Quote:
|
I'm speechless. The fact that they would boast about this as an admission practice by posting this paper on the internet leaves me even more speechless.
|
Colleges have enrollment management goals that their recruitment activities have to support. It is not cost-efficient to expend the same marketing efforts on every candidate, especially at the "cold calling" point. Why not send your most impressive brochures to students who the school wants the most and/or are the most likely to become interested in the school? It's a solid strategy, and nothing to be ashamed of.
Colleges may do this for high-ability kids, for kids who share a religious affiliation with the institution, for children of alumni, for kids who live in areas known for sending large numbers of students to the school (or schools like it). I can see why at first blush it might surprise outsiders, but when you think about it it should make some sense.
The important thing to realize is that every college makes available loads of information to any student who is interested in the school. They're not being denied attention or information--and certainly not admission! Brandeis may only send a brief info card to most prospects, but every one of those prospects can go to Brandeis' website, read college guidebooks, and so on. And if they express solid interest, Brandeis is likely to send them a lot more than just a postcard.