Brief History

Northern Arizona University (NAU) has been around since 1899, before Arizona was even considered a state. Formally known as “Norther Arizona Normal University”, Northern Arizona State Teachers College, Arizona State Teachers College at Flagstaff, Arizona State College at Flagstaff, and Finally Arizona State College,  NAU has shifted its mission throughout the years. (“History of Northern Arizona University Collection 1899-2000 History of Northern Arizona University Collection”) When The school was first founded, it was a teaching school, with it’s first graduating class being only four people. (“History of Northern Arizona University Collection 1899-2000 History of Northern Arizona University Collection”) Now, NAU is a space-grant public research university, touting its discovery of the astronomical bodies Eris and Sedna. It now has almost 30,000 students (28,090). (“Northern Arizona University | Data USA”)

Summary

This post will discuss NAU’s strategy for growing it’s student attendance in the modern day. NAU is looking for students willing to participate in research and internships, specifically in the field of astronomy, ecology, and genetics. The personalities that NAU is looking for from their students are problem-solving, inquisitive, and imaginative. The strategies NAU uses to persuade these kinds of students to attend are case studies and structure. Their home page features many case studies, including those of professors and alumni. Their website’s structure resembles a news channels website, featuring boxes of many stories with links leading to other pages.

Analysis

Among the block of case studies NAU wants you to click on, they include an interview with one of the alumni. They ask questions to lead her towards a positive remarks about the school. They begin the page with some of her background and then quickly dive into what resources NAU has offered her and how proud she is to be a lumberjack (NAU’s mascot). They don’t ask the question, “are you proud to be a lumberjack alumna?” They ask, “what makes you proud to be a lumberjack alumna” (“Helping Startups Thrive”) These leading questions make it easy for them to structure this case study in a way that leads the audience to the conclusion that they should attend this school.

After selecting the link titled “helping startups thrive” on the home screen, you’re led to an interview with alumna Diana White. She’s a well-rounded entrepreneur with much retail and sales experience and hosts a podcast. (“Helping Startups Thrive”) She obtained her Business Administration degree through NAU and speaks praises of the University. Her story is a perfect example of a non-traditional student with career ambitions attending a university because of the institution’s ability to offer students the resources to complete their degrees. White explains this by stating, “I had always wanted my degree and tried for many years to obtain it through a myriad of schools. There was never enough time, energy, or money to finish. NAU was a blessing as I was finally able to find an institution of higher education that fit all my needs and allowed me the opportunity to complete my degree.” (White, “Helping Startups Thrive”)In other words this alumna has tried other ways of getting her degree, but wasn’t satisfied until she tried NAU’s program because of the resources and flexibility it offers her. This case study tells its readers that they not only accept non-traditional students, but they want experienced, driven professionals to attend.

This case study is extremely effective because of her praises of the school and the time she’s committed in the past to complete her degree. They end the article with her accomplishment to make readers believe that NAU is how anyone, even people with established careers, can become more successful, because this is how she became successful. Right below the end of this article are more cause studies to click on, such as “Ian Mclein’s wild ride”, a story about a Disney executive’s journey, and “Bringing behavioral health resources to all”, a story about Alum Tad Gary’s participation on healthcare boards and as executive officer in Mercy Care. Most if not all of the links to articles one the site are interviews with successful Alumni. This structure choice is intentional and effective for showcasing why someone should attend NAU.

The Structure of not only the homepage but within most of the pages on NAU’s site resembles a news site. It features blocks of stories that include a photo and a striking title. Whoever wrote the site seems to be aware that it resembles a news article because above the stories reads a bold text that states,” UP NEXT…”, as if they were a news anchor about to announce the next story. Although the structure resembles that of a news channel, the content is very different, with the featured stories being very positive and uplifting. If the site associates it’s programs with positivity and success, then the reader will be more likely to associate NAU with positivity and success. Therefore, the reader will be more likely to attend.

The stories that NAU features seem to be very career focused. One of the descriptions under the article,” Boundless Compassion” states ,” Angie Golden’s nursing career has gone places, from helping patients in the Grand Canyon to testifying on Capitol Hill”. In other words, Golden not only got a successful nursing career because of NAU, but she’s traveled to a wide array of places and performed important roles in society. The word “boundless” implies that with NAU, graduates no longer have limitations.

Response

                My interpretation of the website is that NAU is marketing itself to students of all ages, especially if they’re career and technology driven. The websites did a good job of convincing me that successful people have attended this university, and therefore if I attend, I might become successful. Some of the quotations also showed me that people make a lot of connections there, which many people are looking for after being isolated because of the pandemic. The subtitle of the interview with Angie Golden reads, “A rewarding career supported by mentors and colleagues”. Golden explains,” The faculty truly became colleagues” (Golden) What I got from with statement is that the professors and staff treated the students as equals or that she rose to be more of a coworker than a student. Either interpretation of the statement leads you to believe that you would be taught in a collaborative and respectful environment. This immediately attracted me to the university because being talked down to never created a good learning space for me. An interactive program in which I could learn and serve my community is one that I would attend, which NAU has shown me they are.

It would be reassuring and encouraging to me if I attended because of the hope that I may become one of those success stories. I believe the University’s recognition of students’ achievements is a good thing and is indicative of a healthy learning space. The variety of careers they showcase in their case studies also shows that they are a well-rounded institution; with success stories in business, nursing, research, communication, and more. This shows me that everyone has a place at NAU and campus life would never get boring with the wide array of perspectives.

Sources

“Boundless Compassion.” NAU Boundless, 13 Apr. 2021, nau.edu/boundless/nursing-career-goes-places/.

“Helping Startups Thrive.” NAU Boundless, 4 Jan. 2023, nau.edu/boundless/alumna-helps-entrepreneurs/.

“Northern Arizona University.” Northern Arizona University, 2019, nau.edu/.

“History of Northern Arizona University Collection 1899-2000 History of Northern Arizona University Collection.” Www.azarchivesonline.org, www.azarchivesonline.org/xtf/view?docId=ead/nau/history_of_nau.xml. Accessed 25 Mar. 2023.

“Northern Arizona University | Data USA.” Datausa.io, datausa.io/profile/university/northern-arizona-university. Accessed 25 Mar. 2023.