President talks 2017 and rebranding Reply

President Michael Alexander spoke to a crowded de Witt Hall on Thursday, September 17 on the changes that will happen on campus, starting with Vision 2017 and ending with the rebranding of the college. Photo by Katerina DiChiara

President Michael Alexander spoke to a crowded de Witt Hall on Thursday, September 17 on the changes that will happen on campus, starting with Vision 2017 and ending with the rebranding of the college. Photo by Katerina DiChiara

By Krista DeJulio and Sarah Wright – Co-Editor-in-Chief and 1851 Staff

President Michael Alexander led the annual town hall meeting earlier this month in de Witt Hall.

The main points of the President’s speech were Vision 2017, short-term goals that will be in effect by May, but the recent rebranding of the college was the biggest part of this year’s meeting.

“Our students are here to achieve great things for themselves,” said President Alexander as he addressed faculty, staff, and students about a new capitol campaign for the future of the college.

For the past nine months the college has been collaborating with Ologie, a branding, marketing, and digital agency, to revamp the college’s public advertisement presence. “I Am in Pursuit of Great,” will soon be the new graphic material for Lasell in order to attract more prospective students and will be put to action later this month.

“I hope it will help with our undergrad and grad recruitments,” said Janice Barrett, Chair of Communication. “We are all very invested in moving forward.”

The agency’s goal is to create a more cohesive and current brand for Lasell with advertisements for the bus system, the web, and a clearer understanding of what “connected learning” means. Connected learning will now be portrayed as strictly a method of teaching so non-Lasell students can understand the concept better.

Faculty reacted positively to the new campaign and seemed excited for Lasell’s future. Neil Hatem, Chair ofMathematics and Science said, “I thought it was very exciting. I think it is a perfect time to do this and I think we are ready to take a step in a new direction. [Working together] is something we do very well here.”

Kate O’Connor, Vice President for Enrollment Management, also spoke to the crowd about the rebranding of the college.

“There’s some pretty amazing stuff going on around here and we need to brag about it,” said O’Connor. “What is the authentic vision of Lasell? What is the DNA of Lasell?”

Ologie is working on “evolving the story” and creating a “narrative” for the college. Not only will there be more advertisements, there will be a rebranding of the website as well.

“We put a strong emphasis on internships but we are so much more,” said O’Connor. The group and O’Connor are hoping to create a more of an impact on faculty, service learning trips, and study abroad through the new platform.

Students and faculty alike are very excited to see where the college will go after the campaign is put into place. Student Government Association president, senior Anthony Szol, was already aware of the new changes coming to Lasell and is very excited to see everything implanted.

“The first time I saw it I loved the idea. I agree with everything they were saying and it really opened my mind,” said Szol.

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