During last semester's photo shoot for the Brandeis viewbook, a few students were situated around a table in the Java City in the Shapiro Campus Center with cups of coffee and some magazines. According to Alexandra Perloe '06, one of the participants, when someone suggested holding a book, "the idea was turned down in favor of making the scene look more fun."According to Vice President of Students and Enrollment Jean Eddy, this directorial decision is part of a recent initiative to change the University's image in the eyes of prospective students. While Brandeis doesn't seek the reputation of a party school, it aims to emphasize the fun and social aspects of student life. Eddy said the advertisement campaign was prompted by the suggestions of four image consultants invited for this particular purpose. "You don't show that the students have fun," they told her.

The consultants were not the first to address Brandeis' serious image. This fall, when Brandeis was named one of the top 50 most competitive schools by Barrons, an alumnus was invited to write a portion about the University for the elite college guide. Eddy said when the alumnus was contacted, he asked, "Do you want me to say we're more of a party school than people think?"

Iska Blusztajn '05 agrees Brandeis does not exude a fun and social atmosphere. "When I go to other schools, I definitely notice the difference," Blusztajn said. "Maybe we're too cliquey for a good school-wide party scene."

Deirdre Mooney '05 said she believes Brandeis students have a reputation for not leaving campus enough." Still, she noted that "some of us do have fun. On the ski team we're known as a hardcore party school, although on campus its completely different."

With the collaboration of undergraduate admissions and the publications staff, the format of the viewbook and other admissions materials was changed in reaction to the prevalent views of Brandeis' life. It now includes many more action shots, which according to Eddy, show the fun and "quirky" side of the University. In addition, prospective students received postcards, which read "wish you were here."

Eddy noted, however, that Brandeis isn't looking to shift its reputation from academic rigor to that of a "party school," but rather to stress the latter in order to establish a balanced image. "People already know Brandeis students study a lot," Eddy said, "We want to show them a different side they might not see."
According to Robert Ferrin in the office of publications, "we will certainly continue to communicate the academic rigor of the University, as well as the importance of social activism. In addition, we will further explore the lighter side to life at Brandeis in the hope of conveying a more three dimensional image."

Director of Publications Cliff Hauptman '69 explained that the new angle on University advertisement is to show "students in social situations ... friends hanging out, sharing a cup of coffee." A comparison of the most recent viewbook with last year's reflects the product of the initiative. The cover of the 2003 viewbook is a playful display of Brandeis faculty, some of whom are holding up masks of famous personas. In contrast, the cover of the 2002 viewbook asks "What do you value?" and advertises concepts like "learning" and "truth" with "fun" and "passion" concluding the list.

The depiction of the biochemistry department is even more representative of the different approach to image advertisement. While the 2002 viewbook uses a serious photo of a teacher and students appearing deep in intellectual conversation, the more recent one shows a lab coat-clad professor engaged in a ballroom dance.
Hauptman said he feels it is important to include more fun photographs because national surveys have shown Brandeis to be low on the list of social universities. "It's a problem we had to address," Hauptman said. "It's a plus to be known for excellent academics," he said, "but part of college is also growing socially."
"One issue is that we're nine miles outside of Boston ... so your community is your campus. (That is why) we need to advertise the fun side," Eddy said. According to Hauptman, the viewbook is the best method for such advertising because "it is the main marketing piece for admissions, ... which, "rather than giving the nuts and bolts of information should convey the personality of a campus. Even without reading it, you should get a feel for whether the University is traditional, conservative or fun and quirky."

"Until fairly recently, Brandeis wasn't a very social school," Hauptman said. As a Brandeis alumnus, Hauptman said he recalls the University having a "strong reputation for being the place where bright and offbeat people. It had a very Maverick reputation ... and there's something about that image that's valuable."
But now, Hauptman said "we take it easy. We have great events like Pachanga and Louis Louis which show that we know how to have fun." Eddy said she agrees that the fun side is there, and "we just have to brag about it."

Students like Lauren Kaplan '05 are also optimistic about the Brandeis' current and future endeavours to improve the social life. "It's done a good job in improving the intellectual social scene with coffeehouses and concerts," Kaplan said.

Sharon Lewin '05 said she also notices the University's efforts. "To make up for not having a strong frat or party scene," Lewin said, "Brandeis tries to provide other venues for students to have fun so as to measure up to other universities."

Eddy said she believes the new approach to advertising the University will widen appeal. Hauptman said he hopes the viewbook suggests that Brandeis is an environment where you can "be yourself and become a productive individual." He added "people who get accepted to Tufts and Brown, for example, might be swayed to choose Brandeis. The student body won't necessarily change ... because this won't get applicants who wouldn't otherwise apply." But, both Hauptman and Eddy said it would influence prospective students in their final decision.

Blusztajn said she feels it is important to both maintain and advertise a balanced image. "If you want to go to a party school you go to a party school," she said. "But just because it isn't a party school, it doesn't mean that we don't want to have fun sometimes.