<p>Unalove - if you came to Chicago post-2003 or so, any materials you received from the U of C were the “new chicago” way of marketing. From around 2001 or so onwards, much of the way Chicago marketed itself to students was furnished by a report from, ironically, McKinsey & Company. A McKinsey report conducted around the time I graduated concluded that Chicago was too much of an unknown quantity, and its marketing materials were bland and ineffective. Following this study, then Dean of College Enrollment, Michael Behnke, drastically re-tooled the admissions materials and brochures.</p>
<p>The new admissions materials - ones that are still sent out today and deal with “The Life of the Mind,” actually came forth through a study by the most prominent consulting firm on earth. The new materials showed students doing all sorts of stuff besides studying, and there was a public outcry at the school about all of it. In the decade since its inception, though, I think Chicago has only strengthened the college. </p>
<p>By about 2003 or so, most students have first heard about the school through the new “outreach Chicago.”</p>