 |
 |
 |
|
 |
|
 |
Local News
Marketing Barton College By Stephanie Creech | Daily Times Senior Writer The number of students applying to attend Barton College for the fall semester has doubled over last year. It's too early to know how many of those roughly 2,400 students will actually show up come August, but Barton leaders are pleased at the prospect of increasing their enrollment. They point to the growing interest among high school students in the college as proof that its new branding and joint marketing campaign embarked upon in the past year with the city of Wilson is already working. Prior to its men's basketball team capturing the NCAA Division II title last year, Barton College was already trying to build market awareness about what it has to offer students. But building market awareness can be a long, difficult process, said Norval Kneten, Barton president. Barton gained enough regional and national attention last spring when it won the national title that the college "leap-frogged" from marketing to branding, he said. Those last-minute comebacks and heart-stopping buzzer baskets caught people's attention, Kneten said. Working with a company called Performa Higher Education, Barton embarked on a new branding effort last year right after the national title run. Focus groups of trustees, current students, community leaders and prospective students were held. Strategic e-mails to around 90,000 potential students nationwide sought feedback on the proposed branding umbrella "Inspiring Futures" and various other taglines the college was already using or considering using in its marketing. The result of the branding study is what Kneten refers to as the college's new "touchstone" -- "Inspiring Futures." "This is what we do," Kneten said of "Inspiring Futures." Thus far, Barton trustees have allocated almost $500,000 to its branding and marketing efforts. Barton sought and gained $150,000 from the city of Wilson last year and asked the Wilson City Council for $150,000 per year for three years. There's no word yet on whether City Council will provide funding for this second year. In February, Kneten made a presentation to City Council about how Barton has spent the city's funding and updated Wilson leaders on the overall branding strategy. Kneten said he wanted to show what the college has been doing. He believes like Barton has been faithful to its promise of the joint marketing venture. Prior to the national championship, Barton's advertisements didn't necessarily emphasize its location in Wilson. For example, Barton's billboard in Terminal C at Raleigh-Durham International Airport mentions Wilson in relatively small type at the very bottom. Today, Barton's advertisements emphasize Wilson as a wonderful place to live. Barton's Web site touts Wilson as "one of North Carolina's most beautiful cities" and reports how Wilson "kicks off each academic year with Welcome Back Barton, an on-campus event showcasing everything Wilson has to offer Barton students." The e-mail blasts to the 90,000 potential students talked about Wilson. Kelly Thompson, Barton's vice president for enrollment management, describes the marketing strategy as bombarding people with messages about Barton. These are messages people see and hear as they ride along the highway and listen to the radio or watch their television. The effect is Barton and Wilson move to the forefront of people's minds. "Barton is part of the fabric of Wilson," Thompson said. The collaboration between Barton and Wilson is garnering national attention. An article about Barton and Wilson's gown-town connection appeared in the inaugural edition of the NCAA's "Champion" magazine. The magazine was sent to all NCAA members. Barton and Wilson's relationship plays right into the NCAA Div. II's new marketing efforts focusing on how Div. II sports events are family-friendly community events. "We're right in the middle of this," Kneten said. He said he can't tell how many times he's talked with people involved in higher education who say Wilson and Barton's relationship is unique. Over the past several years, the city has been helping Barton with its neighborhood development activities. The college has purchased property around the campus and torn down dilapidated housing to make room for additional parking and the campus' anticipated growth. Barton is currently searching for a planning firm that will help develop a new master plan for the campus and also help direct future neighborhood development activities. The city will play a key role in future neighborhood development. Both groups are looking for examples of how other colleges and cities have partnered to address neighborhood issues. Kneten expects any plans for the campus and surrounding neighborhood will be carried out. "At Barton, we don't just plan, we do," Kneten said. "We want to be a neighbor to our neighbors." creech@wilsontimes.com | 265-7822
Add Comment:  (All comments must be approved)
View Comments: (0 comments)
|
|||||||||||||||||||||
|
|
|
