Reena Lichtenfeld has been the director of Graduate Admissions and Enrollment Management at the University of South Carolina Moore School of Business -- International MBA (third tier on BusinessWeek's 2004 list of top MBA programs) for over six years. Before that, Lichtenfeld served as assistant director of admissions at Keystone College in La Plume, Pa.

Lichtenfeld says she's more impressed by a creative essay that tells a story than an extremely polished one. She recently spoke with BusinessWeek Online reporter Jeffrey Gangemi. Edited excerpts of their conversation follow:

Q: Have applications been up or down recently?
A: We have been consistent with the national trend, and applications have been down. We expect application rates similar to last year. But we are expecting a bubble from 2006 to 2010, when the demographic of 25- to 29-year-olds will be increasing.

Q: How do you weigh GMAT scores?
A: Our average is 627 for the incoming class, with the middle range falling between 550 and 700. We figure the GMAT scores in with work experience, as well as success in undergraduate academics. In the admissions process, we're essentially asking two questions: Will this person succeed academically at the Moore School? How well will they do in the job search afterward?

The GMAT is a good indicator of how well a first-year student at business school will do. When you look at how well they'll do afterward, you look at their work experience, as well as the quality of their recommendations, essays, and interview.

Q: Are interviews required?
A: We invite all accepted students to interview, which is a requirement for enrolling. We don't have any set formula as to how we weigh the interview in the total admissions process. We don't expect students to be perfectly polished coming in, but at the same time, we expect students to be able to express what they want out of the program.

Q: What do you try to learn about students from their essays?
A: We have a statement of career objectives, which is consistent from year to year. Then we have an international questionnaire, where we ask the following questions: What kinds of international experience have you had? Describe a time when you helped to build enthusiasm in others. Describe a project or event on which you worked and are particularly proud.

I've seen some really creative answers to the one about building enthusiasm in others. We recently had an applicant who had just finished the Peace Corps. He described his placement community in Thailand where the women didn't express themselves openly. He was trying to improve the economy in the area, and he knew he had to bring these women out of their shells to get their participation. So, he organized a day of teamwork exercises, including three-legged races and the like.

He succeeded in creating an enthusiastic environment, and communication lines opened. Conversation gradually turned to the state of the local economy, and the women decided to use their local resources to manufacture soap. The volunteer helped them create a successful business. That was one of the best answers I've seen.

Q: Is international experience a prerequisite for gaining admission to Moore?
A: The Moore School MBA is an international program. We need to know your concrete reasons for wanting to pursue international business. It's not a requirement to have worked or lived abroad. However, some of the more interesting conversations I've had are with returned Peace Corps volunteers. I've learned that much of what they do in local communities naturally incorporates rudimentary business skills.

There is no magical formula in terms of the type of work experience you should have. I see varied experiences in our applicants -- from general management to the fine arts. The important thing is for the experience to be balanced enough to attract corporate employers.

Q: What are some ways an applicant can stand out from the crowd?
A: If I meet them in person, that's going to make a real impression. Another way that they can stand out is to write creative essays. Telling a good story is certainly a way to set oneself apart.

Q: What is the culture like at the Moore School, and what kind of student fits in best?
A: The atmosphere is much more collaborative than competitive because most of our students have such varied interests that they are rarely in competition for the same jobs or internships. About 25% of our students are international. About 80% have some kind of international experience.

There's an eclectic mix of cultural interests, which adds a lot of richness to life here. We also sit at the University of South Carolina, a large public university with big-time football, baseball, and basketball. There's also a $45 million fitness facility to which students have access.

Q: Are you trying to increase your enrollment of international students?
A: Over the last several years, our percentage of international students has decreased from 35% to 25%. We'd like to get our international enrollment back to where it was, if not higher. We've seen a decrease in applicants from Asia in particular. The September 11 terrorist attacks, as well as the growth of European and Asian MBA programs, have had an impact.

Q: Would you like to increase the number of women in your program?
A: It's important for us to make every effort to attract women to business schools, but I think much of the increase will happen on its own. At this campus, 54% of our undergraduates are women. The number of women going into business has grown. Moore Business School is named after Darla Moore, the CEO and president of Rainwater Corp. She initially gave the school $25 million, as well as an additional $45 million. That was the largest donation by a single donor at the time. She gives us something of a heritage.

Q: How are you expanding your international programs?
A: We started an executive MBA program in Guadalajara, Mexico. It's still small -- 16 students. As part of our IMBA program, students can do an exchange or study abroad, so we have relationships with schools in France, Denmark, Spain, Mexico, Australia, the Netherlands, and more. We also have a partnership with a school in Vienna.

Q: What about fellowships?
A: Our fellowships are open to both domestic and international students. At one time, we had 35 Darla Moore fellowships, two of which have since been earmarked for returned Peace Corps volunteers. We enrolled 108 students into our program last year, and 72% of them have financial awards of some sort. We also give fee reductions and work grants to those who qualify.