Friday, October 22, 1999
Miami works to boost minority recruitment
BY RANDY McNUTT
The Cincinnati Enquirer
OXFORD — Miami University's increased efforts to recruit minority students started this week with a multimedia campaign in Cincinnati, Dayton, Columbus, Cleveland and Indianapolis.
A new program, Multicultural Opportunities for Reaching Excellence (MORE), includes radio and television spots, billboards and a video featuring Miami's minority students.
The campaign is a part of Miami's effort to recruit a more diverse student body.
“Students from minority populations need to know they will be welcomed at Miami University,” President James C. Garland said. “Our goal is not only to make sure they are welcome, but to make sure they succeed.”
In the last decade, minority enrollment on the Oxford campus has almost doubled, from 639 students in the fall of 1988 to 1,209 in the fall of 1998, said David Thomas, a university spokesman.
He said 66 percent of Miami's minority students graduate in six years. (The national average is 42 percent.)
Reaction to Miami's plan has been positive, Mr. Thomas said.
The steady increase in Miami's minority-student numbers pleases Harold Brown, associate director for multicultural admissions and enrollment.
But he said the school can do better.
“There has been progress in recent years, yet we know lots of work needs to be done,” he said. “The MORE campaign is designed to enhance Miami's name recognition and image in minority communities, as well as to convince prospective students of color that Miami can be a tremendous opportunity for them.”
Miami's diversity plan calls for a 10 percent multicultural student population by the fall of 2003. To help, the university has hired MYCOM Advertising, a minority communications company based in Cincinnati.
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