Marching band as a recruiting organization for the university: A case study

The purpose of this study was to examine if the reputation of a particular marching band aided in the recruitment of students to the entire university. Marching, band members (N=273) at a large four-year comprehensive university were surveyed in an attempt to answer this question. The survey was designed to investigate this specific question in comparison to other reasons that students might give for having chosen to attend this particular institution. Results of the volunteer survey asking the question, "Why did you choose to attend this specific university?" yielded these results: The top three reasons listed as number one were: "Reputation of a specific department", (34%), "To be a Marching " (20%), and "Reputation of the University" (15%). The top reason listed as number two in importance was: "To be a Marching_____" (25%). The top choices listed as number three in importance were: "To be a Marching_____" (22%), "Reputation of the University" (16%), and "Cost effectiveness" (13%). Finally, "To be a Marching _____" was the highest percentage response from across all three categories, #1, #2, and #3, at 67%: The most important finding of this report is that many students actually choose to come to a certain institution because of its marching band as was evident in this case study. Implications for music education are discussed in regard to student leadership opportunities within the organization. Further, from 5-8 students actually change their major to instrumental music education at the conclusion of their first year.