I received the University of Chicago’s ‘Prospectus’ in the mail today, which they call “the Life of the Mind.” The attached letter specified quite clearly that this was not a viewbook but rather a collection of stories about student experiences. It was even shaped like a book, rather than any viewbook.
The book was divided into sections, for instance one detailing a class trip to Wyoming to a dig for a paleontology-type class. Each section was very distinct from the others and offered a great taste of different academic possibilities on campus. There was one on sports, too, and another on Chicago neighborhoods. It offered great insight–so what was wrong?
Here is what gave it away: each section was meant to a candid camera view of a class, or a study session, or a spot of research. This was achieved mostly through conversations–there were pictures to complement these. The probem: no one said ‘like’ –ever. Every tour or interaction I’ve seen with even the brightest Ivy Leaguers has still had a visit from that disastrously common word. I know the University of Chicago is a very intellectual place which takes its academics seriously, but its students are not freaks; their lives are not an endless series of epiphanies strung together by eloquent questions posed to genius teachers. It’s rather unbelievable. It felt a little disingenuous. Not so much because it lacked the word “like” but because that omission was representative of the way in which it felt vaguely sanitized. Reading the book I get the feeling that these are not normal people. I don’t mean “not normal” in the sense of “people passionate about learning and academics, just like me, awesome!” I mean not normal.
People do discuss Marx over Chinese food, I realize. I discuss Marx over Chinese food. The difference is that I remember to eat, too. These people are caricatures who take themselves far too seriously. I would have preferred to see more “real” students. Real students are not numbingly serious when they are discussing planting flowers and growing vegetables.
I still really like the concept, though, and the fact that the people seem viewbookified doesn’t detract from the examples all that much.
Admissions offices can go on thinking that a ‘perfect world’ image of a school looks and works best in reaching out to students, but it really doesn’t. Why not? Because only the most narcissistic people will feel they could fit in such a perfect place. College choices should be, after all, about fit.
17 Responses
Montoya
October 12th, 2006 at 9:35 pm
1No likes or ums? Totally fake. Nobody talks like that.
And I promise you… nobody discusses Marx over food. Everyone talks about alcohol or weed. I kid you not.
Sam Jackson
October 12th, 2006 at 9:38 pm
2“Once seated, they launch into the next big question–what to order–which moves the discussion toward weightier matters.”
: )
…Yeah.
Montoya
October 12th, 2006 at 10:21 pm
3There’s a pretty good chance that whoever wrote that isn’t even affiliated with the University of Chicago. Pretty good, which is, like, guaranteed.
Sam Jackson
October 12th, 2006 at 10:25 pm
4Well, more marketers will read this post than people from the U of Chicago. Maybe some will get the message.
Brian Niles
October 14th, 2006 at 2:59 pm
5You’re pretty far in through the admissions process already. Would you have liked to receive such a substantial publication earlier in the process? Perhaps right after you inquire? Curious because most colleges don’t send the viewbook (or whatever they want to call it) until the Fall of the student’s senior year. We’re suggesting it’s the first piece a student gets, but wonder what you think about this.
09yalie
October 17th, 2006 at 8:03 pm
6you’re a smart kid. hope to see you at Yale next year.
Bob Johnson
October 19th, 2006 at 12:06 pm
7Right on target comments about the “viewbook” in this version.
This piece was done by an agency that specialized in higher education marketing materials, has worked with Chicago for some years now, and has won the usual arm’s length and more of awards.
I think what you are seeing happen here is similar to why so many colleges still can’t stand the idea of student blogs on their websites… losing control of the message. In this case, it seems perhaps a strong desire to “sanitize” the language so that it conforms to somebody’s preference for how Chicago students should appear in public.
A unknown question in a case like this is whether both the agency and Chicago preferred this approach or whether it was the Chicago folks guiding the agency in the “right” direction.
The bottom line, at least in your case, is that the audience wasn’t fooled. It wasn’t real story telling as a “normal human being” might have told it. And so a good part of the time, energy, and $$$ spent on this doesn’t quite work as well as it might have.
