How to interpret UChicago's mail

JHS
Mon, 21 Sep 2009 09:56:55 +0000

Chicago buys the same mailing lists everyone else does, and mails to the same people.

The difference – at least in the past – is that the materials Chicago sends out are not generic, but give a pretty good idea of what the university is like. They don’t try to appeal to everyone, and they do try to engage students who are intrigued by their materials in some kind of ongoing conversation.

Are they trying to get more people to apply? Sure. But they are trying to get more people who would really appreciate the University of Chicago to apply. (Application numbers have almost doubled in the past 6-7 years, but there are still a lot more people out there who would like Chicago and benefit from going there than apply.) That’s not at all the same thing as trying to boost application numbers just to have a lower admission rate and improve your USNWR ranking. I think their marketing effort is well-designed to attract applications from appropriate candidates.