Scott Friedhoff Named Vice President for Enrollment and College Relations

Nationally known leader in admissions and marketing to assume new duties Aug. 1

WOOSTER, May 24 – Scott Friedhoff, a nationally known leader in the field of college admissions and marketing, has been named vice president for enrollment and college relations at The College of Wooster. Friedhoff joins Wooster from Allegheny College in Meadville, Pa., where he serves as vice president for enrollment and communications. He will take up his new duties at Wooster on August 1.

Friedhoff will be responsible for all student recruitment, marketing, and communication efforts at Wooster, including the offices of admissions, financial aid, and college relations. He will report to President Grant H. Cornwell.

“Scott is one of the most experienced and accomplished professionals in his field,” Cornwell said. “He is an innovative thinker and collaborative leader who knows the competitive landscape of liberal arts colleges intimately. At Allegheny, he has been instrumental in developing a distinctive branding message and an integrated approach to enrollment management, marketing, and communication that has raised their visibility, strengthened their reputation, and helped them achieve consistent — and consistently improving — admissions, retention, and graduation results during his eight year tenure.”

“I’ve admired The College of Wooster from afar for decades,” Friedhoff said, “and I’m honored to be joining such a terrific, nationally renowned college, as well as a first-rate team of colleagues. It’s truly a humbling opportunity. My wife, Barb, and our sons, Matt and Andrew, are also excited about moving to Wooster. We have all been so impressed with the vitality of the city, the quality of the schools, and all the new opportunities for our family. We can’t wait to get settled in.”

Friedhoff’s newly created position replaces that of vice president for enrollment, which has been held by Mary Karen Vellines since 2007.

“Mary Karen has built a strong team in admissions, created a culture of excellent customer service, and raised Wooster’s visibility significantly among key high school counselors, having presented at more than 50 high schools on topics of college admissions and co-directing a summer institute for high school counselors” Cornwell said. “This fall’s entering class will be one of the largest and most diverse in Wooster history and promises to be one of the strongest academically.  I am extremely grateful to Mary Karen for all she has done to position us for further success. We all wish her well in her future endeavors.”

Friedhoff has led Allegheny’s enrollment efforts for eight years, as vice president for enrollment from 2002 to 2007, and vice president for enrollment and communications since 2007. In the latter role, he has pioneered the strategic integration of brand and message development, marketing, research, communication, admissions, and financial aid. Applications have increased 80 percent during his tenure at Allegheny, while selectivity, diversity, retention, and graduation rates have all improved significantly.

Prior to Allegheny, Friedhoff served as associate provost for enrollment management at Bradley University in Peoria, Ill., from 1996 to 2002, and as dean of undergraduate admission at Hamline University in Saint Paul, Minn., from 1991 to 1996. He began his career as an admissions counselor at Cornell College in Mount Vernon, Iowa, in 1979.

Friedhoff holds a doctorate and a master’s degree in higher education administration, both from the University of Iowa, and a bachelor’s degree in economics and psychology from Cornell College.

Friedhoff is a sought after speaker who has made scores of presentations to national and regional professional organizations on college costs, financial aid, and brand development, and is frequently quoted in the New York Times, the Washington Post, the Chronicle of Higher Education, and other national media on those topics.

The College of Wooster is an independent liberal arts college, nationally recognized for an innovative curriculum that emphasizes mentored, independent research. Each Wooster senior works one-on-one with a faculty adviser to create an original research project, written work, performance or art exhibit. Founded in 1866, the college enrolls approximately 1,800 students.