College Park launches branding campaign to retain students amid admission challenges

January 30, 2025 | Education, Energy, and the Environment Committee, SENATE, SENATE, Committees, Legislative, Maryland


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College Park launches branding campaign to retain students amid admission challenges
In a recent meeting of the EEE Committee in Maryland, discussions centered around the challenges faced by local universities in retaining students, particularly those who are not admitted to the University of Maryland, College Park. The atmosphere was charged with a sense of urgency as committee members acknowledged the need for a more effective approach to student recruitment and retention.

One key point raised was the alarming trend of students leaving the state for higher education opportunities after being denied admission to College Park. A committee member emphasized the importance of launching a branding campaign to highlight the quality education available at other Maryland institutions, such as Salisbury University and the University of Maryland Eastern Shore (UMES). "We have to do a better job of convincing students that they don’t need to leave the state to get an excellent education," they stated, underscoring the need for a shift in perception about local universities.

The conversation also touched on the complexities of the College Park admission process, which is described as fair yet highly competitive. With a limited capacity to accommodate a freshman cohort of 5,000 to 6,000 students, the university faces the challenge of managing high demand while ensuring that all applicants are treated equitably. Chad Munce, an institutional research expert, provided insights into the application data, noting that every county and high school in Maryland is represented in the admissions process, indicating a broad outreach to potential students.

As the meeting progressed, concerns were raised about the responsiveness of the admissions office to specific issues brought forth by applicants. Committee members expressed the expectation that when concerns are raised, they should be thoroughly reviewed to ensure transparency and fairness in the admissions process.

The discussions highlighted a critical moment for Maryland's higher education institutions as they navigate the delicate balance between maintaining high standards and expanding access to education. The committee's commitment to improving communication and outreach efforts signals a proactive approach to addressing these challenges, aiming to keep more students in-state and connected to the rich educational opportunities available in Maryland.

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