A Marketing Campaign
The final name-change.
Making Heidelberg more marketable to students worldwide!
"Our values will stay close at heart. But we will become stronger."
"Our culture will, as always, focus on personal attention that is a Heidelberg hallmark."
-Interim President Troha
The final name change was a strategic decision among the different leadership groups of the university.
Reasons for the name change included:
- "Whereas, based on research, the Board of Trustees understands that a higher degree of prestige and name recognition will result."
- The potential for more visibility and higher regard by outside entities
- To better reflect our programs and curriculum
- To better attract international students, and to avoid the cultural connotation of a "college" as a lesser place of learning than a university
The administration made it very clear to faculty, students, and alumni that the core mission of Heidelberg was not changing with the switch. Heidelberg would continue to be student focused.
The newly minted university planned to maintain its core values by keeping the 4 E's in mind in every decision they made:
- Academic Excellence
- The Student Experience
- Resource Enhancement
- Community Engagement
The marketing department rolled out a brand new strategic plan, new colors, and new logos to go with the name change.
From the marketing standpoint, the majority of the Heidelberg community was not extremely involved. But that was certainly not true about the celebrations!
Curious about the finer details of the switch? Read the Advertiser Tribune article here!