The strategy is helping UConn achieve impressive results in a highly competitive market and is research-based, Barry says. The materials designed for the admissions program, for example, were written and designed to meet needs expressed by parents, high school seniors and college students in focus groups and telephone surveys. University Communications has formed partnerships with other University offices, such as Admissions, to maximize outreach efforts and ensure that a target audience is motivated to respond to the University in some way. It, like the viewbook and other materials, contributed to the University's 17 percent increase in this year's freshman class, a class that included a significant eight point increase in SAT scores and a 27 percent increase in minority enrollment. Admissions professionals understand much about strategic admissions.
Communications professionals understand much about strategic communications.
We have produced a series of very high quality pieces, and we continue to have a strong positive effect on student recruitment. The quality of the brochures reflects the combined leadership of Leonard Blanks, who headed the design activities, and Patti Fazio, who oversaw the narrative and production efforts, Barry says. They benefited from a team of communications professionals including writers, designers, photographers, editors, production staff, proofreaders and others, he adds. The benefit of a strong and unified University identity is that it transcends individual schools and colleges, regional campuses and other units and reflects positively on the entire University community.