Nationally, people know little about Macalester. At least that’s what Mark Edwards, who was hired to do marketing research for the college, discovered after interviewing alumni.

Edwards, of the communications consulting firm Mark Edwards & Company, found that graduates identified with the college’s values, but they were frustrated that the school lacked visibility, especially on the East Coast.

“It’s easier when you are well known,” Edwards said. “Visibility attracts students, faculty, alumni and helps raise money.”

President Michael McPherson said the college senses that many families of high school students around the country either do not know of the college or know little about it.

“We'd like more students to be aware that we are a leading national liberal arts college in an unusually interesting metro area with great faculty, students and facilities,” McPherson said. “Our commitments to internationalism, multiculturalism and service in a framework of academic excellence are part of the message as well.”

Macalester is always trying to develop ways in which to market the school to emphasize these points and increase the prominence of the school. Edwards urged the college to develop a comprehensive strategy, suggesting that paid advertising be a part of this plan to increase awareness of the school.

Such advertising is rare in institutions like Macalester, and is more likely associated with community colleges and trade and technical schools. Some private schools, however, have reported great success after embarking on advertising campaigns-applicant pools and cash flow both increased.

The perfect opportunity for Macalester’s advertising debut arose in October when Kofi Annan was awarded the Nobel Peace Prize.

“We tried to come up with a way to honor Annan and show the world that he is one of ours,” said Director of College Relations Doug Stone.

Macalester placed two full-page advertisements in the paper and will soon place one more. The top half of the advertisement features a photo of Annan, a quote from his 1998 commencement address and congratulations from the college. On the bottom half, McPherson wrote about the importance of international education after Sept. 11.

“Our alumnus winning the Nobel Peace Prize was a once-in-a-generation event for the college, and we also believed that in the aftermath of 9/11, we had something to say about international education,” McPherson said.

Each of the advertisements, which together cost a total of $62,000, reached over 4.5 million people, Stone said. “The purpose was not to recruit or raise money, but that’s a nice side effect-we more or less just wanted visibility,” he said.

Macalester also put eight spots on National Public Radio to honor Annan, and 15 on Minnesota Public Radio. In addition, the college provided information to news services. After he was awarded the Nobel Prize, newspapers across the country published stories on Annan, often mentioning his connection to Macalester.

These advertisements, however, came about because of the event, and are not the beginning of a new advertising plan, according to Stone.

The college is still attempting to develop a “Macalester brand,” an identity to use to market the school, and a task force has been created to discuss the specifics of a college brand.

“We are trying to create a strategy that builds on strengths we already have,” Stone said. “We have to determine a way to become identified as a unique liberal arts school in the Midwest.”

Currently, McPherson said that the college spends very little on advertising. In a normal year the college spends less than $50,000 out of a $60 million budget. This figure does not include other marketing, such as admissions’ mailings, alumni mailings and the alumni magazine.

“The best kind of communication will always be ‘word of mouth’ - students and alumni - telling their friends about Macalester and their experiences here,” McPherson said. He added that the college will also be active on other fronts, McPherson said, including direct mail, the Web and e-mail.

“I think ‘paid media’ - i.e., advertising - is something we will continue to use very selectively and thoughtfully, when we think we have something to say,” McPherson said. “Don't plan on seeing Macalester ads during commercial breaks on Friends.”