Sam Jackson
October 19th, 2006 at 12:16 pm
8Exactly right about the bottom line–people didn’t seem to be buying it, though they have appreciated the fairly novel approach.
People do really like the postcards Chicago does, though– from what I’ve heard (and written about before). Those are just fun and creative and don’t have anything to hide. Some other admissions offices like them too, from some conversations I’ve had about them… : )
I ask the same question about “who made the executive decision for xyz” about many of these approaches and never know. Such mystery! I might have asked Ted O’Neill had I had the book when he came by a few weeks ago. I might put a little note on the Chicago blog about it, if I can think of a polite way to do so.
I heard that some places have student panels sit in on the planning for publications more than elsewhere, so that kids can go and say “this is really fake; don’t do that; do this” so forth. I don’t know if everyone does that, but honestly, it’s simple: do they want their stuff to be effective, and cost-effective, or not?
I go to the post office and I see people throw away lusciously photographed print material all the time: Too often because someone broke one of those cardinal rules I wrote about for print marketing to students–make it reasonably worthwhile.
This does segway into a discussion of brand cachet and ‘cool’ factors, perhaps, which is another topic entirely. Just again, generally, more could be done to make relevant materials that people would actually read WITHOUT incurring very much risk at all!
hatbox
October 20th, 2006 at 2:48 am
9The time I visited Chicago, our tour guide pointed us toward the nuclear physics labs and said “my friend does stuff with, like…atoms in there,” and of the info session leaders said “I study from about 1 to 3 am…so, about 3 hours.” I know there are smart people at UChicago (and that they spend their summer breaks doing research or internships, not giving campus tours), but those two turned me off pretty strongly.
I’ve been at Harvard a little over a month, and while I thought that the place and the people would automatically improve my eloquence in speech…I wouldn’t say they’ve made it worse, but I’ve been catching myself recently being more colloquial than I’d like to be. There’s also more profanity here than I would have expected (it is Harvard, after all, but I also think that people find it funny and ironic to goof off precisely because it’s old, stodgy Harvard; add that to the fact that in addition to a wonderful number of intellectuals, there are also a fair number of athletic recruits with slightly different manners), and that’s a habit I’d like not to form mainly for the purpose of making a good impression on professors and other adults.
Just to counter the first comment, there are, in fact, “real” people who discuss Chopin’s nocturnes, Faulkner, and physics over dinner, even if a few guilty “like”s or “um”s slip in. Today’s Southern Writers Reconsidered discussion about the meaning of the reading was well underway when we were just waiting outside in the hallway, and it was clear that everyone had done the reading, and thoughtfully. Actually, the only time I have heard people discussing alcohol over dinner, it was a group of Russian students expressing disbelief over the drinking age in this country. Consequently, we future academics can’t make fun of anyone except perhaps the unabashedly-pursuing-career-in-banking/hedge funds types.
To 09yalie: he’s coming to Harvard.
Montoya
October 20th, 2006 at 3:02 am
10Sounds pretty accurate there, hatbox. You have to remember, intelligence says nothing about classiness or sophistication (and some students have just been fooling everyone on the intelligence part all along). Trying to convince everyone that all college students are young scholars brewing with academic qualities is just misleading, and it didn’t take me long to realize that when I was a freshman. I really think it’s important for students to accept what college really is; no college can claim to have perfect students, or be perfect in their own right either.
Sam Jackson
October 20th, 2006 at 12:38 pm
11Thanks for the comment, Riva. It’s stories like yours about the Southern Writers class that keep me interested in Harvard, and keep me hopeful about college in general…
It’s actually a little strange here at Exeter, where swearing is concerned: people curse like they were on the gallows and it was going out of style. I always remind people, “but if you swear all the time, any power the words might have is lost…” but no one ever listens. Interesting, though, is the fact that people seem (seem!) to swear much less when I am back at home with my friends from Newton–not all of whom necessarily just go to Newton South, either. A select subgroup not representative of the whole, I’d imagine. I don’t think profanity here at Exeter is used to emphasize the silly (and sometimes sadly) untrue stereotypes about Exeter… it’s more just a case of ‘teenagers.’
