The State University of New York College at Plattsburgh has hired an outside public relations firm, Media Logic, and settled on a Facebook campaign, driven by a custom-built application, as the primary means of marketing itself to potential students outside its traditional reach, Inside Higher Ed reports. The institution's goal is to augment its upstate profile with a new stream of applicants from New York City and Long Island, but officials felt that students would resist overt advertising--especially on social networking sites, where trust and authenticity are valued. Instead, they're looking to tap into grassroots appeal and word of mouth....

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