A good reputation goes hand in hand with a university's "brand," which in essence is the promise the institution makes to all of its constituencies. A brand is appreciably more than an attractive logo, reinforcing colors, and compelling admission brochures (though all of these reflect it). If properly thought through and developed from the inside…

This paper presents two ways that schools can enhance their reputation: the annual back-to-school night and recognition programs for alumni. For back-to-school night, guests should be welcomed with enthusiasm and parents should be informed of the school's achievements. Since many staff members have never been coached on parent-friendly behavior,…

A college guide provides prospective students various facts about life on and off campus at almost 300 U.S. colleges. It is designed to help the student make the most intelligent educational investment possible. It is selective, covering some of the best and most interesting institutions in the nation, providing written essays about them. Each…

Describes the way in which Wilfrid Laurier University (Ontario), an institution that had worked hard to improve its programs and reputation, addressed a disappointing ranking in a national news magazine. In cooperation with other educators, administrators, and institutional researchers, the university undertook a successful project to have the…