Christian, do you have a short answer for ‘what college is’? Some poignant metaphor like ‘personal chrysalis’ maybe? ;P
I’ve had the opportunity to interface with many very intelligent people who are on track to end their lives having worked for people much dumber than they–I see people already in that situation all the time. Outside of ridiculous specialization, it’s that ‘x factor’ which looks to be so key… the world is full of people, after all. You have to deal with them sometimes.
College looks like it will be fun. That’s what I hear, at least.
a j
November 14th, 2006 at 2:01 am
12I’m going to call you out on nit-picking. After reading some particularly painful and disastrous typo-filled letters sent from various colleges and universities (and one heinous mailing sent out by Harvey Mudd, I think, in which they apparently tried to get down and jiggy wit da lingo of da kidz), the beautiful pieces sent out by UChicago were thoroughly enjoyable in comparison.
BTW, first time reader of your blog. Makes me wonder what exactly I missed and what I gained by going to public school (among other things).
Sam Jackson
November 14th, 2006 at 1:46 pm
13thanks for stopping by, aj
I think that what UChicago sent out was pretty uniformly a cut above the rest–I’m just saying that they were so close to having something really great. I’d love to see these letters from the other schools you’re talking about, though–sounds hilarious.
Most people here at Exeter have little to no clue what they missed by not going to public school, and some don’t seem to realize what they’ve gained by coming here, either. I’d never been to any private school before 10th grade, but even my 9th grade HS year back home is a different experience than that of much of America because the schools back in Newton were really quite good, quite well funded from property taxes / voter resident caring. I hear stories about people here from west virginia and elsewhere where schools are not funded so well…
Marooon 'n' Red
December 6th, 2006 at 12:54 pm
14Eh. It’s marketing; it was inevitably going to be edited.
Of course you hear “like” here. But beer and weed (as one poster opined)? Oh come now: not likely. The students here are much more buttoned down; and, if given to abusing a drug, choose Adderall (aids in concentrating on studying). I’ve seen frat parties at Friday night with 30 people in attendance — while the A-level of the Reg (library) held at least 100 students.
So are students here at the U of C far too serious? Like humorous rottweilers that go for the intellectual jugular? The sort of people who delight in being amorally rational? Yes. But I’m not sure the intellectual ruthlessness is always a good thing.
If Chicago is your kind of place, you will probably be happier here than anywhere you have ever been (even when you’re miserable). But if it isn’t a good fit, you will suffer “the tortures of the damned”. Everyone seems so eager to post “You should come here”; I guess I am asking “Should you come here?”
BTW: You should read what Inside Higher Ed has to say on the Uncommon App and Chicago’s marketing. (http://www.insidehighered.com/news/2006/12/01/chicago)
Sam Jackson
December 6th, 2006 at 3:22 pm
15Chicago does sound like it could be my kind of place–I wouldn’t be applying it if I didn’t think that. But I don’t think that I necessarily need that superlative–of that hard-to-quantify element that is in such abundance there–to be super-happy. Chicago has a strong draw for me, but so do lots of other schools. There are other places I think I could be just as happy. That being said I really do wish I had had a chance to visit and stay overnight at Chicago, since it was one of several places that I really wanted to experience but never got the chance. It sounds fabulously dynamic as both an institution and a group of people.
Also: Turns out that the Life of the Mind is online. Viewable here: http://collegeadmissions.uchicago.edu/lifeofthemind/ if anyone is interested. See if you agree with me after looking at it…
Montoya
December 6th, 2006 at 4:00 pm
16I read the first 2 sections and I couldn’t take any more. Maybe I’m just a cynical engineer; I couldn’t take classes like that at any college. I’d be fed up really fast. I’ll just keep my mouth shut then, and stick to my “practical,” “applied” coursework.
Ten “Must-read” popular posts from 2006 on the SJ College XP at the Sam Jackson College Experience
December 22nd, 2006 at 1:54 pm
17[...] 7. Spend a week inside my mailbox! This is a good read for marketers, I think, because it details individual reactions to varying forms of print marketing. Fun! For a good close-up dissection, check out my observations on UChicago’s ‘Life of the Mind’ mailing. [...]
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