As Tufts struggles to define itself, consultation with a marketing expert will only solve part of the problem which nags the elusively defined "Jumbo."
Though the ultimate goal of Tufts remains to be a commitment to superior higher education, administrators must sell their product to both the general public, as well as the academic community. The image which the University disseminates has a significant impact on the quality of programming, professors and student life.
The feat of being a Jumbo is something which is achieved both in and outside the classroom. As Tufts seeks to improve its image, it will be able to attract greater funding, renowned professors and better students. One of the most direct applications of this can be seen in the use of college admissions rankings for both graduate and undergraduate programs. Because many of these evaluations rely heavily on peer evaluation, an improved image would help to boost rankings.
But boosting an image is not solely a function of rankings - it extends to the quality of facilities and campus environment. Image is fundamentally a public relations tool, which is additionally improved through better facilities for everything ranging from athletics to research. This image enhancement places Tufts in a tight position, as it will force the University to be prudent in allocating current funds, as well as increase efforts seeking additional funds.
The people most involved in disseminating the image of Tufts are the individual students, faculty and administrators. Word of mouth is the most credible and contagious means of spreading good or bad news. Thus improving the quality of student life is as important as developing programming content.
Tonight marks one of the few events to which nearly every Jumbo has an attachment: the naked quad run. As the University strives to improve its image, it is through grassroots means such as this that students will have positive memories and spread the good word.
Working with a catch phrase is a good start for refurbishing our image, but this campaign must take a bottom-up approach as well. Everyone must take an active role in improving Tufts through continually striving to make accomplishments in academics, extracurricular activities and athletics. It will be through individual effort that we will see the glue which binds us all together: active, involved achievement. Through this we can truly present the general public with the image and reality of creative and analytical leaders of tomorrow.
