There is an absence of urgency at BU. While the lost decade plus of Glasser wreckage pushed the University into a decline and accelerated its poor positioning ….there is a fundamental lack of focus. What are the destination programs at BU ? Why does the business school bring in less than half the number of freshmen it formerly had ? Why is there no marketing in key target markets ? Why do I drive down I -294 expressway around Ohare and see billboard after billboard for university after university .SLU ….Marquette ….DePaul…..and never ever have I seen a BU billboard.
Anecdotally …my family members live on the North Shore and Naperville. Not one of my nieces and nephews or any of their friend circles considered BU for college. Now …the Naperville family lives in a town with five public highly regarded high schools and private Benet Academy..a stellar school as well. My three nephews knew no one who went to BU from Naperville….no one from their school sports teams, club sports teams or other circles. From a town of 150,000 people with a high family median income. A target rich environment….with no special focus from BU .
I appreciate the anecdotal nature of my observations….but unless there is a change …..the horizon is not great. Repositioning is a must.