… in the Minneapolis Star Tribune notes that the most charitable description of what’s been going on at the clubby University of Minnesota medical school would be “bizarre.”
Tuesday, October 19, 2010
Brand New Dilemma at
the University of Minnesota
Firing up Driven to Discover* Again...
(*or as we groundlings refer to it: Driven to Dissemble)
For every student or alumnus who embraces a new university marketing campaign, there are others who express confusion, apathy or even disgust when a college dares to define itself.
For Purdue, the new campaign's goal is to drive home the message that the university churns out “makers” of all kinds -- makers of stronger, faster, more artful things that advance technology and society as a whole. But Purdue apparently also makes critics. Upon the public release of the campaign, a Facebook comment thread quickly emerged as a virtual clearinghouse for everything just about anyone thought was wrong with it.
For every one who gave it a thumbs-up, two or three people offered some variation on "dislike."“Fail. Purdue. Can't believe you spent money on this crap,” one commenter wrote. “I'm a boilermaker!”
For some, however, the problem isn’t slogan-driven campaigns getting lost in translation -- it’s the campaigns themselves. Richard A. Hesel, who has decades of higher education marketing experience, said colleges are relying too heavily on quick and easy campaigns instead of transformational investments in areas like programmatic development that can be marketed to students and parents as value added.
“I’m watching these stories [about campaign criticism], and it’s what you would expect. It’s exactly what you would expect,” said Hesel, a principal of Art & Science Group, a firm in Baltimore and Durham, N.C. “When universities allow these things to be reduced to some stupid tag line, they deserve what they get. I think it’s idiocy. It’s really idiocy.”
The comments on the article are great, for example:
at 11:47 AM