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B l o o m s B u r g u n i v e r s i t y

b y C r e o s o t e A f f e C t sA u g u s t 2 0 0 7

B r a n d i n g P r o j e c t S u m m a r y

B l o o m s B u r g u n i v e r s i t y | B r a n d i n g P r o j e c t S u m m a r y 2

t A b l e o f C o n t e n t s

Introduction 1

research Activities & findings 3

brand Challenges 12

brand Drivers 13

the bloomsburg university brand 15

brand rationale 16

brand Development 17

next steps 19


Colleges and universities have become more conscious that they are more than the sum of their buildings, faculty, staff, academic programs and students. They are also the accumulated experiences shared by their students, alumni, local residents, donors and other supporters gained by an association with the institution.

The challenge for Bloomsburg University is to identify those unique value propositions that cause it to stand out among the PASSHE universities and other higher education institutions in its competitive mix and weave these experiences into a distinctive “Bloomsburg” brand.

The concept of “brand” is much broader than the visual identity of the organization. It encompasses an understanding shared by all stakeholders (internal and external) of what the university stands for: its purpose, vision and values, as demonstrated by its perceived personality and performance. The university’s brand should reflect what unites staff, what makes the university special, what makes it a valued institution, and what people actually experience when they use its services.

A strong, relevant and sustainable brand is vital if the university is to market itself and its services effectively to all of its constituents across the full range of its local, regional, national and international interactions.

What is a brand? The Council for Advancement and Support of Education (CASE) identifies it as “…how you are really perceived. It’s tied to your reputation so when someone sees or hears your name it evokes and image.” A collegiate brand can be defined as the promise the institution makes to its various constituencies—those capabilities and benefits it transmits on a consistent basis, year after year.

What are brand touchpoints? Guy Smith, principal of Silicon Strategies Marketing with experience as a technologist for NASA, McDonnell Douglas, and Circuit City, talks about an institutional brand in terms of “touchpoints.” He states, “Your brand, as perceived by the only legitimate judges—your customers—is the sum of all their interactions with your [organization]. Every place a [student] can interact with your [institution] is a touchpoint, and that touchpoint affects how you are perceived.” Successful brands are not developed independent of core values. In fact, they likely already exist in the experiences of your primary constituents.

What is a brand platform? The brand platform has three characteristics. It is a clear statement that achieves a balance between abstract and concrete ideas. Second, it requires that the theme is consistently applied in every communication. Finally, a good brand platform is memorable and creative.

Simply put, the brand platform is what Bloomsburg University stands for. It is a strategic statement or set of statements that encompass who you are, what you do, what you plan to do, the benefits of association or affiliation with Bloomsburg and why you are unique or different.

How does your visual identity affect your brand? The visual brand identity, which is usually portrayed by a “logo” or similar set of design concepts, is a mechanism by which the essence of the brand can be communicated to customers. It also becomes the “badge” which gives consistency to perceptions of what the organization represents in terms of its purpose, vision and values. Consistent use of the visual brand reinforces market awareness of the university and what it stands for.

I n t r o D u C t I o n


(Please note: This presentation does not include a proposal for a new BU visual identity or tagline. However, we believe a review of all visual identity materials and the development of a new style guide governing the use of university identity materials is essential to effectively communicate the proposed new brand platform and is a logical next step in this process)

A p p r o A C h

During the 2006-07 academic year, Creosote Affects investigated all aspects of the institution: faculty, staff, students, facilities, alumni, admissions practices, as well as internal and external research and assessments, community members and guidance counselors. In addition, we have conducted “mystery shops” of the three key competitors of Bloomsburg University: Kutztown University, Millersville University and Shippensburg University.

r e s e A r C h g o A l s

The chief goal of the research for this project was to develop a branding platform that would clarify and invigorate the university’s communications efforts and to unite the thoughts of the varied constituencies of the university.

Central to these goals is revealing the institutional brand that effectively identifies the core strengths and benefits of the university while providing an aspirational goal that will allow the brand to develop and mature.

The key to this project was clarifying the university’s brand and positioning by first determining the institutional perceptions of its primary internal constituencies and then testing these perceptions with selected external groups. A number of research methodologies were employed.

s C o p e o f r e s e A r C h

Throughout the course of this study, approximately one thousand students, staff, faculty, alumni, parents, and friends and associates of the university were contacted. Numerous qualitative and quantitative techniques were used to gain insight into the institutional personality, attributes, benefits and reputation of Bloomsburg University. Samples of all research materials, methodologies and findings can be found elsewhere in this report.


o n - C A m p u s I n t e r v I e w s

A number of individual and group in-depth interviews with administrators, faculty, staff, students, alumni and community members were conducted on the Bloomsburg University campus over the course of four days in October and November 2006. More than 25 hours of interviews revealed noteworthy agreement about several aspects, attributes, benefits, and institutional traits of the university. These initial observations formed the baseline for all future research activities. The comments and responses from these interviews tended to center around eight themes:

Location—There is an important sense of place about Bloomsburg Reputation—There are special qualities that people associate with this university Quality of life—The campus environment has a special character Accessibility—Becoming part of the Bloomsburg community is an attainable goal The students—Bloomsburg students are distinctive The classroom—There is a special connection between student and teacher Student life—Being a student at Bloomsburg is a memorable experience Outcomes—What you get from Bloomsburg gives you an opportunity to achieve and

live the American Dream

locationThere is a sense of place about Bloomsburg University, the town of Bloomsburg (the only incorporated town in the Commonwealth), Columbia County and north central Pennsylvania. The rugged, resilient nature of this region can be seen today in the lives and aspirations of the young people who place their faith in Bloomsburg University. The residents of this area express a deep abiding love for the land, the expansive landscapes and the abundance of natural resources. They appreciate a measured pace of life, hold traditional American small-town values and build lasting relationships with family and friends.

reputationBloomsburg University has gained a multi-faceted reputation over its long history, some aspects positive—some not so positive. On the plus side, Bloomsburg, by almost any measure is one of the strongest members of PASSHE with excellent quantitative measures of institutional effectiveness: consistent enrollment growth, good graduation rates, solid financial standing and stable administrative leadership. Its Education, Nursing, Business and Liberal Arts programs are well-known for academic excellence. Intercollegiate athletics has several programs and coaches with national reputations. The overall campus infrastructure is modern and attractive. Several national publications have ranked Bloomsburg as one of the best colleges and universities in the east.

At the same time, however, Bloomsburg has captured the imagination of students and some in the media as the quintessential “party school.” Some will say this reputation is unfortunate and undeserved. Others say it is well-earned.

Thus, the reputation of Bloomsburg depends greatly on whom you ask.

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Quality of lifeThe unique and esthetically pleasing aspects of the physical and natural environment of the region, the town and the campus make a distinct impression on the people of Bloomsburg. This impression has a clear effect on the quality of life on the university campus and sets the tone for the standard of personal interactions among the Bloomsburg University community. The effect was described with great emotion by nearly every individual interviewed.

AccessibilityState regional universities like Bloomsburg are viewed by their publics as access points to the professional world, a necessary platform from which to gain economic and social upward mobility, a means to achieve the American Dream.

Although this mission seems too obvious to debate, there are those at Bloomsburg who desire the university to be more selective in its admissions practices and less associated with vocational preparation. To students, parents, alumni, guidance counselors and others, however, accessibility to those of modest academic and financial means is a highly valued expectation.

Bloomsburg University appears to understand its vital place in the hearts and minds of the regional population and fulfills this expectation through progressive and flexible admissions practices and careful attention to maintaining affordability.

the studentsBloomsburg University students are described as friendly, casual, open, active and fun. They tend to come from middle class families and represent a wide range of talents and academic abilities. Students see themselves as representing varied backgrounds yet readily acknowledge that this does not always include ethnic diversity. They believe they are accepting and open-minded.

the classroomStudents recognize and value the close relationships offered by small class size and faculty open-door policies. They believe the instructional environment is comfortable yet challenging. They believe they are receiving excellent career preparation and have ample resources from which to draw for reference, research and support.

student lifeThe question of student life at Bloomsburg University presents an intriguing paradox. Although alumni and students agree that being a student and living in Bloomsburg is one of the most satisfying, fun and memorable experiences of their lives, there is evidence that it could be better. Some aspects of student life receive high praise; the Recreation Center, the Upper Campus housing, the dining experience at the Commons, some aspects of dorm life, and being part of an athletic team or a member of a student organization are just a few. Other aspects receive less positive reviews. There is universal agreement that weekend programming does not garner the enthusiasm or participation of more than a small fraction of undergraduates. Low attendance at athletic events, most cultural arts events and other live performances is a problem recognized at all levels of the institution. School spirit seems to be waning. Certain physical and social aspects of residential life, particularly on the lower campus, are viewed as problematic. However, despite apparent wide-spread dissatisfaction by some, no attribute or benefit of being associated with Bloomsburg University receives greater agreement than, “It is a place where undergraduate students can make friends and have fun.” So, students are obviously enjoying themselves here—on or off campus.


outcomesThere is general agreement that for most Bloomsburg University students, access to a professional career by virtue of their university degree is the most important promise the institution can deliver.

o n l I n e b r A n D I n g s u r v e y

The online survey further supported the core attributes and benefits of Bloomsburg University identified during the on-campus interviews. In addition, the survey identified several aspects of student life that many respondents believe could be improved.

The areas of strongest agreement centered on statements that related to Accessibility, Preparation for Professional Careers and to a slightly lesser degree, Location and Campus Environment.

86% of all respondents strongly agreed or agreed with the statement: “Bloomsburg University is a place where undergraduate students can make friends and have

fun.” This statement received the strongest agreement among all other statements in the survey.

An equal percentage of respondents strongly agreed or agreed with the statement: “Bloomsburg University is located in a beautiful part of Pennsylvania.”

Other statements that received a strongly agreed or agree response from at least 70% of respondents included,

Bloomsburg University… “Is a place where students from all backgrounds and levels of academic achievement have an

opportunity to learn and grow” “Is affordable to most people who desire higher education” “Provides an opportunity for students to obtain excellent preparation for professional careers” “Welcomes all persons regardless of background, ethnicity, lifestyle, religious belief, sexual

orientation or political affiliation”

30% of all respondents strongly disagreed or disagreed with the statement:

“Bloomsburg University has a vibrant and well-attended complement of weekend activities for students”

This statement received the strongest disagreement among all other statements in the survey.


Other statements that received a strongly disagree or disagree response from at least 20% of respondents included:

Bloomsburg University… “Has exceptional residential living facilities” “Is a center for the arts and cultural enrichment” “Is known for its thriving on-campus residential community” “Is aggressive in helping students find the financial resources to fund their education” “Has a remarkably attractive campus” “Benefits from being located in one of the best states to live in the nation” “Provides a comparable college experience for commuting and residential students alike” “Offers connections to the world to provide for a more international view for its students,

faculty and staff” “Provides a number of outstanding options for residential living”

There is compelling evidence from the results of this survey that there are several aspects and benefits of Bloomsburg University that are universally held and constitute key elements to the BU brand. They are:

Accessibility—BU constituents believe a major core value of the institution is an open and welcoming stance toward students from a wide range of backgrounds. Complementing this belief is the hope that the university will continue to hold costs within reach of average income families.

Opportunity—The primary benefit for BU students is the promise of achieving the American Dream by virtue of the completion of academic programs that lead to desirable professional careers.

Location—The vast majority of BU constituents believe that the personality of the institution has been largely determined by its location in one of the most beautiful parts of Pennsylvania generally and within the Town of Bloomsburg specifically.

Campus environment—Survey respondents believe that the campus environment of Bloomsburg University is warm, friendly, supportive, comfortable, and conducive to making friends and having fun.

Using the statements of attributes and benefits of the university receiving the greatest degree of agreement it is possible to craft a positioning statement:

Located in the Town of Bloomsburg, Pennsylvania and surrounded by a region of great natural beauty, Bloomsburg University welcomes students from diverse backgrounds and a wide range of academic and personal talents. Its progressive admission policies and affordable costs ensure continuing access to outstanding academic programs and excellent professional preparation. Its open, friendly and active residential campus environment allows students to become engaged in campus life and develop deep and lasting personal relationships.


b l o o m s b u r g u n I v e r s I t y p e r s o n A l I t y p r o f I l e

This survey (found in the Appendix), conducted during other on-campus research activities, confirms much of what was learned during the interviews, online survey, in-depth telephone interviews and branding sessions. Members of the Bloomsburg University community view the institution as accessible and welcoming to all. Students and staff alike believe that, in general, the University treats its various constituencies fairly. The campus environment is characterized by a great number of student organizations that add to the overall campus climate. And, from a student’s perspective, underpinning all of this is the sense that Bloomsburg University is a place where you can have fun while going about the necessary business of achieving your academic and personal goals.

