POPULAR NEW YORK COLLEGE REBRANDS
NEW YORK (January 5, 2012) – In a move to raise its profile and boost enrollment, Long Island University will now be known simply as “LIU.” Its six campuses will also use shorter designations, uniting them under the new LIU brand.
The newly branded LIU – with many alums from the Caribbean and still home to a large number of Caribbean and African American students – “will present the University in a more contemporary way,” according to long-serving President David Steinberg. LIU leaders believe the more catchy brand will enable them to take their rightful place in a crammed social media space.
The bold re-branding involving the entire university is also a departure from the past, when communication drives emanated from individual campuses and programs.
A consolidated, unified voice is unequivocal and a unifying force, declared Trustee, and alumnus, Stan Barshay, former president of consumer health care for Merck & Co., who leads the trustee committee shepherding the initiative.
“It’s critical to have a single message communicated to all of the constituents of the University – faculty, administration, alumni, trustees, parents, donors, high school counselors and the community at large. By speaking with one voice, we can engender a greater sense of pride,” Barshay says.
LIU has created a new campaign, the tagline of which is ‘Find Out How Good You Really Are’, encouraging all prospective students to attend LIU to discover their full potential.
The first phase of the $9.5 million advertising campaign features the success stories of recent graduates. Subsequent ads will feature faculty, and older alumni who have graduated from LIU and have achieved success in their professions.
The January launch will take the University’s marketing efforts to a new level. “We will seek to dominate the market for several months in both traditional and digital media, with the latter dramatically expanding our national and global reach,” Dr. Steinberg says.
“We are confident that this new approach will raise our institutional appeal among prospective students who seek to gain for themselves a higher orbit of opportunity, and will foster greater pride of affiliation within our network of nearly 185,000 living alumni,” Dr. Steinberg adds.
In its ninth decade of providing excellence in higher education, LIU is a multi-campus, diverse, institution of higher learning. One of the largest and most comprehensive private universities in the country, the university offers more than 575 undergraduate, graduate and doctoral degree programs and certificates.
LIU educates thousands of students in degree-credit and continuing education programs in Brooklyn, Brookville (LIU Post), Brentwood, Riverhead, and Rockland and Westchester (LIU Hudson). Other academic units include LIU Pharmacy (the Arnold & Marie Schwartz College of Pharmacy and Health Sciences), which prepares students for successful careers in the fields of pharmacy and health care; LIU Global, which provides a wide range of study abroad options at overseas centers in China, Costa Rica and India, and through programs in Australia, Ecuador, Peru, Taiwan, Thailand and Turkey; and LIU Online, which harnesses the latest technology to offer online and blended programs.
CAPTION: An example of LIU’s new campaign.