PAGE 2, CAMPUS CARRIER news September 2, 2010

Retention continues upward trend

Haley Van Stein
Staff Writer
Yearly Retention Rate
Berry’s retention rate of students has increased accord-
ing to data comparing the classes of 2012 and 2013. 79%
The Office of Institutional Research generated the stu-
dent retention percentage of the past year and came up
with some positive results. In 2008, Berry had an incoming 78%
freshmen class of 448 students, and 74 percent of the stu-
dents from the 2007 school year decided to return to Berry.
In 2009, Berry had an incoming freshmen class of 569. This
semester, Berry retained 78 percent of the class of 2013, pro- 77%
viding Berry with a 4 percent increase in its retention rate.
Andrew Bressette, Dean of Academic Services, attri-
butes this achievement to several factors. Bressette said 76%
the Financial Aid office has been a key player in helping
students to return to Berry, as many families are struggling

seCtIOn
with tuition costs in today’s economy. He said the office has
75% PAGe 2, CAMPUs CARRIeR
worked hard to ensure that every student gets the financial
aid they need to continue at Berry.
Another dynamic, Bressette said, is the small class sizes
and the personal attention that each student receives, 74%
allowing them to be more successful, especially in more
rigorous classes.
Sophomore Christopher Keene experienced some finan-
cial strain this year but he said this did not deter him from 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
finding a way to return and he still intends to finish out his
four years with Berry. largest campus in the world, but one of the most vibrant uses 11 objective factors that fall into five different catego-
“I love the closeness of community you feel at Berry and and thriving student populations as well. ries that range from student satisfaction to postgraduate
all the opportunities available to meet people and make According to the Forbes list, Berry College is ranked success. The Forbes list acknowledges that “…appearing
lasting connections. I was very excited to come back,” number 163 of the 610 schools that made the list. on [its] list at all is an indication that a school meets a high
Keene said. The Forbes list is a ranking of the best colleges in the standard.” Berry’s student retention rate rose significantly
With such encouraging statistics and feedback, Berry nation, “ranking only nine percent of the 6,600 accredited in the past year.
looks as if it could very soon not only boast of having the post-secondary institution in the United States.” The list

Firsthand Campaign Wins National Gold Medal in CASE Circle of Excellence Competition
From Staff Reports
Berry College has earned a national
award from the Council for Advancement
and Support of Education (CASE) for
“Experience it Firsthand,” a creative mar-
keting campaign developed in collabora-
tion with the Blue Sky Agency of Atlanta.
The initiative, launched in fall 2008, cap-
tured a gold award in the 2010 CASE Circle
of Excellence Contest, topping 11 other
entries in the Institution-Wide Branding
Programs category.
“We were extremely pleased to learn
of this recognition,” said Jeanne Mathews,
assistant vice president for public relations
and marketing. “It affirms our belief that
the ‘Firsthand’ campaign has been success-
ful in bringing the Berry story to life for a
21st century audience.
“Firsthand” places particular emphasis
on the hands-on nature of Berry’s nation-
ally recognized educational experience. It
encompasses everything from the amaz-
ing opportunities for outdoor recreation
available on the world’s largest college
campus to the personal interest faculty and
staff members take in the success of every
student. The “Firsthand” philosophy of
education is most evident in Berry’s Work
Experience Program, which guarantees
students the opportunity to complement
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their classroom education through a paid
position on campus.
“The ‘Firsthand’ brand is a consistent
and effective part of the language we use to
recruit students,” explained Brett Kennedy,
director of admissions. “The challenge to
‘Experience it Firsthand’ captures in a sim-
ple and accessible way those core elements
that are distinctive about the Berry College
student experience.”
The focus of the ongoing campaign was
identified through intensive research con-
ducted by Simpson Scarborough, a team
of nationally recognized marketing strate-
gists. Armed with the results of that study,
the Blue Sky Agency crafted a new tagline
that captured the essence of a Berry educa-
tion in three short words, “Experience it
Firsthand.”
Once the tagline was approved, Blue
Sky’s creative team collaborated with Ber-
ry’s Public Relations and Marketing Office
to bring the brand to life through printed
publications, electronic and Web based
communications, outdoor advertising and
other outlets.
Because the work program is such
a powerful differentiator for Berry, the
“Firsthand” message has been especially
effective when directed toward prospective
students. Despite the challenges posed by
a struggling economy, Berry welcomed one
of the largest first-year classes in its history
Buffey’s Tanning
& Style Salon
in 2009.
“We have seen the message resonate
with prospective students and parents,”
Kennedy stated. “As director of admis-
sions, nothing makes me feel better than to
see the ‘Firsthand’ message as the closing
words of an essay explaining why a partic- Firs
ular student wishes to attend Berry.”
tha
Although she is extremely pleased by
the positive recognition “Firsthand” has nd
generated for the institution, Mathews is
quick to share the credit with others on
the Berry campus and beyond who played
a critical role in bringing the brand to life.
“This has been a collaborative process since
the beginning,” Mathews said.
“From the initial research – which alumni and donors, raise funds for campus
focused on students, faculty, staff and projects, produce recruitment materials,
alumni, among other constituents – to the market their institutions to prospective stu-
creative implementation, we have con- dents, diversify the profession and foster
stantly sought input from other voices public support of education. The organiza-
in the Berry community. An incredible tion serves more than 61,500 advancement
group of diverse and insightful individu- professionals on the staffs of member insti-
als helped to shape the message, and I am tutions and has nearly 22,000 professional
pleased to see Berry reaping the rewards of members.
such collaboration.”
Founded in 1974, CASE is a professional
association serving educational institutions
and the advancement professionals who
work on their behalf in alumni relations, Cabin Log
communications, development, market-
ing and allied areas. CASE helps its mem- 2010 Yearbooks will
bers build stronger relationships with their
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