
find better ways of getting news
about the system into the media.
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The J-TAC (Stephenville, Tex.), Vol. 61, No. 1, Ed. 1 Thursday, January 17, 1980, newspaper, January 17, 1980; (https://texashistory.unt.edu/ark:/67531/metapth141441/m1/3/: accessed April 30, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu; crediting Tarleton State University.