The Baltimore Collegetown Network — a consortium
of 13 colleges and universities, including Johns Hopkins
— is launching a three-year marketing campaign to
better position Baltimore as a college town.
Under the banner slogan "Unexpected, Unmatched,
Unlimited," the marketing initiatives include a new Web
www.baltimorecollegetown.org — and a magazine,
both unveiled Sept. 17.
Baltimore Collegetown works to attract future college
students to the city, enhance the academic and social lives
of the 100,000 students currently enrolled here and promote
Baltimore as an ideal place in which to live and work after
The Web site provides information about Baltimore and
its colleges for prospective students and their families,
current students and recent graduates. High school students
planning college visits, for example, can secure hotel
accommodations, get recommendations of where to eat and
what to do and contact the admissions departments at the 13
Additionally, the Colleges section provides a
description of each school, a link to its official Web site
and quotes from students about how they use Baltimore's
resources, along with some recommendations. Information
about restaurants near each campus is in the Eats section.
In Hot Tips, current students and recent graduates can find
discounts to destinations, restaurants and nightclubs.
Upcoming Events provides a calendar, complete with
Baltimore Collegetown Network will update the Web site
The magazine, Baltimore Collegetown: Unexpected,
Unmatched, Unlimited, is targeted to prospective students.
Each participating college and university will receive
10,000 copies to send to prospects and their parents, as
well as to high school guidance counselors. Campus visitors
and newly enrolled students also will receive a copy.
Baltimore's offerings are highlighted in nine areas,
including Eats, Nightlife, Shopping, Sports & Recreation,
Excursions and Internships. Additionally, Neighborhoods is
designed to encourage college seniors and recent graduates
to live and work in Baltimore beyond their college
Debra Rubino, president of the group's governing
board, said, "Baltimore is culturally rich, affordable and
offers a fascinating mix of neighborhoods and lifestyles.
This [marketing initiative] will not only help to increase
enrollment at our partner institutions but will also be the
first step in work force development. It is essential for
the Baltimore community to prove that it offers
opportunities that are unexpected, unmatched and
This marketing initiative is supported by the
Baltimore Community Foundation, Goldseker Foundation,
Greater Baltimore Alliance, Whiting Turner Contracting Co.
and the 13 partner Baltimore Collegetown Network
Members are Baltimore Hebrew University; College of
Notre Dame of Maryland; Coppin State College; Goucher
College; The Johns Hopkins University; Loyola College in
Maryland; Maryland Institute College of Art; Morgan State
University; Towson University; University of Baltimore;
University of Maryland, Baltimore; University of Maryland,
Baltimore County; and Villa Julie College.
The campaign stems from an awareness that the image of
Baltimore was unclear in the minds of many people, both
inside and outside the city. This perception was confirmed
in a Baltimore Collegetown survey of students now enrolled
locally. Conducted online, the survey drew responses from
more than 1,500 students; the results guided the content
selection for the Web site and magazine and will serve as
the foundation for creating future programs to enhance
student life and awareness in Baltimore.