Articles: Administration & Management

Today's universities are enterprises in the true business sense. Perhaps more than commercial organizations, the actions, plans, and management of universities come under the microscope of alumnae, donors, trustees, parents, activists, and the press.

During the early months of 1998, newly appointed President Ray Ferrero Jr. and new Executive Vice President George L.

Presidential transitions are challenging for everyone--the new campus leader and the staff. Regardless of the challenge, the more that can be done to establish a sense of common purpose, trust, and understanding, the smoother the transition.

There are seven commonalities for the creation of a successful brand strategy and campaign. These commonalities include:

A widely felt need

Presidential support

A clear goal in mind

A common language

A solid research foundation

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