Words that received the strongest responses were “OPEN,” “WARM,” “INCLUSIVE,” “INVOLVED,” “ORDERLY” and “JUST.” When undergraduate responses alone were tabulated, the words with the strongest opinions were “OPEN,” “WARM,” “INCLUSIVE,” “INVOLVED,” “ORDERLY” and “FUN.”

I n - D e p t h t e l e p h o n e I n t e r v I e w s w I t h g u I D A n C e C o u n s e l o r s A n D e n g A g e D A l u m n I

guidance counselorsA mailing was sent to a list of guidance counselors provided by the Admissions Office. Those who responded to the mailing were called or provided with an online version of the questions.

Impressions of the campus and facilitiesFor those counselors having visited the Bloomsburg campus in recent years, most were considerably impressed by and pleased with the physical improvements.

AccessibilityCounselors appreciate that students from a wide range of academic abilities, interests, talents and economic backgrounds can realistically consider Bloomsburg University.

ReputationIn general, counselors believe Bloomsburg is known for having quality professors, excellent learning opportunities in and out of the classroom as well as excellent education, business and nursing programs

CompetitionAccording to guidance counselors, Bloomsburg University competes strongly with several other PASSHE schools in the state (Kutztown, Shippensburg, Millersville, Lock Haven, West Chester) as well as a number of small, private colleges in the area.

The studentsHigh school students from the region who choose to apply to Bloomsburg University tend to fall into a number of consistent categories. They are good, solid, high-average young men and women from middle income families who are career-focused.


Campus lifeAccording to the counselors interviewed, Bloomsburg is known for its comfortable atmosphere and environment. It’s a friendly campus, easy to navigate, always full of activity and self-contained. They report that the students who come back and talk about living on campus say they love it.

Academic lifeThe most common theme expressed by guidance counselors regarding Bloomsburg’s academic departments was that they offered opportunities for well-paid jobs and professions.

engaged alumniA mailing was sent to a list of engaged alumni provided by the Office of Alumni Affairs. Those who responded to the mailing were called or provided with an online version of the questions.

LocationTypical comments included:

“The Town of Bloomsburg is a very important part of the whole experience” “It’s a warm community, very inviting” “The area is what makes Bloomsburg so special” “The campus is beautiful, very nice” “Bloomsburg is located in one of the nicer parts of Pennsylvania”

Quality of lifeTypical comments included:

“It’s a place filled with warm, caring, wholesome people” “Bloom is like a big family” “The people there were caring, thoughtful, always concerned about how you were doing”

ReputationTypical comments included:

“The classic definition of a state university really fits. Bloomsburg represents all of what that entails.”

“Affordable” “Its graduates—they have a good reputation in education” “Great opportunities” “One of the better Pennsylvania state schools” “Affordable, close to home” “A very dedicated faculty” “A warm feeling on the campus and in the classrooms”


AccessibilityTypical comments included:

“To students around here, Bloomsburg means one thing—opportunity” “Bloomsburg is a great value for what you get” “I think Bloomsburg is just the right distance from home for a lot of students” “Even though costs have risen, it’s still a place where average kids can go”

The studentsTypical comments included:

“The admissions standards are high but reasonable. Good students should be able to get into Bloom.”

“People at Bloom are very close. I made all my best friends and met my wife at Bloom.” “I would have to say middle class. There is pretty good mix of students from all over the

state.” “They seem to be from the same solid, middle class, working families as when I attended.”

The classroomTypical comments included:

“There is a special spirit of teacher/student relationships” “There are so many curriculum choices today” “Recently, there has been more interest in promoting a learning environment” “There are some outstanding departments. Business, Education, Communications, Foreign

Language, the Audiology program.” “I would give Bloomsburg a solid ‘B’ for its academics”

Student lifeTypical comments included:

“Bloomsburg is more of a residential campus than most of the other PASSHE schools” “There still is not enough school spirit” “A lot of students still live in town. This often causes problems. We’re building more on-

campus residences. This is good.” “There was lukewarm allegiance to athletics when I was there and I think it continues today.

I was surprised how few students came to the football games.” “It needs to be more active. From what I hear, it’s pretty dead on the weekends. These kids

need more campus-organized things to do on the weekends.” “The more residential the university becomes, the more allegiance they will have.

Commuters and those who live in town don’t have the same experience.” “I’d love to be a student there now. The dorms are nicer, security is great, the Commons is

unbelievable, the Rec Center is beautiful. I wonder if these kids know how great they have it?”

B l o o m s B u r g u n i v e r s i t y | B r a n d i n g P r o j e c t S u m m a r y 1 0

Regarding the outcomes from their Bloomsburg experience, alumni felt most strongly about the contributions made to their professional careers. They also felt strongly about their ability to grow and learn as people, work cooperatively in groups, write effectively, and plan and carry out projects. They were less influenced by understanding global issues, and those with cultures and ethnicities different than their own. They also expressed lower levels of influence in the areas of the fine arts, literature, music, scientific principles and technology.

“ m y s t e r y s h o p p I n g ”

Creosote Affects conducted unannounced visits to Kutztown, Millersville and Shippensburg Universities. The purpose of these visits was to gain personal perspective from each campus to compare to the overall campus environment of Bloomsburg University. There was also an attempt made to compare facilities and the level of hospitality afforded to admissions visitors including signage, parking and reception.

In addition, a collection of collateral material was reviewed to compare visual images and brand development strategies. Each university tagline was examined for similarity and potential conflict with the branding recommendations for Bloomsburg.

As a result of the visitations, Creosote Affects believes Bloomsburg University should have few areas of concern with regard to comparisons of its overall physical and affective environments to that of its three chief competitors. Although all four institutions are located in rural areas adjacent to small towns, none of three competing universities was located in a overall setting that compared favorably with the natural setting and the small town ambience of Bloomsburg.

All had a central, historic structure preserved as an artifact from its days as a teacher’s college. Only Kutztown had a central campus green surrounded by instructional buildings, but without the adjacent residential areas (the majority of Kutztown’s residences are located in a separate campus area). Millersville clearly had the most attractive “old” campus environment. Shippensburg’s architecture and overall campus design had no discernible theme or coherence.

From the new visitor’s perspective, Millersville was the most difficult to find. A lack of signage from Interstate, state and local highways was absent. Only with staff help could one find the building housing the admissions office. Once inside, there were no obvious directional signs leading to admissions reception. Shippensburg and Kutztown were easier to find, but parking for visitors was either hidden or inadequate.

Kutztown University poses the biggest threat to the proposed Bloomsburg brand statement. A new residence hall complex is currently under construction that will add considerably to its on-campus population.

The three taglines: Kutztown—“Learn…to Make a Difference,” Millersville—“Seize the Opportunity,” and Shippensburg—“Just Right” were concluded to pose no competitive threat to what is being recommended for Bloomsburg University.


I n t e r A C t I v e b r A n D I n g w o r k s h o p s

Throughout the course of this investigation into the brand characteristics of Bloomsburg University, a number of themes and concepts were consistently identified. This culminating activity confirmed and strengthened much of what had been gained through the numerous interviews, surveys and other research activities.

There are eight core elements that support the “personality” of the university and describe its essential benefits to its constituencies:

location There is a symbiotic relationship between the university and its location. A unique sense of place is experienced by students and staff.

Quality of life There is a special quality to life at Bloomsburg University that is greatly affected by the uniquely American small town ambiance of the town of Bloomsburg and the surrounding area.

reputation, accessibility and outcomesBloomsburg University is first and foremost known as a place of opportunity where students spanning the ranges of academic preparedness and socio-economic means are welcomed. Its outstanding academic programs help those who persist to gain access to the American Dream through excellent professional preparation.

studentsBloomsburg University students are seen as: average middle class individuals from diverse geographic and socio-economic backgrounds who are focused on their goal of gaining the professional preparation for well-paying jobs after graduation.

the classroomThe academic environment at Bloomsburg is comfortable, nurturing, challenging and engaging. Students come with an expectation of intimate classroom settings with easy access to faculty.

student lifeNo component of the Bloomsburg University experience aroused as much conversation and passion as did the character and quality of student life. Bloomsburg is where students come with the knowledge that it is a place where you can meet new people, make lifelong friends and have fun. There are hundreds of opportunities for students to pursue special interests and talents while gaining leadership and social skills. Finally, when your days at Bloomsburg are over, you can carry with you warm memories that will last a lifetime.


m I s s I o n

As a state university, Bloomsburg has an inherent mission that is regional in nature. It will continue to be a challenge to extend its marketing reach and, thus, its brand out of the region and across state lines.

p A s s h e A n D p e n n s y l v A n I A h I g h e r e D u C A t I o n o p p o r t u n I t I e s

There are fourteen members of the Pennsylvania State System of Higher Education and all have similar histories and missions. There is some feeling that the state system discourages the development of individual “personalities” among its members. Also, the Commonwealth of Pennsylvania is home to nearly 150 public and private two-and four-year college campuses creating a considerable amount of collegiate “brand clutter.”

h I s t o r y

Bloomsburg has had several names throughout its history. Many people in the region still remember when it was a “teachers college” or “state college.” Even though it has been nearly 25 years since it achieved university status, many continue to refer to the institution dismissively by its former names. The element of Bloomsburg’s identity as primarily a teacher training institution remains strong today.

I m p r o v I n g s A t I s f A C t I o n l e v e l s o f r e s I D e n t I A l l I v I n g

Although the extent and quality of the residential life experience is central to the Bloomsburg University brand identity, there is evidence from the research that undergraduate students believe it could be improved. Staying ahead of student expectations in the realm of residential life will be an ongoing challenge.

s t u D e n t s t h e m s e l v e s

Today’s college student is different from those of even five years ago. Many believe that the proliferation of personal electronic communications and entertainment devices has made young people more insular and uncommunicative with adults and others of their own age who are not acquaintances. This trend is likely affecting the level of student engagement on campus in a negative way.

b r A n D C h A l l e n g e s


Bloomsburg University needs to build upon and take advantage of its competitive metrics that illustrate its standing among its primary and secondary customer (student) base by focusing on the seven core attributes and benefits that drive its brand.

For Bloomsburg University those brand drivers are, in ascending order:

The classroom—There is a distinctive connection between student and teacher at Bloomsburg University. Students recognize and value the close relationships offered by small class sizes and faculty open-door policies. They believe the instructional environment is comfortable yet challenging. They believe they are receiving excellent career preparation and have ample resources from which to draw for reference, research and support.

Quality of life—The campus environment has a special character. The unique and memorable aspects of the physical and natural environment of the region, the town and the campus have a distinct effect on the people of Bloomsburg and make a lasting and indelible impression. This impression governs the quality of life on the university campus and sets the tone for the standard of personal interactions among the Bloomsburg University community. The effect resides in the affective domain of the most highly satisfied segments of Bloomsburg’s constituents.

Accessibility—It is vital that Bloomsburg University continue to fulfill its role in providing access to its exceptional benefits to the regional population it serves through progressive and flexible admissions practices and careful attention to maintaining affordability.

Outcomes—What you get from Bloomsburg gives you an opportunity to achieve and live the American Dream. There is general agreement that for most Bloomsburg University students the promise of access to a professional career by virtue of their degree is the most important promise the university can deliver.

Reputation—There are reputational characteristics that people associate with Bloomsburg University. It has gained a multi-faceted reputation over its long history. Bloomsburg is one of the strongest members of PASSHE with excellent quantitative measures of institutional effectiveness: consistent enrollment growth, good graduation rates, solid financial standing and stable administrative leadership. Its Education, Nursing, Business and Liberal Arts programs are well-known for academic excellence. Intercollegiate athletics has several programs and coaches with national reputations. The overall campus infrastructure is modern and attractive. Several national publications have ranked Bloomsburg as one of the best colleges and universities in the east. It also has a strong reputation of being a campus where undergraduate students can make friends and have fun.

b r A n D D r I v e r s


Location—There is an important sense of place about Bloomsburg University, the town of Bloomsburg, Columbia County and the north-central region of Pennsylvania. The rugged, resilient nature of this region is reflected in the lives and aspirations of the young people who place their faith in Bloomsburg University. The residents of this area express a deep abiding love for the land, the expansive landscapes and the abundance of natural resources. They appreciate a measured pace of life, hold traditional, American small-town values and build lasting relationships with family and friends. Students and staff who come to live in Bloomsburg recognize these special traits and talk of it in terms of the human qualities of warmth, comfort, safety and friendship.

