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news
Magazine ad brings
students to The Beach
By Jamie Rogers
On-line Forty-Niner
When flipping through
last week's issues of Time, Newsweek, U.S. News and World
Report, or Sports Illustrated, Cal State Long Beach students
may have seen a bright blue, full-page ad proclaiming "The
Beach is Hot!"
Twice a year, in
four publications, the Office of Public Affairs and Publications
at CSULB puts out these ads hoping to attract new donors and
remind prospective students that the deadline for admissions
applications is fast approaching.
"I would say
more than anything it is an image enhancement," said
Toni Beron, assistant vice president for public affairs. "We
run it in October because we want to remind high school students
that they have to apply if they hope to come to school here
next year. It also targets alumni. Every year people in the
alumni and donor base are very excited to see the ad."
At approximately
$20,000 each, these image enhancers cost the university nearly
$160,000 each year. According to a report issued by the Chancellor's
Office, alumni contributed $4,107,087 in the 2000-2001 school
year, said Tracy Mendoza, coordinator of the Annual Fund.
She said she did not know of any donors mentioning the ad,
since most of the donations are made over the phone to student
employees.
Beron said it is
surprising how many times she has heard people say they saw
the ad and decided to donate to the school.
In the past, the
ad was not used only as a tool to raise money and remind students
of application deadlines, it was also used to attract new
students. This year, after accepting a record number of 4,500
new freshmen, overcrowding is already limiting class availability.
CSULB plans to raise the admissions eligibility index and
give priority to Long Beach residents.
"That is why
we don't have anything [in the ad] that specifically says
'get in your application,'" Beron said. "Or phone
numbers like we had many years ago when we were trying to
increase enrolment."
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