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Administrative Gold and Lead
Comparing the materials coming out of the Athletics department and out of Admissions is an education in marketing. To understand that point, first savor this affecting, one-minute video about being a student/athlete at the College:
Lovely, don’t you think? We’re not going to admit to a tear in the eye, but in sixty seconds the film establishes a real connection with the viewer. Now read the leaden, cliché-ridden prose of Dean Maria Laskaris ‘84’s main Admissions webpage:
Are there any phrases in there that don’t land with a thud? “Learning knows no boundaries.” “This is your opportunity.” “The Dartmouth Difference.” “Define success your way.” Ugh.
But the topper is certainly, “The return on investment will be enormous.” Eleazer Wheelock must be turning in his grave. Is that the kind of thing that Admissions thinks will influence prospective students? Or will total applications fall by 14% again this year?
My father always says, “Sell the sizzle, not the steak.” The folks in Athletics understand that high school students fall in love with a school; Admissions thinks that a 17-year-old makes a rationale calculation. The latter observation is wrong in any circumstance: it is triply in error about the small College.
When Phil asks Dean of the Faculty Mike Mastanduno to assume other responsibilities, he might ask the same of Dean Laskaris. After her 27 years of plodding service in Hanover, it’s time for a change. We need fresh blood in Admissions, too.
Addendum: Neither Athletics nor Admissions use the phrase “Dartmouth College,” anywhere in these materials, though it does appear in tiny type in the copyright footer at the bottom of the Admissions page. Memo to everyone: Carol is gone.
Addendum: We’ve commented before about Admissions’ inaccurate and sloppy writing.
August 14, 2013
Breaking: Of Crips and Bloods and Memories of Ghetto Parties
History repeats itself, first as tragedy and then as farce, or sometimes it just repeats itself. From the New York Times on November 30, 1998: At Dartmouth College, white students at a ”ghetto party” dressed…
June 25, 2013
Dean of the College Charlotte Johnson’s War on Students Part (2/2)
Today’s post again recounts the events that befell the Freshman. However, the content of the Hanover Police department report reproduced in this space yesterday is supplemented by information from my own interviews, a review of…
October 18, 2009
When Love Beckoned in 52nd Street
We were at San Francisco’s BIX last evening, enjoying prosecco, cheese, and a bit of music. A full year of inhabitation in Northern California has unraveled to me no decent venue for proper lounging, but…
October 9, 2009
D Afraid of a Little Competish
So our colleague and Dartblog writer Joe Asch informed me that the D has rejected our cunning advertising campaign. Uh-oh. The Dartmouth is widely known as a breeding ground for instant New York Times successes,…
September 4, 2009
How Regents Should Reign
As Dartmouth alumni proceed through the legal hoops necessary to defuse a Board-packing plan—which put in unhappy desuetude an historic 1891 Agreement between alumni and the College guaranteeing a half-democratically-elected Board of Trustees—it strikes one…
August 29, 2009
Election Reform Study Committee
If you are an alum of the College on the Hill, you may have received a number of e-mails of late beseeching your input for a new arm of the College’s Alumni Control Apparatus called…