Universities are turning to more aggressive public relations campaigns to recruit students as the declining birthrate pushes the number of university applicants to equal the number of available enrollment berths.
The methods of getting the word out include nationwide television commercials, new mascots and image enhancement campaigns commissioned by advertising agencies.
Senshu University in Chiyoda Ward, Tokyo, launched a nationwide TV advertising campaign from April. In the ad, library bookshelves are shown along with captions that allude to books as if they were boyfriends. "I fell in love and became fascinated with him. But I've encountered another book by fate," one caption reads. Senshu has four other variations on this theme, including one that takes place in a classroom.
According to the university, several other universities air commercials in limited areas, but the nationally broadcast commercial is a first for a university.
The commercial, with its quiet and calming images, also is trying to change the university's masculine reputation. The university's public relations office said, "We'd like women especially to know that our university has changed from 20 years ago." The commercial airs during evening news broadcasts, which are predominantly viewed by women.
In 2004, national universities became independent administrative corporations and given freedom in their management. The universities began experimenting with various forms of public relations to prepare for the time when applicants would equal enrollees. The moves have in turn influenced private universities.
Universities that have consultant contracts with advertising firms also are on the rise.
Ten universities, both national and private, had contracts with Hakuhodo Inc. in Minato Ward, Tokyo, as of the end of fiscal 2006. In fiscal 2004, only two universities had contracts.
Hiroyuki Takeda, Hakuhodo's university public relations head, said, "Universities that don't have well-cultivated skills in public relations are asking us for help."
Tohoku University, which has had a contract with Hakuhodo since the 2004 academic year, said it tried to publicize its excellent professors who are not well known among the public, as well as tout the potential of its scientific research.
A newspaper advertisement on one of the university's seminars carried not only content of the seminar, but also interviews with top professors with world-class achievements as well as graduate and writer Hideaki Sena and fiction writer Makiko Uchidate, who also manages the university's sumo club.
Keio University in Minato Ward, Tokyo, invited Eiichi Okubo, head of advertising at an affiliate of Shiseido Co., to become the university's public relations office chief last August to boost the institution's public relations know-how.
Meiji University in Chiyoda Ward, Tokyo, created a new mascot called Meijiro, and Shizuoka University is distributing to high school students mobile phone straps and pens with its own mascot, Shizuppii, whose symbol is Mt. Fuji.
Nobuaki Kamei, a representative for a comprehensive research institute of higher education, said: "Universities can't secure students unless students become interested in them. The management of universities will need to rely on public relations methods."
(May. 28, 2007)
http://www.yomiuri.co.jp/dy/national/20070528TDY03003.htm
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