Umass/Amherst, Flagship of Higher Education
According to a blurb in PRWeek "The University of Massachusetts at Amherst is seeking PR support for an outreach effort to grow enrollment at the school."
More specifically, "the campaign is set to take place after the University completes a year-long project with qualitative and quantitative research to develop messages to improve perceptions of the institution. The university system hopes to increase enrollment by making it students' first choice as they pick schools ..."
Value of said contract? $450,000. Okay, nothing wrong with a little promotion I guess -- but $450,000!
I always thought that's why UMass/Amherst has an Office of News & Media Relations with a full time, year-round staff of seven with a combined salary expense this year of $451,628.
And that does not include John Kennedy, Vice Chancellor of University Relations at $222,784; Nancy Buffone, Public Relations Manager at $89,553; and Lisa Queenin, News Office Director of Community Relations at $69,596 or a total of $833,561. Including employee benefits and health insurance easily brings the grand total to well over a million per year.
And it's not like any of these folks are knocking themselves out over the summer.
Proud flagship Umass/Amherst has already made a major leap to "improve perceptions of the institution" by joining the town to combat off campus bad behavior by a tiny minority of their students. And that is something worth marketing.
But does it have to be so, um, expensive?