Student life—Being a student at Bloomsburg is an enjoyable and life-changing experience. Alumni and students agree that being a student and living in Bloomsburg is one of the most satisfying, fun and memorable experiences of their lives. Some aspects of student life receive high praise; the Recreation Center, the Upper Campus housing, the dining experience at the Commons, some aspects of dorm life, and being part of an athletic team or a member of a student organization are just a few.


b l o o m s b u r g u n I v e r s I t y … A g r e A t A m e r I C A n r e s I D e n t I A l s t A t e u n I v e r s I t y

The brand statement or platform encompasses all of the value statements and brand drivers revealed during the course of this investigation. The brand statement is not intended to be the university tagline or slogan. It is intended to be the foundation from which all university communications is referenced. It is a shorthand version of the positioning and brand drivers that provides internal audiences with a common understanding of the essential promise that is consistently delivered by the institution to its constituents.

In short, this is who you are.

D e C o n s t r u C t I n g t h e b r A n D s t A t e m e n t

“A”It is assumed there are other great American residential state universities in the nation.

“great”There is ample evidence that Bloomsburg University has much of which it can be proud. This word presents the brand in a forceful and boastful way. We believe Bloomsburg University should present its brand to the public with a touch of swagger and boastfulness.

“American”The Commonwealth of Pennsylvania, the Town of Bloomsburg and Bloomsburg University represent much of what is quintessentially American. We believe Bloomsburg University should celebrate this fact.

“residential”According to recent data, a greater percentage of Bloomsburg University undergraduate students live in on-campus or off-campus residences under institutional control among all of the 14 PASSHE campuses except one.

“state university”The American regional state university (in contrast to the “land grant university” or the “research university”) is a uniquely American institution. According to the American Association of State College and Universities, these institutions, “…work to extend higher education to all citizens. Access is a hallmark of AASCU institutions, colleges and universities that embrace students who traditionally have been underrepresented in higher education as well as those who are first generation college students. … these institutions fulfill the expectations of a public university by working for the public good through education and engagement, thereby improving the lives of people in their community, their region and their state. They believe a well-trained workforce is an investment in human capital and the key to America’s long-term productivity.”

We believe Bloomsburg University should celebrate its standing as an outstanding example of an American state university.

t h e b l o o m s b u r g u n I v e r s I t y b r A n D


An effective collegiate brand must first appeal to the majority of the students who are in the primary and secondary marketing mix. It must be consistent with information they have already gained about the institution and resound with their motivations, interests and capabilities. The brand statement must also be in harmony with the aspirations, capabilities, vision, mission and strengths of the university. The campus community should be able to identify the promise inherent in the brand statement and recognize within it the emotions, images and personal experiences that come to mind when they think about Bloomsburg University. We believe the proposed brand statement accomplishes all of these goals.

The central focus of the Bloomsburg University brand is the essentials of student life as characterized by all that is associated with the residential experience. It is the sum total of the intensely memorable personal experiences that convey to students as a consequence of their engagement with the institution by living in university housing and being actively involved in the total university environment. It also presumes that the greater the level of engagement during the undergraduate experience, the greater will be levels of satisfaction and loyalty after graduation.

Thus, most of the recommendations for brand development that follow focus on enhancing the student life experience at Bloomsburg University. These recommendations do not come without their challenges. It is understood that some of the issues discussed will be the subjects for continuing deliberation and initiative. It is likely that the biggest challenge to enhancing student life at Bloomsburg may be the students themselves. Some of the initiatives that flow from this project may “go against the grain” of some students. However, we believe there are sufficient resources, imagination, will and most importantly, student receptivity to build upon an already engaging campus environment that will result in greater levels of student satisfaction.

b r A n D r A t I o n A l e


Note: Some of these approaches and initiatives may be ongoing or may already be part of Bloomsburg University’s strategic planning process.

r e s I D e n t I A l l I f e Continue to propose and construct new residence facilities Renovate existing residences to incorporate contemporary student preferences Enhance the freshman on-campus living experience Combat student “disengagement” syndrome with more intrusive practices Review the effectiveness of current residential learning community models

e n h A n C I n g s t u D e n t l I f e Overcome current tendencies toward communications isolation Conduct peer evaluations of effective campus student engagement strategies Review and strengthen weekend student life programming Conduct a demographic analysis of student organization membership Explore strategies to building institutional loyalty among undergraduates Improve attendance at athletic events, live performance and other sponsored events Embrace Greek organizations and welcome them into the campus community

A D m I s s I o n s p r A C t I C e s Continue to practice flexibility and accessibility toward existing markets Carefully monitor student costs Increase general institutional undergraduate scholarships Showcase the campus experience with an enhanced admissions tour Renew admissions recruiting materials to be consistent with brand drivers

p r e s e r v A t I o n o f b u “ I D e A l s ” A n D “ v A l u e p r o p o s I t I o n s ” Make career preparation services a major campus function Continue initiatives to build campus presence in the Town of Bloomsburg Celebrate the region with more opportunities for campus involvement by regional non-

student audiences Within the constraints of financial and instructional exigencies, keep large lecture sections to

a minimum

b r A n D D e v e l o p m e n t


e m b r A C I n g t h e C o n C e p t o f o p p o r t u n I t y Continue to widely promote the accomplishments of undergraduate students in scholarship,

internships, employment, research and graduate school

C e l e b r A t I o n o f l o C A t I o n Incorporate the manmade and natural features of the region into all university promotional

material Embrace the Bloomsburg Fair Incorporate the amenities of the Town of Bloomsburg into all university promotional material

v I s u A l I D e n t I t y Create a new Bloomsburg University logo, tagline and visual identity style guide consistent

with the Bloomsburg brand Revise all collateral, advertising and marketing materials to be consistent with the

Bloomsburg brand


Identify the brand as a major initiative with enthusiastic support from all levels of university administration

Develop the creative elements for a new Bloomsburg University logo, tagline and visual identity concepts with a style guide to include artwork, color schemes, visual templates and standards

Test the new visual brand and tagline concepts with key target audiences

Plan for a brand launch campaign to include strategies for delivering the brand experience to internal and external audiences

Revise and rebuild the website in consideration of Bloomsburg brand, visual concepts, brand drivers, ideals and value propositions

Revise all admissions collateral, advertising and marketing materials to be consistent with the Bloomsburg brand

Incorporate brand and positioning into development goals

n e x t s t e p s

Insert Summary Layout (indesign file) in front.

Research activities and findings On-campus interviews Profile of participants Over four days in late October and November 2007, a number of individual and group interview sessions were held on the Bloomsburg University campus. A wide range of constituencies from the Bloomsburg community participated in the interviews: university administrators, faculty, staff, students, alumni and community members. A total of 97 individuals participated. A copy of the interview questions used in these sessions can be found in the Appendix. Core themes In the course of the interviews several core themes emerged that provided the framework for the identification of the Bloomsburg “brand or “promise:” Location: Is there a sense of place about Bloomsburg? Quality of life: What is it like to be a member of the BU community? Reputation: What is Bloomsburg University known for? Accessibility: Is BU an attainable goal for most individuals in the region? The students: What is special about BU students? The classroom: What is unique about the academic environment? Student life: What is characteristic about student life at BU? Outcomes: What are the key benefits to a BU graduate? The promise: What is the Bloomsburg brand? Location There is a sense of place about Bloomsburg University, the town of Bloomsburg (the only incorporated town in the Commonwealth), Columbia County and north central Pennsylvania. The rugged, resilient nature of this region can be seen today in the lives and aspirations of the young people who place their faith in Bloomsburg University. The residents of this area express a deep abiding love for the land, the expansive landscapes, the abundance of natural resources, the measured pace of life, the traditionally American small-town values and the lasting relationships provided by family and friends. As one senior administrator said, “This really is a great place to live.” Another stated, “We are defined by the rural, quiet, small-town atmosphere of the region.” A student described the best part of the area, “You can get in the car and be in the Game Lands in 15 minutes. Or you can go to New York in three hours.” A basketball coach put it this way. “For students from Philadelphia, Harrisburg, Allentown, if I can get them here for a visit, that’s all it takes. They take one look around and they say, ‘This is it!’ It looks like paradise around here.” A student said, “It’s hard to explain – it’s the beauty of the place.” A member of the community stated, “It’s a beautiful campus – it’s esthetically pleasing in a very beautiful part of Pennsylvania.” Another senior administrator agreed and spoke with pride, “We’re the best looking campus in the state system!”

One student talked about why she chose Bloomsburg, “The people, the area, the location – that’s what did it for me.” Another said, “It was a pretty campus, surrounded by mountains. I enjoyed the atmosphere.” The town of Bloomsburg provides a special appeal. “I like the oldness of the town, the old, huge houses. On Main Street you have lots of shops. I like the small town atmosphere. Here you can walk around town and go to the Farmer’s Market,” said one student. Another added, “The town reminds me a lot of home when you look at it from the upper campus – it’s beautiful.” Still another praised the town. “I really like downtown Bloomsburg. The restaurants and shops – it’s very special. It’s very beautiful here.” The town received praise from another student, “The town is part of the whole experience at BU. I’m from the country and from the upper campus you can see the whole campus, the river and the mountains – it’s beautiful.” A prominent member of the community said, “Bloomsburg has that classic campus feel. It morphs into the town. The downtown is part of what professors try to sell to prospective faculty. Walking up Main Street to College Hill is a special signature scene,” said one faculty member. Another student compared Bloomsburg to other PASSHE schools she had visited. “I liked the feel of nature here – you look around and there are trees everywhere. I didn’t get that feeling anywhere else.” Still another said, “I just love it here – it’s so pretty. The town is quaint – it’s close to campus – you can walk anywhere. The people in town are nice to you. It’s a really nice environment.” A long-time Bloomsburg alumni and staff member summed it up by stating simply, “Bloomsburg is a special place.” Quality of life The unique and memorable aspects of the physical and natural environment of the region, the town and the campus make a distinct impression on the people of Bloomsburg. This impression has a clear effect on the quality of life on the university campus. The effect is was described with great emotion by nearly every individual interviewed. Typical comments included, “This is a very caring, nurturing place.” “The campus environment is in some ways a reflection of the people of the region – you show respect for those whom you can trust.” “We’re a small, caring community.” A senior administrator said, “There is something about Bloomsburg. There is something embracing about Bloomsburg. It speaks to the environment.” An admissions staff member said, “It’s easy to sell Bloomsburg. We’re a comfortable place. Students can see themselves there – it’s a good fit – warm – easy to fit in – make friends – get to know faculty. What you see is what you get.” A veteran staff member said, “The area is great, the town is so special. The campus is very special. People go out of their way to make you feel at home.” “Home” was a frequent theme applied to life at Bloomsburg. “The open country feeling here is very nice. It’s a lot like home,” said one student. Another said, “The ladies in the Commons are like my Moms. They treat me so well – just like home. I love it!” The concept of “comfort” was a common idea expressed throughout the interviews. “Bloomsburg has a special character – comfortable is as good a descriptor as any,” said another

admission staff member. Safety was another theme that resounded. “It’s very safe here,” said one senior administrator. Another said, “This is a very safe campus.” “It’s a safe environment crime-wise, and health-wise. It has clean air.” The environment seems to guide relationships as well. “This is an extraordinarily good place to work,” said an administrator, “you can get things done here through the informal channels. It’s a friendly, easy-going place.” A Campus Ambassador said, “The people I met here when I first came were down-to-earth and were like me.” Another said, “I try to pass it along – the help that people gave me when I was first here as a visitor. People were friendly and welcoming to me so I pay it forward.” Still another student said, “There are a lot of demonstrations of good human nature here.” “I’m nice to everybody,” said a student from Baltimore, “people I see on a regular basis are very nice. They hold doors open for you, say, ‘Thank you,’ the bus drivers say, ‘Have a nice day.’ They are wonderful people.” “It’s very warm and friendly here,” said a non-traditional student from Lewisburg. Some in the community feel the university makes a significant contribution to the quality of life of those in the region as well. “I think we tend to take for granted the addition to the quality of life the university makes with its cultural arts, speaker programs, student-led entertainment. The quality of life in the region would be denigrated without the contribution of the university,” said one downtown merchant. However, to some student and staff alike, the relative homogeneity and isolation of Bloomsburg makes for a difficult transition. One student said, “Where I went to high school, white people were in the minority. I had friends who were Black, Hispanic – I was really surprised it was so white here. It can be very segregated and separate here.” Still another said, “One of the first things I noticed when I came on campus was how segregated it was by race. There are other cliques, but nothing like race.” Reputation Bloomsburg University has a long and rich history, having been founded in 1839 as the Bloomsburg Literary Institute, later to become Bloomsburg State Normal School, State Teachers College, State College and finally, University in 1983. Since 1960, enrollment has grown from 1,700 to over 8,000. With this growth has come change. No longer the quiet, “College on the Hill,” as some locals still refer to the campus, Bloomsburg University is today a leading member of the 14-institution Pennsylvania State System of Higher Education (PASSHE). Along the way, “Bloom” (as many refer to the university) has gained a multi-faceted reputation, some aspects positive – some not so positive. On the plus side, Bloomsburg, by almost any measure is one of the strongest members of PASSHE with excellent quantitative measures of institutional effectiveness: consistent enrollment growth, good graduation rates, solid financial standing and stable administrative leadership. Its Education, Nursing, Business and Liberal Arts programs are well-known for academic excellence. Intercollegiate athletics has several programs and coaches with national reputations. The overall campus infrastructure is modern and attractive. Several national publications have ranked Bloomsburg as one of the best colleges and universities in the east.

