Tuesday January 3, 2012

A Daring Innovator

The University's chief recruiter of students is getting national attention for his innovation and success.

The Chronicle of Higher Education on Jan. 1 profiled Sundar Kumarasamy, vice president for enrollment management and marketing, for his innovative approaches to admissions that have created a bold, new brand for the University and have resulted in yearly admission successes.

"Higher education's global borders are eroding, and Mr. Kumarasamy's career proves that people's destinations often defy prediction. Twenty years after leaving his native India, the former engineer has become one of the admissions profession's most daring innovators, redefining recruitment at a Catholic college long defined by its modest style. He has greatly expanded Dayton's domestic and global reach, all the while earning a national reputation for dissecting data and embracing wild-card ideas," wrote senior reporter Eric Hoover, who covers admission and enrollment for the Chronicle.

"The Marketer and His Mission" traces Kumarasamy's journey to the University of Dayton from his native India and describes some of his innovations, including a redesign of Albert Emanuel Hall into a state-of-the-art visitor's center for prospective students and their families. The center emphasizes the University's mission to create a community of learners and encourages visitors to explore University life through engaging, interactive features. The Chronicle story includes a video of Mr. Kumarasamy discussing the huge, interactive, electronic "mission wall" that dominates the center.

Kumarasamy's recent innovations have included what's believed to be the world's first iPad viewbook, a video scholarship contest worth $50,000 and offering four years of free textbooks to students who apply and visit campus before March 1. In recent months, he's been interviewed by U.S. News and World Report, the Chicago Tribune and Forbes. com about the University's marketing strategies. Forbes.com featured the University of Dayton and Mercedes-Benz as "savvy marketers" who exemplify strong brand loyalty principles.

He was recently promoted to vice president for enrollment management and marketing with expanded responsibilities for University-wide marketing.

For interviews, contact Cilla Shindell at shindell@udayton.edu and 937-229-3257.

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