'An Artist's Guide to Choosing a College' Suggested as Best Practice Marketing Approach
Posted 03.02.10 by mica communications
Among the mail mob, though, one college stood out. ... Choosing a college can feel like playing darts in the dark and this small volume attempts to help you sort it all out by answering questions and suggesting the issues you should think about.
In an article on OPEN Forum, a highly trafficked website aimed at helping small-business owners, marketing expert Ann Handley praises MICA's use of noninvasive marketing materials, such as An Artist's Guide to Choosing a College. In the article, What Small Business Can Learn from One College's Recruiting, Handley suggests businesses, when developing marketing collateral, should take a cue from MICA's efforts.
"Among the mail mob, though, one college stood out. ... Choosing a college can feel like playing darts in the dark," she writes, "and this small volume attempts to help you sort it all out by answering questions (What's the difference between a BA and a BFA? What are the benefits/downsides of attending art college versus a university or liberal arts college?) and suggesting the issues you should think about."
"So what's the difference between the colorful collateral approach to marketing and MICA's approach? The former was about them; the latter was about me. (Well, it was about my kid.) ... What's more: It told us, in a subtle way, that the college cared about finding the right kind of student for its program: Don't care for urban? Want a larger, more diverse campus? Then MICA probably isn't for you. All colleges obviously want to attract students who are suited to them, but MICA inspired our trust a little more than the others by not being afraid to spell out who might not be happy on Baltimore's Bolton Hill."
To read the full article, click here.
Founded in 1826, Maryland Institute College of Art (MICA) is the oldest continuously degree-granting college of art and design in the nation. The College enrolls nearly 3,300 undergraduate, graduate and open studies students from 48 states and the District of Columbia and 52 countries in fine arts, design, electronic media, art education, liberal arts, and professional studies degree and non-credit programs. With art and design programs ranked in the top 10 by U.S. News & World Report, MICA is pioneering interdisciplinary approaches to innovation, research, and community and social engagement. Alumni and programming reach around the globe, even as MICA remains a cultural cornerstone in the Baltimore/Washington region, hosting hundreds of exhibitions and events annually by students, faculty and other established artists.