A year ago, Tiffany Burke was a senior at Plano High School in Texas. She had acceptance letters from three colleges: Texas A&M, Baylor University and Kansas University.
Her dad is an A&M alumnus. Her grandparents live in Waco, Baylor's home. The only thing going for KU was her teachers telling her it would be a great place for her to explore an interest in teaching autistic children.
When it came time to choose, she picked KU.
"I came here on Senior Day and the campus was just gorgeous," Burke said. "And every person I talked to was really nice and friendly and went out of their way to make me feel comfortable and to answer whatever questions I had."
Later on, she went to a big reception in Dallas for seniors who'd shown an interest in KU.
"I could tell KU wanted me to come here," Burke said. "In Texas there are so many colleges you can go to, it's like you're supposed to want them instead of them wanting you. But KU wasn't like that."
Burke, who graduated with a 3.4 grade point average, says she made the right decision.
"It's awesome here," she said. "I don't feel uncomfortable at all."
Successful program
Burke's experience is not unique.
In the Big 12, KU has the second-highest percentage of out-of-state students. Only the University of Colorado, Boulder, has more.
"At most of the Big 12 universities, in-state students account for about 90 percent of the undergraduate enrollment," said Alan Cerveny, director of admissions and scholarships at KU. "But we're at about 65 percent."
That's good, Cerveny said. Out-of-state students pay more tuition, ensure diversity and tend to make good grades.
"We want people in Kansas to come to KU. This is their university, and we have a lot to offer," Cerveny said. "But we want the out-of-state student to come here, too. And I'm pleased to say our numbers for both are up."
Last year, KU's admissions department began hosting receptions in what Cerveny calls "key marketing areas:" Omaha, Neb., St. Louis, Chicago and Dallas. Others are planned for Minneapolis (today) and Denver (April 8).
The receptions are aimed at wooing high school seniors who've already been accepted to KU but who are still considering other schools.
'Do whatever we can'
"We've found that many students apply to a lot of different colleges," said Margey Frederick, associate director of admissions and coordinator of the KU Visitors Center. "So when it comes time to decide where they're going to go, the fact that they've been admitted to KU isn't that big a deal because they've been admitted to four or five other schools as well.
"We need to do whatever we can to move KU to the top of the list," she said. "The receptions are just one of the things we do."
Of the 301 seniors who attended last year's receptions, 222 enrolled at KU.
That's 74 percent, which, in recruitment circles, is outstanding. Most universities would be content with 35 percent, Cerveny said.
The receptions are not just handshakes and pep talks, Frederick said.
"We do more than hand out pamphlets," she said. "We're there for two hours to meet with families individually; we bring the people to them who can answer their questions.
"We have housing people there finance people are there orientation people freshmen and sophomore advisers deans and professors. If there's a question we can't answer, we'll get back to you, usually the next day."
Other marketing efforts
Other additions to KU's marketing plan include Internet chat rooms, e-mail exchanges between KU counselors and high school seniors, follow-up telephone calls, constant availability and lots of mail.
"If you're thinking about coming to KU, you'll probably hear from us 35 or 40 times," Frederick said.
For next year, Frederick hopes to host an all-day, all-campus open house.
"It's all about marketing," she said. "We have to start treating the public like a customer. Everything is so much more competitive now."
KU beat the competition for Jeremy Brohlhorst, a freshman from Lincoln, Neb.
"I feel like they 'marketed' the truth," he said. "Everything they told me is pretty much true, all the way from what living in the dorm would be like to how many new friends I was going to meet."
Like Burke, Brohlhorst is glad he chose KU.
"Classes are great, I've got tons of friends, the campus is beautiful and the teachers will meet with you one on one if you call ahead or go to their office. It's great."
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