You will benefit. I can say that without knowing who you really are. In my last two columns, I've addressed why and how Dartmouth should go about building a potent brand. I've examined problems and suggested solutions. Today I'll explain a more powerful Dartmouth brand will benefit students, faculty, staff, alumni, and others. Voila, our benefits.
Group one: students. "Oh, you go to Dartmouth? Wow, isn't that like the best school in the country?" All right, so it sounds a bit pretentious, but if the Dartmouth name becomes more widely recognized -- and it joins the likes of Harvard, Yale and Princeton -- these words will become more frequently spoken. Besides the superficial reasons, there are more important academic benefits. We would attract more financial contributions, even better faculty and a more diverse applicant pool -- the whole academic environment would be richer. Right now Dartmouth ranks last in the Ivy League in the number of applications it receives at 11,853. That's 3,300 applications less than the second to last Ivy, Brown. I know we're supposed to be a "small college," but when we're dragging ourselves in last place, don't you think there's something wrong? The student benefit: more diversity, a richer learning experience.
Group two: faculty. Even though you are getting paid well compared to the national average, your wallets could be doing even better. Dartmouth professors rank second to last in the Ivy League in terms of compensation. Shouldn't professors at the Big Green have greener wallets? Let's step back for a moment. Money isn't the only benefit. Look at Harvard. "[Harvard's success] is because Harvard is a desirable place to be. There are incentives other than salary," says Harvard's Assistant Dean of Academic Planning Joe McCarthy. What might these other incentives be, if not money? Here's an idea: Harvard magnetizes professors with its image and brand. To teach at Harvard is an honor. That is not to say that the professors are better--but Harvard uses its muscle, its reputation and its brand to attract some of the best. The faculty benefit: more money, more pride, more diversity.
Group three: staff. Wow, where do we begin? If you were to start promoting the Dartmouth name, you would be catapulted into the special reserves of Rauner Library--your Dartmouth legacy would be enshrined. You would be the Daniel Webster of today. You wouldn't have to spend a dime and could improve the alumni contributions, grants, increase student diversity, and attract even better faculty. One could be high and mighty and say "only education matters." I agree, but we also have to tell people how good we are. Increasing Dartmouth's visibility takes a palpable vision. The staff benefit: (almost) everything will improve, including your vision and legacy.
Group four: alumni. Congratulations, Class of 1978. I hear you donated a record $14.4 million to the university coffers. That's a generous gift, and the more the better. By funding a Dartmouth branding effort one could increase the visibility of the Dartmouth brand, which would bring a significant increase in donations, far more than $14.4 million, according to another PR executive. An increased brand will ultimately make you look better. Dartmouth would have the prestige of (gulp!) Princeton. One senior Dartmouth professor told me of how his friend, a Dartmouth alum, was lured away when Princeton groomed his contributions. The alumni benefit: more prestige, more pride, more bang for your buck.
Group five: others. By increasing the visibility of the Dartmouth name, the "others" will benefit just by knowing about what a wonderful school we have here. More people will be willing to trek out to Dartmouth to speak. More students will apply. More parents will suggest Dartmouth to their children. More education scholars will look to Dartmouth for answers. The others benefit: the benefits are infinite.
Education matters. I am the first to admit it. Some say "forget branding," they prefer the "low-key" nature of Dartmouth. I like the low key nature too. But where do we draw the line between being low-key and being last? There is a way to increase the educational experience of Dartmouth without spending a dime. It's called branding. Let's start talking