At the same time, however, Bloomsburg has captured the imagination of students and some in the media as the quintessential “party school.” Some will say this reputation is unfortunate and misguided. Others say it is well-earned. In fact, Bloomsburg is home to one of the most well-known, unofficial student gatherings on the east coast, “Block Party,” a spring weekend of drinking, music and merry-making that attracts students, alumni and visitors from far and wide. Apparently, the origins of this reputation go back to the period of rapid enrollment growth in the late 1960’s and 70’s when, due to a lack of on campus housing, older students were forced off campus into town residences. Enjoying the freedom from campus rules and influenced by the loosening of societal controls on young people, student behavior began to deteriorate, fueled by the lowering of the legal drinking age to 18. Tragically, the party school reputation was punctuated in the 1990’s by two well-publicized off-campus fires in which BU students perished. An initiative between campus, state and local officials has tried to reverse the culture of underage drinking that many believe permeates student life. Experienced observers of higher education in the U.S. in the latter half of the twentieth century and many others in the Bloomsburg community know that nearly all rural state regional colleges and universities experienced similar cultural change and deterioration of student behavioral norms in ways similar to what happened at Bloomsburg. Thus, the reputation of Bloomsburg depends greatly on whom you ask. As could be expected, senior administrators and faculty tend to stress the positive aspects. “We have always been one of the top PASSHE schools,” said one senior administrator. Another stated, “Our strength and reputation is our stability, fiscally and culturally. We are a very strong university. We’ve been able to do things to our physical plant and our master plan other institutions can’t do.” “We’re looked at as a good, quality public university,” said another. “Why are we ranked so high among PASSHE schools? Our performance measures are always so high. We have been well managed over the past ten years. Our campus looks nice when compared to the other PASSHE campuses,” answered a senior administrator. A long-time Bloomsburg administrator said, “We’re a gem of an institution in Central Pennsylvania. We have a great community – students – faculty – programs – we’re affordable – we offer what the big and small school offer in a better package.” Some focus on the strength of the academic programs and the access offered to the professional world. “We have tremendous professional programs that drive our reputation,” said one academic administrator. An academic dean said, “We lead with our professional programs.” One student agreed, “Bloom has excellent academic programs. If I ever have a kid, he’ll go here.” Others tout the athletic reputation of the university. Wrestling (the only NCAA Division I program) was a top program in the past and today, field hockey, softball and football are nationally ranked. A community member and alumni said, “Sports, especially wrestling used to be a big factor here. Now it’s football, softball and field hockey.” But an athletic administrator said, “It’s not just athletics. It’s the whole package – we’re financially strong. There are a lot of

people working together for the whole. A lot of pieces come together to make this a really great institution.” Another senior administrator, acknowledging Bloomsburg past reputation said, “Students come to Bloom knowing it’s not the party school it once was. They are much more careful.” “There has been negative stuff in the past. Most of it focusing on partying. It’s not as bad as it has been in the past. Underage drinking is a problem at every public residential university” said a veteran administrator. One student added, “I think BU had a worse reputation for partying before than it does now.” A classified staff member sees it a little differently however, “Bloom is still a party school. We’re known for our partying.” Said another, “Thursday night is party night. Drinking is a major issue for us in the Health Center.” Some students agree. “The BU party reputation is pretty well-deserved. But compared to Penn State I guess we’re not that crazy. People just don’t show up to class on Monday mornings.” One student admitted, “I came here because I heard BU had a lot more fun than other schools.” Another said, “Everybody told me Bloom was a big drinking school before I came here.” Some were a little blunter in their assessment of Bloomsburg’s reputation. One faculty member summed up Bloomsburg’s reputation in three phrases: “Party school – outstanding Division II athletics – teacher education.” A prominent member of the community seemed to agree, “BU is known as a party school. It’s a suitcase college. There are kids coming here from out of state who couldn’t get into other schools.” A student said, “Seems to me like a lot of people come here for education – the girls anyway. Then there’s nursing – those two majors are what it’s known for.” Another agreed, “BU is known for teaching. A lot of my high school teachers went to Bloom. Sometimes it seems like 90% of the students here are education majors.” Accessibility Almost by definition, state regional universities like Bloomsburg are viewed by their publics as access points to the professional world, a necessary platform from which to gain economic and social upward mobility, and a means to achieve the American Dream. Although this mission seems too obvious to debate, there are those at Bloomsburg who desire the university to be more selective in its admissions practices. To students, parents, alumni, guidance counselors and others however, accessibility to those of modest academic and financial means is a highly valued expectation. In fact, Bloomsburg University appears to understand its vital place in the hearts and minds of the regional population and fulfills this expectation. An admissions administrator firmly stated, “Knowing our markets as I do, we must be accessible. We are who we are.” Another high-level administrator agreed, “At the cabinet level, we have never had a discussion about shifting to a more selective admissions model.” Another cabinet level administrator stated firmly, “I want BU to be accessible to all people.”

To many students, Bloomsburg is all about being given a chance. “BU gave me an opportunity,” said one. “BU is attainable for the average American family,” said another, “It’s a great place to get a start if you’re not sure what to do with yourself and best of all – it’s affordable.” The cost factor was a big factor for many students. “One of the big reasons I came here was because it’s inexpensive,” said one student. “A lot of Bloomsburg students’ families make too much to get Pell grants but they still don’t have enough to pay for it themselves,” said another. “It costs about the same to go here as it would to go in-state in New Jersey,” said one out-of-state student. Yet, many across campus speak with pride about the number of students “turned away” in the admissions process. It appears many believe that greater selectivity will result in added prestige and higher comparative rankings. A member of the athletic department was not alone among those who boasted, “We turn away a huge portion of our applicants.” An academic dean stated firmly, “We rejected 7,000 students! That says a lot for our reputation.” Yet, an academic administrator summed up BU students as, “Those who couldn’t get into anywhere else.” Bloomsburg students So who are Bloomsburg University students? The students themselves seem to have the most accurate perspective. “I think we’re pretty much all the same, academically,” said one first-year student. “People are not overly-focused on grades here,” said another. “People are great here. I met all my best friends my first day here,” said a fourth-year student. A CGA leader said, “I came to BU with a clean slate. I took to heart that you could come to college and get a fresh start. I was a pretty average student in high school. I think most students here fall into that category. It’s not just for the 96th percentile kids. The typical BU kid is from the 50th to the 75th percentile. There are some ‘C’ students and some valedictorians.” As one student from Columbia County put it, “If you went to BU from my high school, it meant you didn’t want to go out of town like everyone else, but it also meant you didn’t want to go to a community college.” BU students tend to be friendly and open. “I’ve met so many people,” said one freshman, “and no really bad experiences. Everybody has been real friendly and open, even the upper classmen.” An out-of-state student said, “It great to be from another state. You’re sort of an oddity. They ask about my accent and want to find out more about you.” Bloomsburg students are typically not from higher socio-economic strata. One student said, “There are a lot of students here who work to make ends meet. Although most of us keep our financial matters to ourselves, there’s obviously a lot of stress about money and where it’s going to come from.” Students are frank about some students’ reasons for coming to BU. “A lot of students are here for the same reason I’m here, to get a good job. But, invariably after class the discussion always turns to what party to go to and where to go to get drunk. But somehow, kids get their work

done.” Another student agreed, “Certain people surprise you. They don’t do anything – never study – they’re loud – they’re sociable – never sleep – and still they seem to do okay.” If there are no official cliques at Bloomsburg, there are certainly identifiable groups. Out of the necessity of training, practice and competition schedules, athletes are a social class unto themselves. “Those on the sports teams, they’re always together. They eat together, live together, they’re always busy, they have to hang together,” said one student. Athletes agree. “I think Bloom gives you the opportunity to meet a lot of people, it’s just too hard when you spend all the time with the same people and have the same practice schedule,” said one football player. “When I was a freshman, I said I would be friends with those guys forever, now it’s only football,” said another. A softball player said, “I live with 5 other softball players. I used to have friends from freshman year but I only hang with the softball team now.” A swimmer said, “I would like to hang out with people from my major but I can’t – I have practice.” Members of Greek organizations, especially those in the well-developed sorority system, make up another identifiable social grouping. However, it appears from the interviews that there is a sizeable gulf in understanding and appreciation between Greeks and some members of the university faculty, staff and administration. According to the staff member responsible for Greek affairs, fully 10% of the undergraduate population are members of Greek social organizations. A member of the same department believes fewer than 100 students belong, “The Greek system is irrelevant at BU. We have very few fraternities and sororities.” According to the same Greek Affairs advisor, Bloomsburg has the largest number of Greek organization in the PASSHE. An admissions staff member believes the Greek system at Bloomsburg is dying. According to many faculty and staff members, Greek organizations carry a major portion of the blame for the “party school” image at Bloomsburg. Yet others say the problem is much larger and that the Greeks are just a convenient target. In the course of the student portion of the interviews frank views were expressed by a number of majority students concerning the degree of sharing and learning that took place between students of color and white students on campus. Some felt certain actions of the university regarding recruiting, admissions, housing, scholarships and school-sponsored activities contributed to this divide. We believe it would not be helpful or constructive to quote those students in this document. However, some comments by senior administrators and others interviewed for this project tended to support the students’ views that Bloomsburg has a ways to go in the area of fully embracing diversity on its campus. One vice-president said, “We are having a hard time integrating diversity into Bloomsburg.” Another vice-president said, “It’s pretty white bread here.” Another high level administrator admitted, “We are not yet at ease with our African-American students.” However, one student summed up the situation in a more positive light by saying, “You can find a niche at BU no matter who you are. Whatever environment you want – it’s so supportive and homey – you’ll always find a group to belong to” The classroom

