<p>chocchip - here’s the part about AU</p>
<p>When American University in Washington approved a strategic plan in 2008, branding was part of it. Not well known outside the Beltway or some academic circles, the school was hoping to boost recruiting, get alumni more involved and build a stronger research reputation, among other things, said Teresa Flannery, executive director of university communications and marketing.</p>
<p>The team at American came up with the catch phrase “American Wonk” to communicate what it identified as its distinguishing traits, including politically and socially wired students and location in the nation’s capital.</p>
<p>Being a wonk “know spelled backward” no longer means just being an insider working behind closed doors, but has broadened to mean someone who is smart, focused, and passionate, said Flannery, citing the school’s research of the term.</p>
<p>Students arriving back on campus this fall snatched up free T-shirts with 18 versions of the wonk motif, including Green Wonk and Global Wonk. Others used felt pens to write in their own wonky labels on the shirts like their residence hall floors.</p>
<p>But not everyone was charmed. Complaints under an online article last month in the campus paper said “wonk” called to mind a goose being hit over the head with a shovel or a sexual act.</p>
<p>Flannery said the university expected a range of reactions. She said most have been positive, and American has worked to explain the campaign before taking it off campus, including involving students and holding campus luncheons.</p>
<p>The recession has taken a bite out of many schools’ marketing budgets, officials say. But many are pressing forward all the same, believing it’s a worth the investment as the number of traditional-age students entering college is forecast to decline sharply in the next 10 years and eroding state support and endowments elevate the importance of private giving.</p>