2002-2003 Catalog cover

Erskine College Featured In Admissions Marketing Report

The cover photograph from Erskine's 2002-2003 College Catalog, showing the smiling faces of three Erskine students against the backdrop of the Daniel•Moultrie Science Center, was the cover photo for the May 2003 issue of the Admissions Marketing Report.

The issues's lead article, featuring interviews with Dr. Steve Sniteman, Erskine's Chief Marketing Officer, and Public Relations Director Jason Peevy, focuses on Erskine's in-house production of award-winning marketing materials and publications and the development of a clear marketing message for the 164-year-old school.

Admissions Marketing editor Bill Gregory asked Sniteman and Peevy about what he called "the secret to such a 'great oak from a small acorn.'" Sniteman cited the importance of teamwork.

"In setting up a small shop, you know from the start that everyone has to do more than one thing," Sniteman told Gregory. "We all try to learn particular skills to be able to do it all in-house. You hire a team, you don't hire managers."

Gregory also asked about Erskine's marketing strategy, which Peevy explained has moved from a fairly generic "pitching the attributes of a small private college" and even coming close to "apologizing for being a small college in a small town" to promoting these characteristics.

"Being more specific about ourselves was a bit of a risk," Peevy told Gregory. He said that once Erskine began sending a clear message emphasizing high academic standards, a Christian environment, and the school's rural surroundings, the school discovered prospective students who were searching for just such qualities in a college.

The risk Erskine has taken generated positive results. In addition to the awards the school has received for its marketing and publication efforts — from Admissions Marketing Report and others — Erskine attracted the largest freshman class in 30 years in 2001 and recorded the highest SAT average for an entering class in 2002.

Peevy expressed appreciation for the support Erskine's Board of Trustees has provided for the school's marketing efforts. "To make something like this work, you have to have buy-in from the top," he said.