It began with news of The Bush Library being erected just steps away from SMU Boulevard. Then came a brand new basketball coach with a stellar reputation. Next construction of new dorms and buildings appeared. And most recently, a revamp of the curriculum that is supposed to breed the most intelligent students.
The past decade at SMU has included extraordinary growth and national recognition. A marketing push set in place in 2010 was the final piece in assuring SMU would be a nationally known, top tier campus by the end of the next decade. According to admissions data that push is working…sort of.
“The growth in applications over the last two years has been thanks to the momentum of the University in attracting talented students from across the country,” Wes Waggoner, SMU dean of undergraduate admissions, said.
Southern Methodist University released its 2012 admissions statistics on Sept. 14. In 2010, 8,239 students applied to SMU. By 2011, that number had jumped to 10,338 applicants, a 26 percent increase.
“In fall 2010 we expanded our reach through a campaign to emphasize the first step- to apply,” Waggoner said.
The campaign focused on making the application process easier and more accessible to students. SMU created an online application customized to the university, making the application process more personal, Waggoner explains.
“Personalization and customization is important,” he said. “It shows we care about the individual, and at SMU a student will have the opportunity to customize their experience. It’s not one-size-fits-all.”
This year application rates rose even further to 11,217 students, almost a nine percent increase.
Despite these increases in applicants, the number of students who actual enroll in SMU has decreased. In 2011, enrollment dropped by almost seven percent even though SMU increased admissions by 25 percent.
“I think students choose other schools over this school because it is not well known across the country. It is, in my opinion, a hidden treasure,” Kathleen Kappos, a sophomore from California, said.
But with new marketing strategies in place, SMU hopes to become as nationally recognized as some of America’s top universities.
“We’re not only competing with TCU and Baylor anymore. We compete on a national landscape with other top universities,” Waggoner said.
SMU marketing boasts the university’s cutting edge facilities and world-class faculty, Waggoner says. It is known as a small size school with vast areas of study with 175 majors and minors to choose from.
“It was explained as a prestigious boutique private university with endless opportunities,” Carlynn Ross, a sophomore from Florida, said.
But some students find that what they were promised by admissions counselors prior to enrolling is different than what they received once at SMU.
“I was told that my financial needs would be met, however, this wasn’t the case,” Ross said.
Kappos agreed.
“I think the financial aid and scholarships program is much different than marketed,” Kappos said.
After the 2008 economic crash, applications went down by a little more than two percent. Enrollment also fell, but was up again by 2010.
Student acceptances to other institutions also factor into students final decision about whether or not to attend SMU. Waggoner admits that sometimes SMU is competing against schools of a higher caliber and becomes a back up.
Location, though seen as a perk, can also be detrimental. Kappos says she felt SMU wasn’t as well marketed on the East and West coasts, but faired well in the Midwest and South. But with focused marketing, growing recognition and student interest, all that could change.
“I see SMU as an up-and-coming school that becomes more known and better marketed each year,” Kappos said. “I also see a bright future for SMU with the revamp of the curriculum, the new buildings on campus, and the excel of the athletics.”