Most of the discussion for this project regarding academic life at Bloomsburg focused on three aspects: small class sizes, close relationships between faculty members and students, and the strength of the programs leading to professional preparation. “Faculty come here because they want to teach – they love the students,” said one senior administrator. One academic dean left no doubt in his assessment, “Our strengths are access to faculty and our high quality professional colleges – business, education, nursing.” Another said, “Students get to know faculty because they work together on research projects – that’s where the connection is. It is our biggest strength and makes us unique. It is not present at the larger institutions at the undergraduate level.” “Teaching is our faculty’s primary purpose,” said another academic administrator. The closeness between faculty and students was characterized by another staff member, “Here our students and faculty go to activities together, it’s almost like a family.” A member of the Student Services department said, “A commitment to teaching is the hallmark of BU faculty. The majority love that part of it.” Faculty seem to agree, “At Bloomsburg, you’re going to be taught by PhD faculty, not a teaching assistant. You’ll be in a small class. Some of that will change, of course as we build more 90-seat lecture halls, but we promise to provide close student-teacher contact. We have to be mindful of that.” A vice-president said, “At our last accreditation students said they came here because we had small classes.” In general, students seem to agree with the assessment of faculty and staff, although some frankly admit to a lack of rigor in some of their classes. “I read more than I did in high school, but it was pretty much what I expected. It’s easier to take the tests if you do the reading.” “I never read in high school. It’s harder here, for sure, but I’m not worried about failing. It’s just different.” Other student comments about their experiences in the classroom covered a wide variety of areas. “I have a couple of classes with a couple of hundred kids. My favorite class is in my major. My professor tells a lot of stories – I like that.” “I like my biology class the best. The teacher really tries to get through to us and he cares that we do well. He makes jokes in class – he tries to, anyway.” “I get e mail responses from my professors the next day.” “I don’t have a lot of problems in class – I had only one mid tern this semester.” “I didn’t have any mid-terms at all. I’m doing about as well as I expected.” “I’m writing more essays than I expected – that’s about the biggest change from high school.” “I thought there would be more Scantron tests because my classes are so big.” “All my classes are lecture classes. I didn’t think I’d like it at first but it’s not that hard. I was nervous at first, but it’s not that hard. I didn’t have any mid-terms.” “The work load is so different from class to class.” “All my classes seem pretty easy, they seemed to pick up where I left off in high school. I didn’t take any AP courses.” “My Theater class has 150 in the auditorium. Biology has about 100 in the lecture. Sociology has about 150. I had a teacher say, ‘I don’t care if you come or not or if you pass, I’m just up here teaching, it’s your responsibility to learn.” “Most professors do a good job of supporting students in class. There are high expectations, of course – a lot of students act like they don’t care and just give up in those situations, though.” “The best thing about Bloom is the faculty. I have a mentor and he has done so much for me. Some professors I have had have done anything to help me over the years. You can be very close to your professors here – you wouldn’t get to know them at a larger school. Although some general education classes here can be pretty big – up to 200 students.” “I like being able to talk to my teachers. In my advanced classes there are only 10 students.” “Faculty are very approachable, they have office hours, they have e mail and

they get back to you right away.” “I transferred from a community college and the professors here are much more approachable.” “I’m in my professor’s office twice a week. He works with me tirelessly to help me get through class.” “The professors are pretty accessible here. They make time for you. There are rules in class, but there are always exceptions to them.” “All my professors know my name – except one – it’s a mass lecture.” “Professors say they have an open door policy and they mean it.” “In my major, all my teachers are very down-to-earth. It’s not that way in the gen eds unless that’s your major. The teachers seem to know that you’re only there to get the credit. They’re not that enthusiastic. There’s 200 in my General Psychology class.” “I think the small classes make a big difference. Here the professors know you and know when you’re not in class.” “I’ve had a really good relationship with most of my professors. I sent the professor in one class an e mail the other day and got a phone call back almost immediately and we talked the problem out. I don’t think that would have happened at a larger school.” Student life From the discussions resulting from the interviews, the question of student life at Bloomsburg University presents an intriguing paradox. Although alumni and students agree that being a student and living in Bloomsburg is one of the most satisfying, fun and memorable experiences of their lives, there is evidence that it could be better. Some aspects of student life receive high praise; the Recreation Center, the Upper Campus housing, the dining experience at the Commons, some aspects of dorm life, and being part of an athletic team or a member of a consuming student organization are just a few. Other aspects receive less positive reviews. There is universal agreement that weekend programming does not capture the imagination or participation of more than a small fraction of undergraduate’s attention. Low attendance at athletic events, most cultural arts events and other live performances is a problem recognized at all levels of the institution. School spirit and enthusiasm seems to be waning. Certain physical and social aspects of residential life, particularly on lower campus are viewed as problematic. However, despite apparent wide-spread dissatisfaction by some, no attribute or benefit of being associated with Bloomsburg University is agreed upon by more people than, “It is a place where undergraduate students can make friends and have fun.” So, somebody is obviously enjoying themselves here somewhere – on or off campus. One senior administrator believes Bloomsburg reputation for residential living is a major draw, “We’re a strong residential community. Students want to come here and live.” Another administrator said, “We’re a very student-centered institution. At the highest levels of administration, students come first.” She continued, “This is a place where people met and proposed, pulled pranks, studied, and made friends for life.” A member of the Student Services staff said, “We have good-looking student residences. We’re a dry campus and we have very few alcohol violations – on campus. Damage to the dorms is low. We give them nice places to live and they take care of them.” Another senior administrator talked of the residential living situation, “Having a split campus is a great disadvantage. We offer two distinct living options – as a reward for upper classmen. The off-campus housing situation is not good – the demand for on-campus housing is high.”

Regarding the issue of student engagement with school sponsored activities and athletic events, one administrator said, “How do you get athletics and the campus to come together? It’s tough. It’s the times, I think. We don’t have the engagement we used to have. I feel trying to convince the kids to come up here (on upper campus) to attend events is not worth the effort. They are just not geared to being active spectators and enthusiastic supporters of our teams.” Several students agreed, “Hardly anybody goes to football games on Saturdays like it was when I was in high school. It’s just not a ‘must-see.’ They’re not a big draw even though they’re really good.” Another said, “At BU there’s not a lot of participation for certain things. Just certain select groups go to things. More athletes go to athletic events than non-athletes.” An education major said, “I’ve gone to maybe 3 football games in 4 years. I’m not a big fan. Games are on Saturday and the campus is practically vacant.” Some see the most positive aspect of student life as a general, overall feeling of comfort, safety and contentment as a result of the Bloomsburg campus environment.. A faculty member said, “We have it all here. The alumni I talk to really enjoyed their time here. It was a time they look back on and always remember.” A member of the community agreed, “Alumni remember the university and the town. They always remember them being together and adding to their overall good experience.” Another said, “I have a niece and nephew who attended Bloom and they enjoyed their stay. They have very warm memories.” Students provide a slightly different view. “Weekends are dead,” said one junior, “there’s nothing to do. All the Pennsylvania kids go home. I stay in bed all weekend. People go out and drink. Most people I know don’t care about getting caught, even though it’s a big problem if you do.” “I think underage drinking is a bigger problem for people in town than it is for students,” said another student. “It’s kind of nuts at 2:30 in the morning with all the students trying to get back up the hill to their dorm.” Another student reasoned, “When people go to college, especially a state school, they drink a lot. It doesn’t make my experiences any worse. Some kids drink 5 nights a week.” A student from Maryland said, “A lot of people at BU choose to drink. A lot of social drinking goes on here. I was a little nervous about it at first. I don’t drink but I like to go to parties because I like the atmosphere. I’ve never seen a weekend when there was nothing to do.” “If you’re not a drinker, nightlife is very boring,” said a non-drinking student. “Thursday through Sunday night, you can’t get any work done if you live in town,” said another non-drinking athlete. A student government leader said, “I guess a lot of BU students just don’t care about the student life aspect of being at Bloom because they are overwhelmed with their class work. I guess they don’t have time to join an organization or go to a game. There are a lot of organizations but a core of students may belong to 4 or 5 of them. It may look like a lot of numbers but a lot of those students are counted over and over. I think a lot of students just get up, go to class, eat, come back, take a shower, go to bed and do it again.” Another student offered this view, “A lot of stuff happens here behind the scenes. We need more visible activities, more on-campus things. Why can’t the band do a pep rally on the quad for the teams? When the field hockey girls left for the national tournament, nobody knew when they were leaving or if they ever left. There was no big send off.”

Commuting students have still another view, “There are a lot of aspects of college life I’m missing out on as a commuter. I have a job and I help out on the farm. I haven’t joined any groups. I’ve made friends in class. You don’t come to college to make friends – it’s a by-product.” Another commuter said, “I’d say maybe 30% to 40% of students are commuters. There are a couple of commuter hang-out places but I would never go there. One is the basement of the Student Services building without any windows. I just go to the library to hang out and study.” Some are more upbeat. “I met all my best friends my first day here. I loved it from the beginning. I was having a great time in the dorm. My friends at home didn’t get acclimated to their college until after Christmas.” Another added, “Bloomsburg is my home – when I’m with my parents and I’m ready to leave, I say ‘I’m going home to my room at Bloom.’ I’m having different experiences all the time.” A student from New Jersey said, “It’s fun on the weekends. For the most part, there’s a lot to do. The Dance Show in the spring is really something.” Another student said, “You wouldn’t like it anywhere if you didn’t like it here. Some say it’s boring but we make a lot of our own fun here in the dorm. There really is a lot going on here.” A senior said, “You can walk down the street on any Friday night and find 6 house parties. You can be responsible and still have fun. If you get a little bit of both worlds – it’s another way students can connect. The party scene is part of the environment here.” The Recreation Center is a major gathering place said one student, “I really like the Rec Center. They have great classes there.” “I love Block Party and the Bloomsburg Fair. Those are memories I’ll take away for forever,” said another student. “It’s the whole college experience at Bloomsburg – academics, parties, meeting people, having fun,” said a Campus Ambassador. “There a lot to do,” said one out-of-state student, “200 clubs and the activities that go on – dances, movies, mid-might pizza, bingo. There are a ton of things to do on campus.” Another student said, “But it clears out on the weekends.” “I have friends who go to Penn State and they have to make appointments just to see each other. Here I see people I want to see all the time. People are closer and friendlier here than at a larger school,” said a student from a neighboring county. “I’m in 6 organizations,” said a student worker from the admissions office, “There’s at least one thing you can find to do or get involved with every day.” Apparently there is an unofficial “dress code” at Bloomsburg. “Dressing down” is definitely the way to go for the students interviewed for this study. “You learn early on this is a very dressed down campus. The longer you are here the more casual you dress. There is a very relaxed feeling here going to class,” was a typical student comment echoed my a number of students interviewed. “You can always tell the freshman in the fall,” said another upper classman, “they’re all dressed up for the first month or so, then they learn.” A non-Greek student said, “Greek organizations are a good way to form closer bonds with people. Sometimes their methods are questionable – the ways they go about forming those bonds. With any organization, you need to practice good time management. Greek life definitely has a role on campus – sometimes it gets a bad name because of the media.” Greek life is definitely a factor in the overall picture of student life at Bloomsburg, but one that seems oddly out of focus. Greeks are confused and conflicted about the relationship between

their organizations and the university. “The school depends on us to be active in community service but very little comes back to us in the way of support,” said one Greek officer. “BU runs its fraternities differently than other schools I’ve visited. I don’t ever wear my colors to class. I’m afraid my professor would be biased against me,” said another. One sorority member said, “I had a class where I really liked the professor and I was really doing well and we really hit it off. About two-thirds through the semester, I wore my sweatshirt to class and after that the professor just turned away from me. It was never the same after that.” “I feel Greeks are very much frowned upon at BU,” said another officer, “ ‘all you do is party’ is all we ever hear from the administration and faculty,” said a graduating Greek senior. But despite the feelings of estrangement, Greeks seem to be enjoying the experience. “Greek life has been wonderful for me,” said another sorority member, “I’ve met most of my friends through the sorority.” “We make things more fun here. It’s great to have a place to go where everyone knows you and likes you,” said another. Another senior Greek said, “Greek life has gotten me more involved and developed my people skills. Employers like people who know how to socialize – it gets you into things you would have never thought of doing. At Homecoming and Block Party a lot of our alums come back – it’s great!” Outcomes Among those interviewed for this project, there is general agreement that for most Bloomsburg University students the promise of access to a professional career by virtue of their degree is the most important promise the university can deliver. In fact, a high-level BU administrator put it bluntly, “Students who come to Bloomsburg think its going to help them get a good job.” An academic dean put it another way, “What we do is provide opportunity.” An administrative staff member said, “We have great graduates, particularly in teaching, nursing and business.” However, a member of the faculty provided another view, “Is Bloomsburg becoming a professional preparation school? We struggle with that. I’ve heard that and in a sense we’re moving in that direction. From faculty, I hear it in a negative way.” Another added, “Faculty perceive that our first generation students need something beyond vocational training – they need an expansion of their thinking, awareness of possibilities, alternatives – to get out of the very small worlds they come from. Both intellectually and socially they need to look at broader horizons. We can’t do that if we emphasize and promise that we will make you an accountant – that you can walk out of here directly into a job.” Still another said, “They come for training or whatever and then they have doors opened and their horizons broadened. It’s a chance to grow.” Finally, a faculty member concluded, “That’s part of it – they can follow the American Dream by coming to Bloomsburg. They see all the possibilities.” A prominent member of the Bloomsburg community stated, “One of the most important words to remember about BU is ‘opportunity.’ It provides opportunity for a very wide range of students. There is still room for average students. Accessibility and opportunity are the operative words.”

