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The newspaper of The Johns Hopkins University September 22, 2003 | Vol. 33 No. 4
Baltimore Collegetown Aims to Better Position City as College Town

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 site — — 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 graduation.

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 participating schools.

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 directions.

Baltimore Collegetown Network will update the Web site weekly.

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 years.

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 unlimited."

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 institutions.

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.


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