University launches radio education and recruiting initiative

COLUMBUS -- The Ohio State University began airing this week a series of radio commercials and public service announcements to help inform minority high school students and parents about the university and college admission standards and guidelines. The collaboration involves the offices of Minority Affairs and Undergraduate Admissions and First Year Experience (FYE) with Radio One Columbus.

Over a 26-week period, listeners of WCKX-FM (107.5), WJYD-FM (106.3) and WXMG-FM (98.9) radio will hear messages that highlight Ohio State and include timely information regarding college applications, entrance exams and financial aid deadlines. Tips to help guide parents also will be communicated.

Mac Stewart, vice provost for Minority Affairs, said that a drop in minority student applications at Ohio State for autumn quarter 2004 made it critically important to reach out to interested students this fall in a broader and more direct way.

“Applications from African American students slipped 28 percent,” Stewart said. “As a university that places diversity among its core values, an immediate and more long term response was necessary.

“We want to be certain that students and their parents are prepared with the information they need to successfully navigate the college selection and application process, whether it is here at Ohio State or any other college of their choosing,” he said.

Ohio State administrators and African American students and alumni will be featured throughout the programming series.

Sophomore Cynthia Harris is one of the students featured in the messages.

“I have a passion for seeing my peers excel and I wanted to do anything I could to help out,” Harris said. “Making the decision to attend Ohio State has been such a positive experience for me because the environment has allowed me to create my own opportunities for learning and involvement.”

Mabel Freeman, assistant vice president for Undergraduate Admissions and FYE, said the biggest mistake a student can make is waiting until late in their senior year to get their college search underway.

“We don’t want students to find out in their final year of high school that they have fallen short of an academic requirement or filing deadline,” Freeman said. “It’s also important that students make campus visits and talk to faculty and students as early as possible.

“Parents play a critical role because there are so many factors to weigh and consider. What’s most important is that students find the right fit for them and apply.”

Radio One Columbus was selected from five stations that bid on the project.

Eric Troy, manager of the African American Male Resource Center and special projects for Minority Affairs, said the dynamics of urban radio play a key role in communicating to a select audience.

“Research has shown that urban radio is one of the key mediums used to communicate with the African American community and a primary source of information for urban teens,” Troy said.

“By partnering with Radio One, we want listeners to know that current students and alumni value a degree from Ohio State and understand the importance of this message registering within the African American community.”

General Manager Jeff Wilson said the initiative mirrors the station’s own goals.

“We view this as an opportunity to provide hope,” Wilson said, “Because students interested in going to college can, at the very least, receive the information and help they need to explore what is possible.

“To help give that hope and fulfill that dream is a tremendously honorable position to be in.”