Apparently, the university agrees and provides students with the tools to access the professions, “Most people in the accounting field have jobs by October of their senior year. I already have a job in Philadelphia. I’m so happy to already have a job. They are really good at recruiting, especially in the business department,” said one senior accounting student. Another student said, “The education department has a teaching fair. A lot of school systems come in and recruit our education majors.” A commuting student from Danville said, “I went to a job fair 2 weeks ago. I got business cards, appointments and gave out my resume. I was impressed with what they had.” Students, while agreeing that the opportunity to gain access to professional careers was an essential part of the Bloomsburg promise, saw other outcomes as well. One senior said, “The most important thing for me to come out of BU with is to be well-rounded. I am gaining experiences from all the people I meet – life skills – living here is learning every day.” Another said, “In college, they are teaching you how to think, not just what to think. We gain critical thinking skills.” Still another added, “The people skills I’ve gotten here will allow me to transition into different careers to find my own mark in life.” Still another said, “The most important thing I will have gotten from BU is my communication skills. You can’t be afraid to talk about what you’re good at. During your time at Bloom you become an enhanced version of yourself.” For still others, Bloomsburg is all about the memories of the good times spent with friends and participating in organizations and activities. “I wouldn’t change a thing about my time at Bloom – all the memories. This is my senior year – it’s been amazing,” said one student-athlete. A CGA officer said, “My best memories will be related to my experiences in leadership roles.” One graduating student summed up the feelings of most students interviewed, “I wish I didn’t have to go, I hate to think of leaving Bloomsburg.” Another echoed, “BU has been very good to me – a great experience – I don’t regret anything – I’m so glad I came here.” A Greek fraternity member said, “You’ll never forget Bloomsburg. Alumni come back because they miss it. They tell us, ‘Don’t ever leave!’” Finally, another senor said, “I would stay at Bloomsburg forever if I could. I never want to leave. I’m kind of sad to graduate.” The promise Although most faculty members, staff, students, alumni, guidance counselors and community members expressed uncertainty about the concept of an institutional brand, a few individuals had thoughtful and insightful comments regarding the Bloomsburg University “brand” or “promise.” One high-level administrator saw the brand as “Our personality – we’ve tried to get the personality of BU out as a warm community through the ‘Faces of BU’ on our website. I think our publications portray the warmth and personality of the institution.” An academic administrator stated, “Bloomsburg is unique – we offer a quality education at less cost in a family environment.” A university vice-president stated firmly, “We’re a strong residential university.” Another top-level administrator said, “We’re going to remain a strong undergraduate institution.” Another administrator saw the brand as multi-faceted, “We’ve got it all – great teachers, academics, technology, facilities – especially our residential facilities.” A member of the athletic department said, “In order to stay attractive, we need to constantly assess students’ expectations, particularly in the areas of housing and new academic programs.”

Another staff member said, “The housing we have on campus is in many cases better than the houses they have at home.” An academic dean said, “We have one of the nicer residential facilities. We’re closer to a small, private liberal arts experience.” A classified staff member said, “We’re known for our housing – and for our partying.” One academic administrator saw little purpose in the need to identify a brand. “I don’t see the problem. All the indicators I look at – we’re in good shape. Plenty of students – good graduation rate – we find students jobs. If we do a better job at marketing and communications, what will change?” Another staff member seemed to answer this question, “Why should we be thinking about our brand? I’ll tell you why. We have all these wonderful things now – but when the demographics change – what then? We need to prepare now for the inevitable drop off in about 4 years.” Another administrator agreed, “This is the time to think about this. We have a good physical plant, budget, good relations with PASSHE, good location, the demographics are good, we have strong leadership – we’re a healthy institution.” One staff member familiar with branding methodology stated, “We have focused on being a residential campus – that’s our core. We have the highest rate of on-campus residential students among PASSHE schools. Is this how we want to brand, perhaps? Is this what our brand should be?” A student services administrator said, “A great direction we need to go in is to have more comprehensive student services and vibrant weekend programming. Our cultural arts programming needs to improve as well.” A faculty member said, “Couldn’t the brand be an all encompassing college experience where it’s safe?” Another professor said, “The brand doesn’t have to talk to everyone. In infers an audience.” A member of the community saw the size of the university as a key component of its brand, “I would not like to see the university have rapid growth in numbers. Its size is one of its important attractions. Growth should be very measured. Bigger is not always better.” Some saw the identification of a brand in problematic terms, “Coming up with a unique brand for Bloomsburg is going to be difficult. We’re a state-supported regional institution. We’re here to serve the broadest base of the Commonwealth,” said one admissions staff member. Another administrator said, “We’re discouraged from competing with other PASSHE schools. How are we going to carve out our own unique identity?” A classified staff member agreed, “The state system has a lot of influence on who we are. What is our identity separate from Lock Haven, West Chester or Mansfield? Aren’t we all the ‘gateway’ for students? I think you have to look at the whole state system” Another administrator said, “We’re not destined to become a research-one university. This is frustrating to some faculty. There is a place for a good, comprehensive state university. What’s wrong with that? We’re constantly fighting people who want us to be who we are never going to be.” Another senior staff member said, “Bloom is what it is – always has been, always will be.”

Online Branding Survey Methodology On February 27, 2007 an online survey was attached to the Bloomsburg University website by way a link on the home page. The survey remained active until April 2. The survey was constructed using Zoomerang, an online survey subscription service. A copy of the survey can be found in the Appendix. Response rate A total of 559 complete and 225 partial responses were recorded. For the purposes of this analysis, all 784 responses were tabulated. Although there is no single standard to compare response rates to online surveys of this type, given the overall size of the Bloomsburg University community, it can be concluded that the responses to this survey represent a fairly reliable approximation of opinion from a number of constituencies, especially undergraduate students. Profile of respondents Status Number Percentage Undergraduate student 370 47% Graduate student 33 4% Alumni 152 19% Administrative staff 67 9% Faculty or instructional staff 79 10% Classified staff 40 5% Parent 21 3% Friend of the university 12 2% Other* 10 1% Total 784 100% *Includes sibling of current student, retired staff or faculty, non-degree student, international student, visitor, former student, former staff member and prospective student

Survey construction The survey was built around seven core and eight secondary attributes and benefits of the university that were revealed during the on-campus interviews. The seven core attributes and benefits are: Accessibility Campus environment Cost Location Preparation for professional careers Residential living experience Reputation The eight secondary attributes and benefits are: Diversity Facilities Faculty interaction with students Lasting memories Represents what is good about America School spirit Student support services Value added aspect of higher education Respondents were asked to reply to 36 statements on a 5-point Likert scale of agreement ranging from “strongly agree” to “strongly disagree.” Although the statements were arranged in random order in the survey, each statement in the survey was associated with at least one of the attributes or benefits. Some statements supported more than one attribute or benefit. The grouping of statements is shown below. I. Core attributes and benefits Accessibility …is a place where students from all backgrounds and levels of academic achievement can have an opportunity to learn and grow. …is accepting of all persons regardless of background, ethnicity, lifestyle, religious belief, sexual orientation or political affiliation. …is affordable to most people who desire higher education …makes it easy for students to transfer credits from other colleges and universities

Campus environment …maintains a warm and friendly campus environment …is a center for the arts and cultural enrichment …welcomes all persons regardless of background, ethnicity, lifestyle, religious belief, sexual orientation or political affiliation. …is committed to providing a forum for the discussion of a wide range of social issues …is known as a place where undergraduate students can make friends and have fun …offers connections to world to present a more international view for its students, faculty and staff …provides a technologically superior communications and learning environment …provides an outstanding array of student organizations and leadership opportunities Cost …is affordable to most people who desire higher education …is aggressive in helping students find the financial resources to fund their education …does not burden its graduates with overwhelming debt Location …benefits greatly from its location within the town of Bloomsburg, Pennsylvania …is located just far enough away from metropolitan areas. …benefits from being located in one of the best states to live in the nation. …is located in a beautiful part of Pennsylvania Preparation for professional careers …provides opportunities for students to obtain outstanding preparation for professional careers Residential living experience …is a great place to live on campus …provides a number of outstanding options for residential living …has a vibrant and well-attended complement of weekend activities for students …is known for its thriving on-campus residential community

…has exceptional residential living facilities Reputation …has academic departments with strong regional or national reputations …has faculty with strong national reputations in their fields …is known for its outstanding intercollegiate athletic programs …is known as a place where undergraduate students can make friends and have fun …is known for its thriving on-campus residential community II. Secondary attributes and benefits Diversity …is a place where people from diverse backgrounds come together to learn from and respect each other …welcomes all persons regardless of background, ethnicity, lifestyle, religious belief, sexual orientation or political affiliation. Facilities …has outstanding educational facilities …has exceptional residential living facilities …has a remarkably attractive campus Faculty interaction with students …is a place where faculty’s uncommon commitment to teaching enriches the learning environment for students to a greater degree than one might find at a larger university. Lasting memories …is a place that I will always remember where I spent some of the best years of my life Represents what is good about America …embraces the basic American values of honesty, hard work, compassion and tolerance. School spirit …creates a strong sense of enthusiasm and allegiance among its undergraduate student population

Student support services …provides a comprehensive system of academic support services …provides an outstanding array of student organizations and leadership opportunities …makes it easy for students to transfer credits from other colleges and universities Value added aspect of higher education …adds significantly more value to the undergraduate experience than larger universities or more expensive private colleges. …provides opportunities for students to obtain outstanding preparation for professional careers

Findings Individual survey statements Note: statements have been listed in order of sum of strongly agree or agree Please indicate how much you agree or disagree that Bloomsburg University is… Statement

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

A place where undergraduate students can make friends and have fun

42% 44% 10% 4% 1%

Is located in a beautiful part of Pennsylvania 37% 49% 9% 3% 2% Is a place where students from all backgrounds and levels of academic achievement have an opportunity to learn and grow

23% 57% 13% 5% 2%

Is affordable to most people who desire higher education

33% 44% 16% 6% 2%

Provides an opportunity for students to obtain excellent preparation for professional careers

24% 52% 15% 7% 2%

Welcomes all persons regardless of background, ethnicity, lifestyle, religious belief, sexual orientation or political affiliation

31% 42% 16% 8% 3%

Maintains a warm and friendly campus environment

23% 50% 16% 9% 2%

Provides an outstanding array of student organizations and leadership opportunities

22% 48% 21% 8% 2%

Provides a comprehensive system of academic support services

16% 53% 21% 8% 1%

Provides a technologically advanced communications and learning environment for faculty, staff and students

16% 52% 21% 9% 2%

Is a place I will always remember where I spent some of the best years of my life

34% 32% 22% 9% 4%

Is located just far enough away from metropolitan areas

21% 44% 17% 12% 6%

Has academic departments with strong regional or national reputations

21% 43% 215 12% 4%

Benefits greatly from its location within the town of Bloomsburg, Pennsylvania

18% 44% 19% 12% 6%

Has a remarkably attractive campus 24% 37% 19% 12% 9% Is a place where the faculty’s uncommon commitment to teaching enriches the learning environment for students to a greater degree than one might find at a larger university

19% 41% 22% 13% 4%

Is known for its outstanding intercollegiate athletic programs

19% 40% 25% 11% 5%

Embraces the basic American values of honesty, hard work, compassion and tolerance

15% 44% 28% 10% 3%

Statement

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

Is a place where people from diverse backgrounds come together to learn from and respect each other

17% 41% 25% 15% 2%

Has outstanding educational facilities 15% 43% 28% 11% 3% Does not burden its graduates with overwhelming debt

18% 39% 30% 11% 2%

Has faculty members with strong national reputations in their fields

17% 39% 27% 135 5%

Is committed to providing a forum for the discussion of a wide range of social issues

12% 43% 325 11% 2%

Adds significantly more value to the undergraduate experience than larger universities or more expensive private colleges

19% 35% 27% 14% 5%

Provides a number of outstanding options for residential living

15% 39% 26% 16% 4%

Creates a strong sense of enthusiasm and allegiance among its undergraduate student population

14% 39% 29% 14% 3%

Benefits from being located in one of the best states to line in the nation

22% 28% 28% 15% 6%

Is a great place to live on campus 14% 36% 33% 13% 4% Provides a comparable college experience for commuting and residential students alike

11% 38% 29% 17% 4%

Is a center for the arts and cultural enrichment

11% 38% 28% 18% 5%

Is known for its thriving on-campus residential community

15% 31% 32% 19% 4%

Offers connections to the world to provide for a more international view for its students, faculty and staff

9% 37% 33% 18% 3%

Makes it easy for students to transfer credits from other colleges and universities

13% 32% 45% 8% 3%

Has exceptional residential living facilities 11% 32% 34% 20% 4% Is aggressive in helping students find the financial resources to fund their education

7% 32% 39% 17% 5%

Has a vibrant and well-attended complement of weekend activities for students

9% 26% 35% 22% 8%

Ten statements that elicited a 20% or more disagree or strongly disagree responses Note: statements have been listed in order of sum of disagree or strongly disagree responses Statement

Strongly agree

Agree

Neutral

Disagree

Strongly disagree


9% 26% 35% 22% 8%

Has exceptional residential living facilities 11% 32% 34% 20% 4% Is a center for the arts and cultural enrichment

11% 38% 28% 18% 5%


15% 31% 32% 19% 4%

Is aggressive in helping students find the financial resources to fund their education

7% 32% 39% 17% 5%

Has a remarkably attractive campus 24% 37% 19% 12% 9% Benefits from being located in one of the best states to live in the nation

22% 28% 28% 15% 6%

Provides a comparable college experience for commuting and residential students alike

11% 38% 29% 17% 4%


9% 37% 33% 18% 3%


15% 39% 26% 16% 4%

Results organized under each group of Core attributes and benefits Core attributes and benefits have been listed in order of aggregate score that is the sum of Agree and Strongly Agree responses. Accessibility Statements

Aggregate score

Is a place where students from all backgrounds and levels of academic achievement can have an opportunity to learn and grow

80


73


77

77 Preparation for professional careers Statement

Aggregate score

Provides opportunities for students to obtain outstanding preparation for professional careers

76

76 Location Statements

Aggregate score


62


65

Benefits from being located in one of the best states to live in the nation

50

Is located in a beautiful part of Pennsylvania

86

66

Campus environment Statements

Aggregate score


73

Is a center for the arts and cultural enrichment

49

Welcomes all persons regardless of background, ethnicity, lifestyle, religious belief, sexual orientation or political affiliation.

