DOTAC (Daughter of the Ad Contrarian) is in full college application mode, which means we've been traveling around looking at colleges. We've met some genius-type people on our visits but have witnessed some woefully inadequate marketing practices. If you're a college or university marketing or admissions officer, here are some tips:
1. A visiting high school senior bases about 99% of his/her impression of your school on the student giving the tour. There is a very simple calculation the senior makes -- if this is not my kind of kid, then this is not my kind of school. Make sure you pick your tour guides carefully.
2. Parents make a slightly different, but similar, calculation. Student guides who begin every sentence with "so", use the word "like" three times in every sentence, and end every sentence with "so that's cool", make a bad impression on parents. Somehow we expect a university to teach a student to speak the language.
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