October 16, 1997
-Jill Walker/Sun Staff Writer
Redlands - A class ring advertises the University of Redlands, but the words with that ring are what sets Whitehead College apart.
"The university that created a non-invasive blood test," reads the newspaper ad.
Whitehead has a new marketing strategy this year.
"The message is one of accomplishment," said Mike Kraft, dean of admissions at the college that offers evening programs for working adults on- and off-site.
The blood test in the ad was invented by a former Whitehead student who worked for a medical devices company. Another ad with a varsity jacket lauded a paramedic student who reduced the response time for a fire department.
The ads by the Santa Monica-based Miller Group, which the university hired in the spring, tout student accomplishments.
Gone are the generic college ads with a picture of a student and a headline that said: "Thinking about Going Back to School?"
The university hopes a continued relationship with the marketing firm can help a lasting image in a competitive market. The university needs to maintain the 2,200-student enrollment for Whitehead students to stay within budget. In the works is a financial aid packet or student tuition discounts.
"My hope is that we build an image for the university that's distinctive and builds an awareness over time," Kraft said.
When Whitehead was founded 20 years ago, the competition was meager as working adults had fewer options for continued education. Today, 45 percent of all college students are over age 25, according to The College Board, and more colleges cater to a worker's schedule.
"The competition is getting keen," said Carol B. Asianian, director of the office of adult learning services for the board.
Many of the country's 3,200 colleges - including 1,200 community colleges - offer continuing education programs, adult education centers and evening extensions, she said. Combined with the fact that 40 percent of working adults take day courses and many colleges offer courses via the computer and television, there are a lot of opportunities.
"It's a market that has lots of options and a big complexity of programs," Kraft said.
Pepperdine University, Chapman College in Orange, National University in San Diego, University of La Verne and University of Phoenix are Whitehead's big competitors.
Michelle Onoda of Thousand Oaks had her choice when she returned to school for her master's degree in business administration.
"You now have so many schools vying for that market," said Onoda, who finished the Whitehead program in March 1996 through the Woodland Hills satellite.
Onoda, who remains active in the Whitehead Leadership Society, said she chose U of R after checking with professionals in the business, as well as talking with the university directly.
Whitehead offers courses through regional centers in Irvine, San Diego and Torrance, an Ontario facility and another 25 or so satellites throughout Southern California. Enrollment hovers between 2,200 to 2,400 students.
"We'd be happy to maintain that enrollment," said university president James R. Appleton.
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