Q: What's the latest on SU's branding initiative?
A: A large crowd of faculty, staff and students gathered in Campion Ballroom on Dec. 4 for a community briefing on Seattle University's new brand strategy and concept.
President Stephen Sundborg, S.J., and Vice President for Communications Scott McClellan kicked off the briefing by providing context. Father Sundborg said the initiative was important for enrolling new students, supporting the upcoming capital campaign, galvanizing the university's alumni and truly being perceived as Seattle's university. "This is the right time for us to be doing this," he said.
McClellan said the initiative was intended to "awaken the sleeping giant that is Seattle University. We have a great story to tell. We all want more people to hear it." He added that the development of the brand was "a very data-driven process," involving numerous focus groups with students, faculty, staff, alumni and supporters, as well as phone surveys with more than 700 prospective undergraduate and graduate students.
From there, 160over90, the agency with which SU is partnering on the initiative, took over and shared the findings from what they call the "discovery" phase. While their research yielded a storehouse of valuable information, the agency used their limited time at the briefing to focus on the most important takeaways. For instance, the findings affirmed that many of SU's core attributes-such as its commitment to social justice, diversity, inclusiveness, creativity, and forward-thinking education-are the same qualities being sought by a significant population of prospective students.
Also identified in the research were some significant gaps between how SU is perceived internally by those of us who know the university well and externally by those outside the university. The gaps are particularly pronounced when it comes to familiarity with the high quality of SU's academic programs.
Other findings showed that while SU's students are receiving the kind of academic experience that is expected from the Jesuit educational experience, externally speaking, there is a lack of awareness on the meaning and impact of Jesuit education.
In the agency's view, these and other findings suggest that the university has a chance to make a really strong first impression with many new populations, including prospective students as well as potential community partners and donors. They presented the following as key opportunities for SU: capitalize on our strength as a forward-looking university and our location in an urban hub; bring more awareness to our rigorous academic program; differentiate ourselves as a Jesuit university; and own Seattle.
After presenting the research, 160over90 walked the attendees through the brand strategy and concept, making it clear that "proofs of concept" they shared were sample ideas of how the new approach could look in practice, and that specific executions had yet to be developed. The real executions will be prioritized and developed over time as the initiative now moves into the "build" phase.
The conceptual ideas presented included samples of print collateral such as view books for prospective undergraduates; marketing materials for graduate students; digital content targeted to students, alumni and potential donors; outdoor signs; and even some apparel. They provided a number of intriguing options for highlighting the university's commitment to social justice, as well as the Youth Initiative, and for better engaging the university's graduates.
During the Q&A segment, campus community members responded positively to the brand concept with some faculty, staff and students sharing ideas to consider as it is implemented.
McClellan said the feedback will help inform the executions, and that the Brand Leadership Group looked forward to the continued participation of students, faculty and staff as the initiative moves forward. He also underscored that the strategy and concept are just the beginning of what will be a multi-year effort expected to include, among other facets, an ongoing visibility campaign.
The next steps in the immediate future include establishing brand guidelines in addition to beginning to develop priority executions. Brand camps are being planned for winter quarter so that the faculty, staff and students who will be most directly involved with SU's brand can immerse themselves in the guidelines and strategies in order to help carry the effort forward.
Q: What's the story on the new greenhouse at 1313 E. Columbia?
A: The structure replaces the old greenhouse, which was located on top of the Bannan Building, explains Grounds Manager Shannon Britton. Most intriguing about the new 450-square-foot structure is that it will serve both academic and operations needs for the university, with the space being shared by Grounds and Biology. The greenhouse, which was dedicated on Nov. 18, is particularly valuable for Michael Zanis, a newly arrived plant pathologist in biology, as he and his students will be able to conduct experiments as part of their plant physiology and taxonomy courses. Some of the research will concern the environmental impacts on plants. As for Grounds, they will use the space for starting and maintaining campus plant collections as well as testing out new species for growing in our climate. "Grounds and Biology look forward to sharing the space and learning from each other through interaction and possible combined projects," said Britton.
Q: What do I need to do for Open Enrollment?
A: Open Enrollment for your 2014 benefits program is underway and will continue through Friday, Nov. 15. With significant adjustments made to healthcare benefits in recent years, it's important to carefully study all of your options and select the best insurance coverage for yourself and your family.
Here are some recommendations from Human Resources:
Q: What is the new name of the community room in the Admissions & Alumni Building?
A: The community room in the A&A Building is now named the Stuart T. Rolfe Community Room. Pictured here with SU President Stephen Sundborg, S.J., Rolfe is a 1978 graduate of Seattle University School of Law and a member of the board of trustees. The Rolfe Room was recently dedicated in gratitude for his generosity and service to the university.
Photo by Nicole Baum, ZipZip Studio
Q: What's new, shiny and now in every academic building and residence hall?
A: The new metal food waste + compostables, recycling and trash bins. This means each building has at least one food waste + compostables bin inside in a public area. The bins replace the ugly, old, gray bins. Learn more here.
Q: What is Microsoft 365 and how is it relevant to Seattle University's students and alumni?
A: Microsoft Office 365 is a secure, cloud-based service portal that hosts web versions of popular Microsoft applications, such as Exchange e-mail, Word and Excel. Seattle University has built a new custom Office 365 environment to host all SU student e-mail accounts, says Matt Byers, systems administrator in the Office of Information Technology. "Students and alumni will benefit from 50 GB e-mail quotas and lifetime access to their SU e-mail account," he says. "Active students (students enrolled in classes) will also have access to web-based versions of Word, Excel and PowerPoint, and online data storage--all for free!"
