In this recession, with university endowments taking a hit nationwide, some schools are spending that extra dollar on rebranding efforts to attract ever more students—students (or their parents) who will be forking over hundreds of thousands of dollars. The latest example is American University, which, as the Washington Post reports, has decided to embrace its inner-wonk:
The school has handed out 3,500 free T-shirts imprinted with 18 slogans, including “Legal Wonk” and “Arts Wonk.” Ads have begun appearing at Metro stops and in local newspapers. And during alumni weekend in October, there will be a “Wonk of Fame” exhibit.
“We looked at what the word was doing in its current use,” said Teresa Flannery, executive director of university communications and marketing, “and we decided this is what we are.”
“We looked at what the word was doing in its current use,” said Teresa Flannery, executive director of university communications and marketing, “and we decided this is what we are.”
But aren’t there a fair amount of wonks also coming out of George Washington University and Georgetown? Not all students at AU are thrilled about this $675,000 PR stunt either:
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