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‘I am Miami’ — new recruitment effort targets multicultural students

The broadest effort yet to recruit multicultural students at Miami begins this week in Cincinnati, Dayton, Columbus, Cleveland and Indianapolis.

MORE, Multicultural Opportunities for Reaching Excellence, begins with a multimedia campaign that includes radio and television spots, billboards and a video featuring current Miami students of color. The media campaign is part of a universitywide effort to identify, recruit and enroll a more diverse student body.

"Students from minority populations need to know they will be welcomed at Miami University. Our goal is not only to make sure they are welcome, but to make sure they succeed," President James C. Garland said.

Minority enrollment on the Oxford campus has almost doubled in the past 10 years-from 639 students in the fall of 1988 to 1,209 in the fall of 1998. Furthermore, 66 percent of Miami’s minority students graduate within six years. The national average is 42 percent.

"There has been progress in recent years, yet we know that lots of work needs to be done," said Harold Brown, associate director for multicultural admissions and enrollment. "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."

MORE is a direct result of Miami’s 1998 Diversity Plan, which calls for a 10 percent multicultural student population by fall 2003. MYCOM Advertising, a minority communications firm in Cincinnati, developed the campaign with Miami staff members.

Date Published: 10/21/1999
Volume: 19   Number: 13

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