Tag Archives: LMU-College of Veterinary Medicine

Restrating the recruitment cycle

15 Aug

The new students at Lincoln Memorial University (LMU) will be moving into their dorm rooms tomorrow. We’ve already welcomed the new classes at LMU-DeBusk College of Osteopathic Medicine and LMU-Duncan School of Law and the Inaugural Class of the LMU-College of Veterinary Medicine will conclude orientation activities today with the White Coat Ceremony. While these are all signs that summer is over and the fall semester is upon us, it also means it’s time to restart our recruiting engines.

For undergraduate students in the Class of 2018 the first lecture hasn’t been delivered, yet there is a group of staff on campus that is already looking to recruit the Class of 2019. That is not to say they aren’t worried about the experience of our current students, it’s just that their jobs require a great deal of looking ahead and planning for the future. And I am a member of that group. Actually, I kind of straddle all groups on campus because I have to look forward, look back, look around and do all I can to get the LMU name and brand out.

So, as our new students are moving into the residence halls this weekend, I will be pushing out the newest marketing campaign for LMU. It’s actually not an entirely new campaign, as we are continuing with the “Career Path” message and theme, but it is a brand new treatment starting with a new TV commercial. This time around we enlisted the support of a creative agency in conceiving a concept and producing the spot. I have been meeting with JAO Productions since early spring, discussing what makes LMU special and how to tell its story in 30 seconds.

For the past three years our commercial spots have been a series of “I am …” spots that highlighted the many career paths at LMU. It all started with “I am a nurse,” and included “I am a teacher,” “I am a business leader,” “I am a veterinary technician,” “I am a lawyer,” “I am an osteopathic physician” and “I am a physician assistant.” Once all the different spots were created and airing, we mashed them up for an “I am LMU” spot. It has been two years since we shot a new commercial and three since we had introduced a new campaign. Something new was overdue.

During our discussions, we focused on what makes LMU stand out from other colleges – its connection to Abraham Lincoln. This was a point the LMU administration really wanted to see emphasized. There were a couple challenges with the execution of this. The first was how to make a historical figure exciting to our primary demographic group of potential undergraduate students (16-18 year olds). The other side to that problem was treating Mr. Lincoln, his image, likeness and legacy, with respect.

No longer simply the 16th president of the United States, Lincoln has become a pop icon being featured in movies, tv shows and books from Bill and Ted’s Excellent Adventure to Abraham Lincoln: Vampire Hunter and in commercials for everything from Geico Insurance to Mountain Dew. He is synonymous with the traits his legacy has touted including honesty, perseverance and loyalty. We wanted to find a way with making the connection without making Lincoln a joke or too serious. It was a fine line to walk.

It took a visit to campus and the Abraham Lincoln Library and Museum for all the pieces to click into the concept we ultimately went with. LMU was founded on the principals Abraham Lincoln lived by. Our graduates become a part of his legacy. This is a point of pride for us. However, we recognize that most high school students aren’t worried about their legacy, let alone a President long gone with no living director ancestors. Ultimately what clicked with the creative team was LMU is not for everyone and every student isn’t cut out for LMU. From there, JAO Pro developed a script and we went to work arranging a shoot.

One of challenges with the final script was that it would call for a large cast with lots of extras. Always looking to be a good steward of the budget, I wanted to keep costs as low as possible, so we reached out to area high school students, faculty and staff and incoming students to serve as “extras” for the shoot. We ended up with around 30 volunteers (Thank You!), a couple of folks drafted the day of the shoot (myself included) and two paid actors in the cast. The volunteers were bribed with t-shirts and home baked cookies. The end result is a beautiful spot that I feel hits just the tone we were looking for. Check it out and look for it on a TV near you soon!


 

 

 

 

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Here we GROW again!

9 Jul

LMU_WordmarkWhen I started work at Lincoln Memorial University on September 15, 2005, the University was a small, liberal arts institution with a main campus in Harrogate, Tenn., and a small handful of extended learning sites where primarily graduate education was delivered. Our student population was under 2,000. At the time that I interviewed for my position there was no mention of possible growth or impending plans to add professional programs. Shortly after I started Vice President for University Advancement Cynthia Whitt, my boss, handed me a brochure on osteopathic medicine and said “oh, learn more about this… we are looking at the possibility of adding a school of osteopathic medicine here.”

The LMU-DeBusk College of Osteopathic Medicine.

The LMU-DeBusk College of Osteopathic Medicine.

That was almost eight years ago. Today our enrollment is over 4,000 students, LMU operates 10 extended learning sites, and not only do we have the LMU-DeBusk College of Osteopathic Medicine, it is now one of the largest medical school programs in the state. In addition to osteopathic medicine, LMU-DCOM is home to a top-notch Physician Assistant Program. And the University hasn’t limited its growth to the medical field. In 2009 the LMU-Duncan School of Law opened in Knoxville. As an institution, LMU-DSOL’s Inaugural Class graduation was a highlight of spring. Over my tenure there has also been tremendous physical growth on the main campus as five new residence halls and two new classroom facilities have been built.

One might think that with all that growth, the University would take a breather. However, today is another momentous day for LMU as we announce that the University has been granted a Letter of Reasonable Assurance by the American Veterinary Medical Association’s Council on Education (COE) and can now recruit students to the emerging LMU-College of Veterinary Medicine (LMU-CVM).
As LMU Board of Trustees Chairman Autry O.V. “Pete” DeBusk said in the press release, “The approval from the COE to open a new school of veterinary medicine in Harrogate, Tenn., will propel this University to even greater heights and establish LMU as a leader in professional studies for the region.”

The University first announced its plans to pursue a college of veterinary medicine in 2011. Since then a dedicated pocket of LMU administrators and newly hired program directors have been working diligently toward the accreditation process. This group has worked tirelessly toward this day. However, there is no time to sit back and bask in the glow of today. It’s time to push forward and work harder than ever on program development. As the admissions team kicks into high-gear, recruiting the LMU-CVM inaugural class, faculty has to be hired and community partnerships lined up.

LMU is now recruiting for the emerging LMU-College of Veterinary Medicine in Harrogate, Tenn.

LMU is now recruiting for the emerging LMU-College of Veterinary Medicine in Harrogate, Tenn.

There is no time to rest because here we grow again!