Selling the Muhlenberg experience

Every year, U.S. News & World Report releases its list of the Best Colleges in America; this year, Muhlenberg ranked #65 on the liberal arts list (the College was ranked #75 in 2011 and #72 last year). A great achievement worthy of sharing on social media and with friends and family? Sure. But is that ranking something to cite in an admissions manual? Something to consider when prospective students make their college decision? Maybe not.

Shortly after the annual rankings were released on Sept. 13, Frank Bruni of The New York Times wrote an opinion column entitled “Why College Rankings Are a Joke.” Bruni’s argument essentially boils down to the idea that there is more to a college than its ranking:

“Diversity, socioeconomic or otherwise, doesn’t factor much into U.S. News rankings, though a broadening of perspectives lies at the heart of the best education,” Bruni writes. “A lofty rank perpetuates itself.”

It’s an interesting point, to say the least. Diversity is certainly more challenging to market than printing pamphlets with ‘Muhlenberg is the 65th best liberal arts school in the U.S.’ emblazoned throughout. Even taking into consideration ease of comprehension and potential message impact, the question doesn’t necessarily get any easier to answer: What is the best way to pitch Muhlenberg—or any school—to prospective students?

Muhlenberg seems to be caught in the middle: the College’s Facebook posted a link to the Best Colleges list. On the other hand, the 2016 Admissions Viewbook makes no mention of a ranking, this year’s or otherwise. Rather, it has a wealth of testimonials from current students and alumni as well as countless references to diversity and sharing the Muhlenberg experience.

And yet, in terms of marketing the College, there’s more than just rankings or testimonials. There’s more to President Williams’ visual identity plan than just the new logo; from the presentation from last fall:

“As a relatively regional, but well-respected liberal arts college, Muhlenberg College has always felt that quiet humility was preferable to boasting. But the world has changed ... members of the Muhlenberg community have realized the importance of getting the Muhlenberg name ‘out there.’”

But is that what we really want? In the mid-2000s, Muhlenberg picked up the ‘Caring College’ nickname. At what point do we lose the “quiet humility” and support for others that defines Muhlenberg? At what point have do we stray too far from what made us a “well-respected liberal arts college”?

This is not to say that marketing Muhlenberg to broader geographical regions—and by extension, working for diversity—is a bad thing. On the contrary, as Bruni notes, “a broadening of perspectives lies at the heart of the best education.” What we need to consider most is the best method to balance it all. So as Muhlenberg continues to evolve within an environment that continues to challenge the survival of liberal arts schools, let’s stay true to our roots and follow the words of our college’s first president, Frederick Augustus Muhlenberg:

“No education is complete unless it prepares a man to discharge all his duties properly in this world...This kind of education contemplates the education of his conscience and the cultivation of his heart.”