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Colleges are spending billions on marketing and advertising

WASHINGTON — It was the personalized emails that got Jadyn Turner to consider Catholic University when she was choosing a college. 

She still has them in her phone, along with a photo of herself holding up the Catholic University banner that came in the mail. Those and other inducements lured her to an open house at the business school, where she’s now majoring in entrepreneurship.

Even though marketing played a central role in her decision, however, Turner was surprised to learn the university, founded by U.S. Catholic bishops, is spending $5 million on a marketing and branding campaign and hiring five new marketing employees.

From Google ads to NFL sponsorships: Colleges throw billions at marketing themselves to attract students