By: Grace Gammello, Correspondent
Is there a stronger marketing emphasis on the College of Engineering (CoE) over the College of Security and Intelligence (CSI)? Some students are concerned that the publicity is weighted unequally. However, this is a myth.
Jason Kadah, from Embry-Riddle Aeronautical University (ERAU) Prescott’s Public Relations and Marketing office, says that he has seen a relatively collective approach to college marketing; this means an equal focus on the CSI, CoE, College of Aviation (CoA), and all other programs.
This is important because public relations stimulates our growth as a university and fosters healthy relationships between ERAU, the community, and the rest of the world—within every college.
When it comes to the CSI, Kadah says the audience is much different than an engineering audience when it comes to marketing. The CSI is relatively new; therefore, the focus for marketing for the CSI has been to get their ‘name’ out there in general, with a heavy use of external media.
ERAU Public Relations publishes college articles and stories and seeks out opportunities for professors to communicate with the community to further the reputation and weight of the CSI program.
The CSI is also popular due to a national interest in security. In contrast, the engineering program lacks the demand of heavy publicity because it does not need as much establishment in the nation’s eyes—it is already a noteworthy program. Aeronautics, also, is the oldest program and therefore the ERAU reputation naturally gravitates there.
Despite these differences in technique, marketing is dispersed equally. We may not see it, but the CSI college is growing, especially the cyber program. Any notion that the CoE’s publicity is a higher priority for ERAU than the CSI is a misconception.
ERAU Admissions and Marketing avoid emphasizing one college over another. Brian Dougherty, ERAU Dean of Enrollment Management, admits that the Engineering and Aeronautics degrees used to receive preferential treatment when it came to marketing.
However, since he has taken office, Dougherty says Marketing has made changes to equalize the focus between the CoE, CoA, and the CSI—along with the other programs offered.
Even though about 85 percent of students are engineers, Dougherty says an imbalance in publicizing the programs would only stunt the growth of the other programs.
When it comes to prospective students, Marketing focuses on providing general information that can apply to any student. This includes categories such as internship opportunities, professors, facilities, statistics, and extracurricular activities.
The new technique is to provide overarching information about each college until a student expresses interest in a specific program. At that point, Marketing will give out specific program details and tailor pamphlets and information based on the student’s interests.
In general, each program receives similar emphasis until a student decides to narrow their focus. This prevents alienating prospective students by focusing on a specific program during introductory presentations.
For example, both Aeronautics and Astronomy students may be told that the school offers hands-on learning experience, but for a student interested in Aeronautics this means flying planes; for Astronomy, it means use of the observatory.
In summary, is there a stronger publicity and marketing emphasis on one college over another? The answer is no.