"The State University of New York College at Plattsburgh 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 ostensibly valued. Instead, they're looking to tap into grassroots appeal and word of mouth. The solution they came up with essentially offers a series of 'challenges' to students interested in SUNY Plattsburgh."