The task force, headed by Duke Provost Peter Lange, will explore ways to emphasize academic programs and new initiatives.
Lange said he would like the school's brochures to inform applicants about the programs Duke has added in the last few years, such as placing all freshmen on one campus. "We have not fully incorporated the substantial improvements of our academic programs (in brochures)," he said.
Lange said he hopes that presenting a fuller view of what Duke has to offer will help build a strong student body. "We want a student body which enjoys strong traditions and is also very intellectually engaged, not just intelligent," he said.
Lange added that -- among other things -- the university has created a more rigorous undergraduate program.
Despite a classic rivalry between UNC and Duke, UNC admissions officials said they have no plans to establish a similar task force.
Jerry Lucido, UNC director of undergraduate admissions, said many people know UNC has a good academic reputation, but they can not name any specific programs or reasons for the reputation. "Students had a very favorable view of the academic life and reputation but couldn't name anything specific," Lucido said.
He said academics and a diverse student body are the two aspects of UNC that recruiters use the most to attract the type of students school officials want.
"We have a place of high academic quality where it is okay to challenge ideas," he said. "We want a student body that enjoys a diversity of ideas and a balance of life."
Lucido added that administrators sent surveys to some applicants to examine how much people know about the school. "We continue to refine what we do to reflect our environment," he said.
