According to the Higher Education Research Institute's Freshmen Survey, the top three reasons students give for attending college are:
1. To "learn about things that interest me."
2. To get a better job.
3. To be able to make more money.
If these are true, then it follows that students try to pick schools that help them achieve these (ahem*self-serving*cough) goals. The marketing question I'm curious about is, How much influence does an institution's slogan have on the decision process? Does a prospective student, fence-riding between colleges, read slogans like the following and make their decision?
"Your revolution starts here."
"Minds in the making."
"Grasp the forces driving the change."
"Where you're a name, not a number."
I don't remember my college's slogan, or if it had one, though if it did I suppose it could have played a small role in my decision. No idea. But if the topic of writing good college slogans interests you, check out this humorous article by copy-writer and teacher, George Felton (That's his book cover), and the Columbus Society of Communicating Arts from which the article came.