Arun sent our counselors a link to this video of Caltech’s annual Ditch Day. As he puts it, any student interested in Caltech can watch this video and know instantly if it’s the right school for them.

What if every college had a similar video featuring their happy students doing what they do, a unique video that could cut through all the collegiate marketing noise and show potential students what life on campus is really like?

Too many colleges try too hard to appeal to everyone. Their pitch seems to be that no matter what you might be looking for in a college, “We’ve got it!” But that only leads to meaningless marketing-speak on college websites, in their promotional materials, and from their tour guides.

Caltech’s video is a good reminder of just how powerful the message can be when a college has the confidence to be authentic, to appeal to those who are most likely to appreciate them, and to resist the urge to be all things to all prospective students.

Yes, embracing that focus might be easier for a school like Caltech, as they actually are different from pretty much every other college.

But colleges are inherently interesting places with equally interesting students inhabiting them. The branding experts, glossy materials, and tested marketing messages will never be as effective as celebrating the natural habitat that the students create themselves.