Oklahoma Postcard

Concrdia’s Post-WWII Growth

                This postcard was sent to prospective student Caroll Nessland and invites her to enter as a Concordia freshman in the 1960 Fall semester.  The postcard features the 1959 Concordia Theatre’s production of the musical Oklahoma and was sent by Myrtle Rendahl working as part of Concordia’s admissions department. The admissions department was busier than ever during this time period as they worked to accommodate the baby boom generation as they began to enter colleges across the country. Postcards like this were part of the school’s branding efforts and encouraged students to come and advertised what kind of school Concordia viewed itself to be.

                The admissions office at the time was managed by Myrtle Rendahl’s husband, J.L. Rendahl. J.L. closely followed demographic trends while recruiting and was able to keep the school as populated as the facilities would allow.[1] Myrtle played multiple roles within the admissions office acting as receptionist, secretary, tour guide, and den mother to the international students. The admissions department reached students by contacting pastors, using a new direct mail system created by J.L., which was responsible for the Oklahoma postcard, and by encouraging Cobbers to contact seniors from their home communities[2].  These efforts were extremely successful with the college’s population doubling from 1955-1970.[3]

                The college responded to this increase in enrollment by expanding its facilities and raised significant money from the government and banks to do so. This also required an increase in the number of professors causing some tension as the college tried to balance their devotion to Lutheran teaching and diversity.[4]  This change was one that reflected a more inclusive at Concordia and America at large.

                The '60s were a time of great growth for Concordia and colleges across the nation.  Thanks to the baby boomers, more people than ever were attending colleges and Concordia rushed to expand.  Recruitment campaigns like the Oklahoma Postcard were vital in encouraging students to join the school and they helped to sell Concordia as a small Lutheran school that appreciated arts and learning.  The need to expand facilities and the doubling of the student population seem to show that their message was successful.