Position Paper #3 - Higher Education

Auburn University

When choosing a college to attend, I did not look far from Southern Arkansas University. After all, it is in my hometown, both of my parents attended the university, and my dad teaches courses on campus. Because I did not consider other colleges, I wanted to research universities that I would be interested in attending, other than SAU. Looking back, I received many emails from different universities during my senior year of high school. Notably, many of these emails were from schools located in Arkansas; however, I wanted to research a college out of state. I also wanted to discuss a university with which I was semi-familiar. With these things considered, I decided that I wanted to discuss Auburn University in Auburn, Alabama.

My dad attended Auburn University for graduate school; because of this, I got to drive through and look at the school when we visited one of his professors. I loved the campus and thought that the town was beautiful; however, I did not see myself going to school there. Regardless, the school does an excellent job recruiting students and has an effective public relations strategy. 

Besides sending high school students emails before graduation, social media is one of the primary sources where teens learn about a university. I received countless advertisements regarding schools on my Facebook for an entire year before beginning my college career at SAU. Auburn has a variety of social media accounts, including Twitter, Facebook, Instagram, and Youtube.  

Beloved traditions, world-class academics, life-changing research, community engagement, a stellar student experience & heart-pounding athletics.

It’s all these things, woven through all we do, that moves us upward—and forward.#WarEagle | #InAuburn

➡️ https://t.co/TRfHoPfn1w pic.twitter.com/qGeDEhWsV7

— Auburn University (@AuburnU) September 3, 2021

The university makes identical posts on Twitter, Facebook, and Instagram. On these platforms, announcements are made regarding events or activities happening on campus. They also highlight the accomplishments of some of their students. For example, on November 8, 2021, the university made a post about Auburn alumni Kelsey Barnard Clark. 

Although it is not highlighted on their website, Auburn uses Tiktok to advertise their sports teams. The university has TikTok accounts for their football team, basketball team, and an 'official' account for the Auburn Tigers. Although social media platforms such as Instagram and Facebook are effective, Tiktok is operative on its own. Young students can see what there is to do on campus and learn about Auburn's sports teams. 

@auburntigers

Welcome back students!

♬ original sound - Auburn Tigers

The university prides itself on its public outreach. According to its website, "Auburn University's outreach and engagement mission has been partnering with communities, businesses, schools, and government to help people meet their educational goals and to improve quality of life all across our state."

Auburn has multiple departments dedicated to public outreach. Some of these include AuburnServes, the Center of Educational Outreach and Engagement, and Outreach Global. According to Dr. Royrickers Cook, Vice President for University Outreach and Associate Provost: 

"The Auburn Creed says 'believe in Auburn, and love it,' words dear to me as a three-time AU alumnus and lifelong resident. Auburn University is a special institution, not only for me but for thousands more beyond campus, through our land-grant mission of Outreach. We engage with communities, businesses, and schools to help people of all ages meet their educational goals and improve their quality of life. Learn how you can be part of our exciting programs and 'make a difference,' too!"

Public service is the primary way a university can gain a positive reputation from the community. Manys students will look for a university solely by their service opportunities. It is also a way to advertise the school and discuss what the university offers with people in the community. 

Every year, the university honors a staff member who participates in "distinguished outreach contributions which exemplify the qualities and purposes of reciprocal and beneficial community engagement." The staff member is rewarded with The Auburn University Award for Excellence in Faculty Outreach. 

How Auburn advertises itself is also why it is effective at gaining student enrollment. Under 'student life' on the university's webpage, students can learn what makes Aubrun appealing. The school advertises that it was ranked #1 on Princeton Review's list of "Colleges with the Happiest Students (2020)", currently the school is ranked #17. The page advertises sports and fitness, arts and culture, and school spirit and clubs. Students must know how to get involved, and finding a school that allows them to do so affects their decision. 

The university also uses its traditions to advertise itself. Auburn attendees refer to themselves as the "tigers that yell 'war eagle." For those who have never heard of Auburn, hearing a school with a tiger as their mascot yell "war eagle" may seem confusing; however, it is all part of the tradition. During home game days, an eagle flies from the top of the stadium down to the field. 

Auburn does an excellent job at advertising itself to gain enrollment. Although I did not choose to attend Auburn, the school caught my eye. Of course, my interest was peaked because my dad attended graduate school there; however, it is a testament that alumni can be great recruiters for a university. If I were to choose a school other than SAU, Auburn would be at the top of my list. The university will continue to gain student enrollment because of Auburn's student life opportunities, outreach programs, and traditions. After all, it helps when you know how to depict yourself and gain an excellent public image.