73

Is committed to providing a forum for the discussion of a wide range of social issues

55

Is known as a place where undergraduate students can make friends and have fun

86

Offers connections to world to present a more international view for its students, faculty and staff

46

Provides a technologically superior communications and learning environment

68


70

65 Reputation Statements

Aggregate score


64

Has faculty members with strong national reputations in their fields

56


59

Is known as a place where undergraduate students can make friends and have fun

86


46

62

Cost Statements

Aggregate score


77

Is aggressive in helping students find the financial resources to fund their education

39

Does not burden its graduates with overwhelming debt

57

58 Residential living experience Statements

Aggregate score

Is a great place to live on campus

50


54


35


46

Has outstanding residential living facilities

43

46

Results organized under each group of Secondary attributes and benefits Secondary attributes and benefits have been listed in order of aggregate score that is the sum of Agree and Strongly Agree responses. Lasting memories Statement

Aggregate score

Is a place that I will always remember where I spent some of the best years of my life

66

66 Value added aspect of higher education Statements

Aggregate score

Adds significantly more value to the undergraduate experience than larger universities or more expensive private colleges

54

Provides opportunities for students to obtain outstanding preparation for professional careers

76

65 Student support services Statements

Aggregate score


69

Makes it easy for students to transfer credits from other colleges and universities

45


70

61

Faculty interaction with students Statement

Aggregate score

Is a place where faculty’s uncommon commitment to teaching enriches the learning environment for students to a greater degree than one might find at a larger university

60

60 Represents what is good about America Statement

Aggregate score

Embraces the basic American values of honesty, hard work, compassion and tolerance

59

59 Diversity Statements

Aggregate score

Is a place where people from diverse backgrounds come together to learn from and respect each other

58

Welcomes all persons regardless of background, lifestyle, religious belief, sexual orientation or political affiliation

73


46

59 Facilities Statements

Aggregate score

Has outstanding educational facilities

58

Has exceptional residential living facilities

43

Has a remarkably attractive campus

61

54

School spirit Statement

Aggregate score

Creates a strong sense of enthusiasm and allegiance among its undergraduate student population

53

53

Ranking of attributes and benefits Note: score is the average of strongly agree or agree responses to statements grouped under fifteen core and secondary attributes and benefits Ranking of core attributes and benefits Core attribute and benefit

Score

Accessibility 77 Preparation for professional careers 76 Location 66 Campus environment 65 Reputation 62 Cost 58 Residential living experience 46 Ranking of secondary attributes and benefits Secondary attribute and benefit

Score

Lasting memories 66 Value added aspect of higher education 65 Student support services 61 Faculty interaction with students 60 Diversity 59 Represents what is good about America 59 Facilities 54 School spirit 53

Crosstab analysis of survey results by respondent status Top ten attributes and benefits by major respondent groups Undergraduate students Statement

Aggregate “agree”

score A place where undergraduate students can make friends and have fun

80%

Is located in a beautiful part of Pennsylvania 76% Welcomes all persons regardless of background, ethnicity, lifestyle, religious belief, sexual orientation or political affiliation

76%

Is a place where students from all backgrounds and levels of academic achievement have an opportunity to learn and grow

74%


69%


67%

Is a place I will always remember where I spent some of the best years of my life

66%


65%


65%


64%


64%

Alumni

Statement


score A place where undergraduate students can make friends and have fun

97%

Is located in a beautiful part of Pennsylvania 92% Is a place I will always remember where I spent some of the best years of my life

90%


87%


87%


86%


85%


84%

Has a remarkably attractive campus 84% Provides an outstanding array of student organizations and leadership opportunities

83%

Administrative staff

Statement


score Is located in a beautiful part of Pennsylvania 98% A place where undergraduate students can make friends and have fun

91%


87%


87%


86%


81%


79%


75%


74%

Has a remarkably attractive campus 72%

Faculty or instructional staff

Statement


score Is located in a beautiful part of Pennsylvania 96% Is a place where students from all backgrounds and levels of academic achievement have an opportunity to learn and grow

88%


82%


82%


81%

Is a place where the faculty’s uncommon commitment to teaching enriches the learning environment for students to a greater degree than one might find at a larger university

79%


72%


71%


67%

Does not burden its graduates with overwhelming debt

67%

Classified staff

Statement


score Is located in a beautiful part of Pennsylvania 97% A place where undergraduate students can make friends and have fun

90%


89%


86%


84%


76%


76%


75%


75%


72%

Parents

Statement


score Is located in a beautiful part of Pennsylvania 94% Provides opportunities for students to obtain excellent preparation for professional careers

94%


93%


93%


86%


83%


81%


81%

Has outstanding educational facilities 81% Benefits greatly from its location within the town of Bloomsburg, Pennsylvania

80%


80%

Comparison ranking of top aggregate “agree” scores to statements by respondent status Statement “Is located in a beautiful part of Pennsylvania” Respondent status Score Rank

Undergraduates 76% 2 Alumni 92% 2 Administrators 98% 1 Faculty 96% 1 Staff 97% 1 Parents 94% 1 Statement “A place where undergraduate students can make friends and have fun” Respondent status Score Rank

Undergraduates 80% 1 Alumni 97% 1 Administrators 91% 2 Faculty 82% 3 Staff 90% 2 Parents 93% 4 Statement “Is a place where students from all backgrounds and levels of academic achievement have an opportunity to learn and grow” Respondent status Score Rank

Undergraduates 74% 3 Alumni 87% 4 Administrators 87% 4 Faculty 88% 2 Staff 86% 4 Parents 73% 15

Statement “Provides an opportunity for students to obtain excellent preparation for professional careers” Respondent status Score Rank

Undergraduates 67% 6 Alumni 84% 7 Administrators 87% 3 Faculty 82% 4 Staff 65% 13 Parents 94% 2 Statement “Is affordable to most people who desire higher education” Respondent status Score Rank

Undergraduates 69% 5 Alumni 87% 5 Administrators 81% 6 Faculty 81% 5 Staff 84% 5 Parents 67% 17 Statement “Maintains a warm and friendly campus environment” Respondent status Score Rank


Statement “Welcomes all persons regardless of background, ethnicity, lifestyle, religious belief, sexual orientation or political affiliation” Respondent status Score Rank

Undergraduates 76% 3 Alumni 81% 11 Administrators 71% 11 Faculty 52% 19 Staff 71% 10 Parents 70% 16 Statement “Provides an outstanding array of student organizations and leadership opportunities” Respondent status Score Rank

Undergraduates 64% 10 Alumni 83% 10 Administrators 79% 7 Faculty 60% 16 Staff 75% 8 Parents 76% 17 Statement “Provides a comprehensive system of academic support systems” Respondent status Score Rank


Statement “Provides a technologically advanced communications and learning environment for faculty, staff and students”” Respondent status Score Rank


Analysis The online survey adds further support to the core attributes and benefits of Bloomsburg University identified during the on-campus interviews. In addition the survey identified several aspects of student life that many respondents believe could be improved. The areas of strongest agreement centered on statements that related to Accessibility, Preparation for Professional Careers and to a slightly lesser degree Location and Campus Environment. The statement that received the strongest agreement was:

“Bloomsburg University is a place where undergraduate students can make friends and have fun.”

86% of all respondents strongly agreed or agreed with that statement. An equal percentage of respondents strongly agreed or agreed that:

“Bloomsburg University is located in a beautiful part of Pennsylvania.” Other statements that received a strongly agreed or agree response from at least 70% of respondents included,

“Is a place where students from all backgrounds and levels of academic achievement have an opportunity to learn and grow” “Is affordable to most people who desire higher education” “Provides an opportunity for students to obtain excellent preparation for professional careers” “Welcomes all persons regardless of background, ethnicity, lifestyle, religious belief, sexual orientation or political affiliation”

“Maintains a warm and friendly campus environment” “Provides an outstanding array of student organizations and leadership opportunities”

The areas of strongest disagreement centered on statements that related to Residential Living, School Spirit, Facilities and Cost. The statement that received the strongest disagreement was:

“Has a vibrant and well-attended complement of weekend activities for students” 30% of all respondents strongly disagreed or disagreed with that statement. Other statements that received a strongly disagree or disagree response from at least 20% of respondents included:

“Has exceptional residential living facilities” “Is a center for the arts and cultural enrichment” “Is known for its thriving on-campus residential community” “Is aggressive in helping students find the financial resources to fund their education” “Has a remarkably attractive campus” “Benefits from being located in one of the best states to live in the nation” “Provides a comparable college experience for commuting and residential students alike” “Offers connections to the world to provide for a more international view for its students, faculty and staff” “Provides a number of outstanding options for residential living”

The cross tab analysis of responses by participant status reveals an interesting comparison of levels of agreement to the various statements. Although there is universal strong agreement that Bloomsburg University is located in a beautiful part of Pennsylvania and that the university is a place where students can make friends and have fun, there is less agreement about some of the other highly-rated statements. Although most groups agreed that BU is a place where students from all backgrounds and levels of academic achievement have an opportunity to learn and grow, parents rated this statement in the middle of the list. Staff had a significantly lower level of agreement to the statement, “Provides and opportunity to obtain preparation for professional careers.” In a similar way, parents had a far lower level of agreement that BU is affordable to most people who desire higher education. However, there was a consistent level of agreement among all groups that BU maintains a warm and friendly environment.

Discussion Using the statements of attributes and benefits of the university receiving the greatest degree of agreement it is possible to craft a positioning statement.

Located in the Town of Bloomsburg, Pennsylvania and surrounded by a region of great natural beauty, Bloomsburg University welcomes students from diverse backgrounds and a wide range of academic and personal talents. Its progressive admission policies and affordable costs ensure continuing access to its outstanding academic programs and excellent professional preparation. Its open, friendly and active residential campus environment allows students to develop deep and lasting relationships.

The areas of strongest agreement centered on statements that related to Accessibility, Preparation for Professional Careers and to a slightly lesser degree Location and Campus Environment. There is compelling evidence from the results of this survey that there are several aspects and benefits of Bloomsburg University that are universally held and constitute key elements to the BU brand. They are: Accessibility – BU constituents believe a major core value of the institution is open and welcoming stance toward students from a wide range of backgrounds. Complementing this belief is the hope that the university will continue to hold costs within reach of average income families. Opportunity – The primary benefit for BU students is the promise of achieving the American Dream by virtue of the completion of academic programs that lead to desireable professional careers. Location – The vast majority of BU constituents believe that the personality of the institution has been largely determined by its location in one of the most beautiful parts of Pennsylvania generally and within the Town of Bloomsburg specifically. Campus environment – Survey respondents believe that the campus environment of Bloomsburg University is warm, friendly, supportive, comfortable, and conducive to making friends and having fun. The areas of strongest disagreement focused mainly in the area of residential living and student life. Thirty percent of all respondents disagreed with the statement, “Bloomsburg University has a vibrant and well-attended complement of weekend activities for students” Note: It is interesting to note that twice as many alumni as undergraduates agreed with the statement, “Bloomsburg University has a remarkably attractive campus.” This survey was taken during a time of intense construction activity in the center of lower campus. It is likely this activity affected responses.

