Cable advertising allows for more targeted media buying. And we will be placed in programming that is appropriate to the level of Rensselaer's prestige. Rensselaer must compete aggressively against other institutions worldwide for research grants, resources, and, of course, top students and faculty. But competition can bring out one's best. That's the case with Rensselaer.
All universities do some form of marketing.
Rensselaer, however, is thinking quite a bit bigger than that. The marketing program will go beyond a simple enrollment message-it will redefine Rensselaer's position as a leading research university in the new global marketplace. More than a year ago, Rensselaer formed a Strategic Marketing Committee to determine how the university could strengthen its position in this aggressive educational environment. To get a sense of where Rensselaer stood, relative to other schools, the committee authorized a research study. Across the country, groups representing potential Rensselaer students, current students, alumni, and business people were brought together into focus groups.