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Campus tours provide an opportunity for colleges and universities to demonstrate the benefits of attending a particular institution. As a recruitment tool, tours are essential in providing context to students’ potential college experiences. Embedded in campus tours are non-verbal messages. One form of these messages are the physical artifacts such as posters in the hallways of academic buildings or furniture in study areas. By thoroughly examining physical artifacts found during the campus tour of an urban, Midwestern institution, this study considers messages conveyed to potential students and the implications of those messages for the university.