by Brett E. Kennedy, Managing Director
In the past 25 years, I have heard many parents and students brag about having received a brochure from “this prestigious university” or “that really selective college.” When the brochure comes in the mail, parents read a great deal of meaning into why that college admissions office singled out their son or daughter to be sent this impressive brochure. Clearly, “this prestigious university” or “that really selective college” really wants the student.
I hate to be the one to pull back the curtain like in the Wizard of Oz. The truth is that brochure mailing was simply part of a purchase of hundred of thousands of names and contact information by the college admissions offices to promote their school. This process that schools everywhere do is called Search. Typically, the admissions office tries to buy names from test score agencies or other sources that seem likely to be in the admissible range. The purpose of this mailing is to simply have that student take the next step and express some interest in the school. Search campaigns help the admission office build their base of potential students.
Rarely (if ever) is a Search communication an individualized exercise where the Dean of Admissions makes some decision about a student on an personal level. Instead, think of it more like a mailing or email that you might get letting you know about a new restaurant in your zip code. The college or university is simply saying that a student seems like the kind that might be interested in them, and that they hope the student will pursue them further.
So is it bad to get a communication from “this prestigious university” or “that really selective college?” Not at all. I just want to make sure we understand what it really means. As a student or parent, consider it a first step in getting to know a school that may be interesting to you and that otherwise you might not have known about.