A Letter From Admissions

Fellow Johnnies,

In light of all the conversation and controversy surrounding the way we choose to market ourselves to the outside world, I thought I would take a moment to contribute something new to the conversation: an explanation of the role of the Admissions Office in the life cycle of a prospective student. Little to nothing has been said to this effect thus far, and I believe an explanation of our role might soothe some doubts and fears about enrolling a class of ill-­‐informed or misled freshmen next year (or any year, really).

Students come to us through a variety of means: mainly recommendations from parents, teachers, counselors, and alumni, all of whom already convey an authentic message about the College. Others come to us through a common college practice called “search,” where thousands of names are purchased according to pre-­‐specified criteria. Students on these lists receive "marketing" materials—print and digital— on the College. Whatever the publication, the cover is usually “The Following Teachers” (and, as a side note: this cover always seems to be more memorable than its content, which changes). Still others come to us anonymously, having found our website on a search engine or through various online college search sites.

However students arrive in our database, they all then receive a series of emails and mailings about the College designed to catch their interest and convey essential information about what we do and who we are. The printed pieces, incidentally, were reworked a few years ago to include—gasp!—color photos (a real affront to those who received the austere Neustadt publications of yester yore) but continue to feature "The Following Teachers.” At present, we are re-­‐evaluating this print mail campaign as we seek more student voices in our communications and the ability, at times, to connect more quickly using digital pieces. Regardless, initial outreach communications are geared to the general public. Yet once a prospective student indicates real interest—by meeting us at a college fair, emailing or calling with a question, beginning an application, etc.—an admission counselor takes over. The process becomes personal.

Our marketing pieces are simply that: marketing pieces. They are designed to snag people's interest and make them look a little bit deeper. Once intrigued, students work with the admissions counselors, who thoughtfully and carefully answer questions and fill in the gaps in their knowledge. We exist to give an honest picture, and in our every interaction we try to convince the student to visit to form his or her own impression. We offer overnights, day tours, weekend tours, the Accepted Students weekend, and the Summer Academy, all of which are designed to get the student out of our well-­‐manicured publications and onto the ground—with you all—to see the real thing. We send Gadfly articles, blog posts, club fliers, excerpts from lectures, and historical information. We talk about don rags, tutors, teaching across the curriculum, and the value of an examined life. We explain the nuts and bolts of the Program itself and share our enthusiasm for this community. Above all else, we try and get out of the way in order to provide each prospective student a

genuine experience with the College community through a campus visit and discussions with current students, tutors, and alumni. This is a different strategy than many admissions offices, where counselors pursue students who fit a certain profile. Here at St. John's, we pursue those who pursue us.

Finally, I think it is important to emphasize that it is the faculty who ultimately select who is eligible to enroll at St. John's. It is tutors—not the Admissions Office, not a marketing firm, not the prospective students themselves—but the tutors who have the final say in who we invite to join our community. he Admissions Committee is made up of the Admissions Director, Dean, Assistant Dean, and a rotating member of the current teaching faculty

So, as you consider the impact of a company like Siegelvision (or Enrollment Intelligence, or Art & Science, or GDA or any other contracted company), remember that everyone who is attracted to St. John's, for whatever reasons, will work with an admissions counselor, which unavoidably means receiving a barrage of detailed information from us. Hopefully, that student will spend time with current students and faculty on campus and talk with alumni. And if the student chooses to apply, he or she is subject to the critical eye of the faculty to be admitted to the College. As you consider this, ask yourself how you might be able to aid the effort. Did you say hello to the prospie observing your class? Smile at the tour you saw passing you on the quad? Students come to St. John's for two reasons: the Program and the community.

The Program is unchanging and speaks for itself. The community changes annually—are you making it the best it can be?

Sincerely,

Alexandria Hinds, A'10 Visit/Events Coordinator Admissions Office