Alumni accounts are already migrating to Office 365, and active students will begin migrating later this quarter.
Q: Why is the School of Law on a semester system when SU's other schools and colleges are on quarters?
A: While many of us on campus are clinging to the last few shreds of summer, our colleagues in the law school have been back at it for a few weeks having begun their fall semester in on Aug. 26. The School of Law, which was on a semester system when they were part of the University of Puget Sound, opted to maintain that academic calendar when Seattle University assumed sponsorship of the school in the mid-1990s. In fact, the majority of law schools in the country are on a semester system; only a handful are on quarters. One reason is that law students and professors benefit from having 14 weeks to cover the course work. The semester system also allows graduates of the law school two months to study for the state bar exams, which are held in late July.
Thanks to Matt Byers in the Office of Information Technology for posing this question, and to Leann Wagele in the law school for the answer. If you have a question for Answer Me This, please send it to firstname.lastname@example.org.
Q: How many air filters on SU's campus are changed out yearly?
A: Approximately 4,500 air filters are changed out every year by Yang Kim, HVAC technician in Facilities Services, and his crew in the mechanical shop.
To illustrate just how many filters we're talking about, the list of needed replacements is held up alongside the 6'9" former SU basketball player Louis Green, center, who appears here with fellow 2013 graduates Duffy Stein (left) and Charlie Douglas.
Most of the filters are replaced over the summer, spring and winter breaks. The 4,500 on this list don't include other filters (fuel, etc.) that are also replaced on a regular basis by Facilities staff.
Now that's the unfiltered truth!
(Photo courtesy of Mike Mullen, Facilities Services)
Q: How much material was removed from the Engineering Building's rooftops to make way for the new roofing system?
A: A little more than 70,000 pounds of rock/material were removed from the building's rooftops, which took about two days. "The building stands up taller now," said Kavik Frol, assistant project engineer of energy projects in Facilities Services. Frol said that the gravel roof system was very difficult to repair. The new roof, which is referred to as a Modified Bitumen system, will be much easier to maintain.
Q: What is SU's branding initiative about?
A: Seattle University has undertaken a university-wide initiative to bring greater clarity and impact to the telling of our story, who we are, what we stand for and how we position ourselves as an institution.
The effort is being led by the Brand Leadership Group, which has selected 160over90, a branding agency with significant experience in all sectors, including higher education. Based in Philadelphia with a west coast office in Newport Beach, Calif., the agency has worked with such institutions as the University of Notre Dame, UCLA and the University of Dayton.
Representatives from 160over90 visited campus in May for a two-day immersion in which they met with faculty, staff, students, administrators and trustees to gather information on the university. The agency will next conduct external research. Those findings, the feedback from their visit and other research and studies on the university that have already been completed will lay the groundwork for the new branding initiative, which is expected to roll out in late fall.
The initiative will focus particularly on prospective students, and its timing is well-suited to the university's upcoming capital campaign, said Scott McClellan, vice president for communications. "We are grateful for all the time that members of the campus community have invested in this initiative, especially when 160over90 visited last month. We have a great story to tell; we just need more people to hear it. This is the first step."
McClellan added that the Brand Leadership Group is planning to offer opportunities for faculty and staff to be involved in the roll-out of the initiative when it is introduced this fall.
In addition to McClellan, the Brand Leadership Group includes Marilyn Crone (Vice President for Enrollment Management), Mary Kay McFadden (Vice President for University Advancement), Melore Nielsen (Dean of Admissions), Bill Ehmann (Associate Provost for Research and Graduate Education), Barry Mitzman (Professor of Strategic Communication in the College of Arts and Sciences), Matt Isaac (Assistant Professor of Marketing in the Albers School of Business and Economics) and Marketing Communications staff, Francesca Lukjanowicz (Director of University Marketing), Mary Olson (Brand Design Director), Eli Christopher (Web Marketing Manager) and Mike Thee (Online Editor).
Q: What does it mean to be an "honored retiree?"
A: Honored retirees are "employees with 15 or more years of full-time service at age 55 or older who, in the sole judgment of the (u)niversity, performed his/her duties in an exemplary or outstanding manner and who exemplified the (u)niversity's mission, vision and values during his or her service," according to the official university policy. To be recognized as an honorary retiree, the staff member also must voluntarily resign for the purpose of retirement and not go on to work at another institution of higher learning.
In addition to recognizing outstanding service, the policy is intended to encourage an ongoing connection to the university and includes the following:
Honored retiree status is based on nomination of the retiree's dean or vice president and concurrence of the provost or executive vice president. Nominations will be submitted to the president for his consideration.
This year's honored retirees are Jim Adolphson (Finance and Business Affairs); Carol Brown (Campus Housing Custodial); Mary Carpenter (Albers School of Business and Economics); Jane Grossman (School of Law); and Sue Hogan (School of Theology and Ministry).
Q: What happens to the leftovers from the Faculty and Staff Appreciation Celebration?
A: The food not eaten at the celebration is donated to St James for the free meals they serve to the homeless and hungry. Among other factoids related to the event--this is the first year the university is offering items from the Campus Store to service awardees who are celebrating milestone anniversaries of 10 years and up. Favors for the event are being provided by a local company, B-Bam, and made in Washington. This year's celebration features 180 service awardees, 11 faculty emeriti and seven staff retirees/honored retirees. The event was planned by Isa Chong and Tish Tolentino of Human Resources, Kaelen Burton of the College of Education and Kelly Alvarado of Student Development.