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<p>Come on, JHS. No need to snicker. It’s not like you. You are more thoughtful than that based on all the posts I have seen coming from you. Let’s say that this is a kind of school where out of 60, 5 got acceptance letters from Princeton, and 4 from MIT in one year (not overlapping). I believe something like 30% of the kids were also the national merit finalists (this, I am not 100% sure about exact number and %). In my son’s graduating year, there were two SAT 2400 and a few SAT 1600, all out of a graduating class of 60 something. So, enough said. </p>
<p>Of course, they know about U Chicago. The problem is, they don’t think it’s up there enough to apply given the distance from the familiar environment. It’s a HS within a drivable distance from all the Ivy’s. So, if it’s a “flying” distance, it makes them pause a little. Given so many good choices, why bother? Yet, here is the clincher, they would not think twice about applying to Duke though the transportation logistics is not as good as it is to fly to O’Hare. They sorta automatically do it. Driving to Cornell is b##$%^%, but they apply to Cornell in droves. This is why the brand equity is so important. Duke has a much better mind share among general public. And, the Ivy status of Cornell gives them an automatic lift.</p>
<p>We could sit here and blame the mindless teenagers and their equally clueless parents who fail to guide their kids properly for the true meaning of education and what not. But, you HAVE to capture their initial attention to get anywhere. It’s like a dating scene. You can blame all the harebrained people who can’t see beyond the appearance. But, even among the most intelligent people with the right, wholesome value system, looking fit and slim, rather than like a 500 pond gorilla, helps, right? </p>
<p>I am very much for keeping U Chicago’s character and educational mission. What I am saying is, they can maintain it and even strengthen it while significantly improving its brand equity by a sophisticated and successful marketing drive. If working with the USNWR folks is what’s needed, so be it. How about just going into the well thought out marketing drive for guidance counselors? Just that would help enormously! The GC at my son’s HS was rather blah about U Chicago. Again. you could ridicule her for lack of understanding, or you would work with her so that she can advocate U Chicago for all the excellent opportunities it offers to the students would be a GOOD FIT to begin with, not the animal house frat types.</p>