Realizing our value

This year, UR once again dropped in its national ranking, falling to 37th. UR’s national reputation is not getting the respect it deserves, and the rankings are a reflection of this. Few nationally competitive high school seniors know about the qualities of UR.Prospective students are not being made aware of all that UR has to offer. UR has qualities that any student would be thrilled to find – freedom of curriculum, research opportunities and a small student body that values diversity, among other things. Admissions’ campaign is primarily dependent on students coming to campus to peak their interest and sway their decision of where to attend. It is only when they see how beautiful the campus is and talk to current students and professors that they decide to come to UR. UR’s reputation at the moment extends mainly to western New York. When students say they go to college in Rochester, many people ask “RIT?” UR students want to be proud of their school, and for others to know about us. With a stronger national marketing campaign, the best qualities of our university can reach a larger audience. If brought to the attention of students and other universities alike, UR could make considerable gains in its peer assessment. An example of this is New York University, whose reputation is carried nationally. While it is difficult to make the case that NYU is any better than UR, high school seniors nation-wide are prejudiced to believe so.A well put-together, attractive marketing package can showcase UR’s positive qualities. With a little ingenuity, UR admissions and Public Relations can improve our image to get the reputation UR deserves.