Education: Rah! Rah! SELL! SELL!

Big-time marketing techniques go to college

Why had student applications leveled off at Minnesota's small but academically topnotch Carleton College? Research by college officials revealed that high school seniors from warmer climes were shivering over the thought of Minnesota's winters. Prospects from the East Coast worried whether Carleton was prestigious enough; laid-back Westerners, on the other hand, figured the campus might be too formal. So Carleton changed its admissions pitch. Into a shiny, new brochure went a photo of skiing on campus. Those effete Eastern intellectual snobs got a letter filled with information...

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