Bloomsburg University Personality Profile A standard institutional personality inventory was administered to 100 Bloomsburg University faculty, staff, students and alumni. The purpose of this activity was to determine if the primary constituents of Bloomsburg University held discernible attitudes about the characteristics of the institution. A copy of the Profile can be found in the Appendix. Methodology Survey respondents were presented with nineteen paired antonyms along a Likert scale and were asked to place a checkmark along the scale at a point where they believed the “personality” of Bloomsburg University best belonged. Checkmarks were converted to a numeric between 1 and 5 with a “1” representing a a choice that agreed completely with the word on the left hand side of the page and a “5” representing a choice that agreed completely with the word on the right hand side of the page. A score of “3” can be interpreted as a belief by the respondent that the personality of Bloomsburg University is equidistant from the meanings of the two words presented. A score closer to “1” represents a belief that the personality is closer to the word on the left and a score closer to “5” represents a belief that the personality is closer to the word on the right. Profile of respondents Status

Number

Undergraduates 50 Graduate students 5 Administrators 14 Faculty 17 Classified staff 9 Alumni 5 Total 100

Findings The nineteen pairs of words and their aggregate scores are presented below. The highlighted pairs indicate areas of strongest directional opinion.

Score Serious 3.23 Fun

Traditional 2.69 Contemporary Liberal 2.75 Conservative

Feminine 2.75 Masculine Demanding 2.80 Easy

Isolated 3.10 Nearby Diverse 2.92 Homogenous

Involved 2.41 Passive Jockish 2.65 Nerdish

Compliant 2.70 Resistant Slow 3.03 Fast

Orderly 2.43 Chaotic Activist 2.76 Intransigent Open 2.18 Standoffish Elite 3.26 Egalitarian

Savvy 2.67 Backward Warm 2.23 Cool Just 2.46 Biased

Inclusive 2.29 Restrictive Analysis The words that received the strongest opinions were “OPEN,” “WARM,” “INCLUSIVE,” “INVOLVED,” “ORDERLY” and “JUST.” When just undergraduate responses were tabulated, the words with the strongest opinions were “OPEN,” “WARM,” “INCLUSIVE,” “INVOLVED,” “ORDERLY” and “FUN.” Discussion This activity, conducted during the other on-campus research activities, confirms much of what was learned during the interviews, online survey, in-depth telephone interviews and branding sessions. Members of the Bloomsburg University community view the institution as accessible and welcoming to all. Students and staff alike believe that, in general, the University treats its various constituencies fairly. The campus environment is characterized by a great number of student organizations that add to the overall campus climate. And, from a student’s perspective, underpinning all of this is the sense that Bloomsburg University is a place where you can have fun while going about the necessary business of achieving your academic and personal goals.

In-depth telephone interviews Guidance counselors and engaged alumni Profile of participants/methodology Participants in this activity were selected from lists provided by the offices of Admissions and Alumni Affairs. A mailing was sent to each person on the list outlining the project and the nature of the interviews. Those who responded to the mailing were called a maximum of three times in an attempt to arrange interviews. A total of nineteen thirty-minute interviews were completed successfully. To encourage greater participation by guidance counselors, the survey was converted into an online version. Copies of the interviews questions can be found in the Appendix. Findings Guidance Counselors Impressions of the campus and facilities For those counselors having visited the Bloomsburg campus in recent years, most were considerably impressed and pleasantly surprised at the physical improvements. One said, “It’s much better than ten years ago. More resources for students, the technology is greatly improved, there is much more to do on campus.” Another said, “I was amazed at the new Rec Center. I wish they had one like that when I was there. For today’s students, that’s a required element.” “I like the plans for the new quad. It will be beautiful when it is finished,” said another. Accessibility Counselors appreciate that students from a wide range of academic abilities, interests, talents and economic backgrounds can realistically consider Bloomsburg University. “There are multiple avenues for admission at Bloom,” said one counselor, “it’s not just formula driven.” “Good, average kids can get into Bloomsburg,” said another, “that’s important when you are in my position.” Regarding the cost of higher education, “Students from families with average incomes can go to Bloomsburg without putting themselves and their families deeply in debt,” said one counselor from a high school in the area.

Reputation “Bloomsburg is known for having quality professors, excellent learning opportunities in and out of the classroom as well as excellent education, business and nursing programs,” said one counselor from a high school in an adjoining county. Another said, “They have a variety of quality majors, they get excellent advising and, most importantly the promise of a good job and/or graduate school opportunities after they graduate.” The “party school” reputation has not gone unnoticed in area high schools. One counselor in a high school in a neighboring town said, “The local press is rough on Bloom. All the negative stuff gets a lot ink. A lot of students think it’s a party school.” “Some students believe that a state school education can’t possibly be as good a private school education,” said another counselor. Competition According to guidance counselors, Bloomsburg University competes strongly with several other PASSHE schools in the state (Kutztown, Shippensburg, Millersville, Lock Haven, West Chester) as well as a number of small, private colleges in the area. The students High school students from the region who choose to apply to Bloomsburg University tend to fall into a number of consistent categories. “They are good, solid, high-average kids from middle income families,” said one counselor. Another said, “The ones that are more career-focused tend to see Bloom as the ticket to a better job and life. It has really good professional programs and that means a lot to kids from homes of modest means. It’s all about opportunity for them.” Another said, “Middle-of-road kids, not the most outstanding kids but a few student leaders – those with a strong work ethic from families with average incomes.” Campus life According to the counselors interviewed, Bloomsburg is known for its “comfortable atmosphere and environment.” As one counselor put it, “it’s like being at home even though you’re not at home.” “It’s a friendly place, easy to navigate, always full of activity, self-contained – everything you would ever need is right there,” said another counselor. Another said, “Bloomsburg is not overwhelming to students like some larger campuses are. Within a day or two you know where everything is and know your way around.” Residential life also received high praise, “there are so many housing options at Bloom,” said one counselor, “It’s very flexible. The students who come back and talk about living on campus say they love it.” “It seems there’s always something going on – except for the weekends. I have a lot of students who come home every weekend because they say there was nothing to do,” said one counselor from a high school in a neighboring county.

Academic life The most common theme expressed by guidance counselors regarding Bloomsburg’s academic departments was that they offered opportunities for well-paid jobs and professions. “Good education, business and nursing programs,” said one. Another said, “It’s all about the outcomes. What are you going to get out of your time at Bloom? For most, it’s a good job.”

Engaged Alumni Location Typical comments included: “The Town of Bloomsburg is a very important part of the whole experience” “It’s a warm community, very inviting” “The area is clean, beautiful” “The area is what makes Bloomsburg so special” “Few people realize how close it is to the metropolitan areas, NYC and Philly” “People think of it as a rural campus” “The campus is beautiful, very nice” “Bloomsburg is located in one of the nicer parts of Pennsylvania” “The town has everything you need. Now there’s even a shuttle out to the mall” Quality of life Typical comments included: “It’s a place filled with warm, caring wholesome people” “The staff is wonderful, accommodating – they work together” “Bloom is like a big family” “I played football. All the professors knew me. It had that small college feel. It was a pleasant place to be” “I have really been impressed with the leadership in recent years. The university has really come a long way.” “I think the new facilities are wonderful. Somehow they made all these improvement and maintained the rural feel. That’s good planning.” “The people there were caring, thoughtful, always concerned about how you were doing” Reputation Typical comments included: “The classic definition of a state university really fits Bloomsburg – it’s accurate. Bloomsburg represents all of what that definition entails.” “Good education for the money” “Bloom and Ship have always been considered the elites of the Pennsylvania system” “College on the hill” “Progressive school, good place to send your kids” “Affordable” “Its graduates – they have a good reputation in education” “Great opportunities” “One of the better Pennsylvania state schools” “A network of graduates across the state” “A beautiful rural, university campus” “Opportunity – for many students this was their one shot at the American Dream.” “It’s still thought of as one of the top schools for teacher education in the state”

“Affordable, close to home” “It’s drinking school – sad to say” “I hear mostly good things, parents are happy with their children’s successes” “A very dedicated faculty” “A warm feeling on the campus and in the classrooms” “I’m a recent graduate so I know that the student population has changed recently. The influx of students from Philly has changed the campus.” “It’s one of the better state schools” “There’s a lot of truth in the party school reputation” “People consider Bloomsburg a good investment” Accessibility Typical comments included: “To students around here, Bloomsburg means one thing – opportunity” “It is affordable and it needs to remain that way. Although with reduced state funding that’s going to be a challenge.” “I think Bloomsburg works hard to get students the financial aid they need” “The opportunities are there – students just need to take advantage of them” “Students may first consider Bloom for their particular major, but once they see the campus they’re sold” “Bloomsburg is a great value for what you get” “I think Bloomsburg is just the right distance from home for a lot of students” “Even though costs have risen, it’s still a place where average kids can go” “I’m concerned that with cut backs in funding some students will be shut out. I don’t think people understand the funding situation. We have to support Bloomsburg even though it’s a state institution.” The students Typical comments included: “The admissions standards are high but reasonable. Good students should be able to get into Bloom.” “People at Bloom are very close. I made all my best friends and met my wife at Bloom.” “The campus is not very diverse. I don’t know what you can do about that.” “I would have to say middle class, lower middle class. There is pretty good mix of students from all over the state.” “They seem much more blasé than when I attended. They don’t turn out for games or events they way we used to. Maybe it’s a sign of the times.” “I don’t the students have changed all that much from when I went there. They seem to be from the same solid, middle class, working families.”

The classroom Typical comments included: “All of the faculty that I remember were good” “There is a special spirit of teacher/student relationships” “There are so many curriculum choices today” “The quality of the professors has been improving. Young faces – fresh attitudes.” “Recently, there has been more interest in promoting a learning environment” “There are some outstanding departments. Business, Education, communications, Foreign Language, the Audiology program.” “I think of nursing, education, business, speech pathology” “I still maintain several relationships with faculty” “I was challenged. That was good. When I needed it” “I would give Bloomsburg a solid ‘B’ for its academics” “Communications, business, nursing and education is what I hear about all the time” Student life Typical comments included: “Bloomsburg is more of a residential campus than most of the other PASSHE schools” “There still is not enough school spirit” “A lot of students still live in town. This often causes problems. We’re building more on-campus residences. This is good.” “There was lukewarm allegiance to athletics when I was there and I think it continues today. I was surprised how few students came to the football games.” “It needs to be more active. From what I here, it’s pretty dead on the weekends. These kids need more campus-organized things to do on the weekends.” “The more residential the university becomes, the more allegiance they will have. Commuters and those who live in town don’t have the same experience.” “I’ve always wondered why there is not more enthusiasm for the athletic teams. Some are really good but nobody goes to the games. It’s very difficult to get students involved sometimes.” “I’d love to be a student there now. The dorms are nicer, security is great, the Commons is unbelievable, the Rec Center is beautiful. I wonder if these kids know how great they have it?”

Outcomes Note: The following statements were read to interviewees and they were asked to respond to each with one of three responses, Very Little, Somewhat or Very much Thinking back on your experiences at Bloomsburg University, tell the degree to which your education added to your abilities in each of the following areas: Area Very little Somewhat Very much

Practical skills to obtain employment in my field

1 9

Ability to grow and learn as a person 3 7

Self-confidence in expressing my ideas 4 6

Planning and carrying out projects 1 3 6

Maintaining a healthy lifestyle 3 4 3

Writing effectively 4 6

Learning on my own 5 5

Working cooperatively in a group 3 7

Understanding global issues 5 4 1

Understanding and appreciating those with cultures and ethnicities different than my own

5 4 1

Appreciating fine arts, literature, music and live performance

3 6 1

Understanding and applying scientific principles

3 5 2

Understanding and using technology 4 4 2

Regarding the outcomes from their Bloomsburg experience, alumni felt most strongly about the contributions made to their professional careers. They also felt strongly about their ability to grow and learn as a person, work cooperatively in groups, write effectively, and plan and carry out projects. They were less influenced by understanding global issues, and those with cultures and ethnicities different than their own. They also expressed lower levels of influence in the areas of the fine arts, literature, music, scientific principles and technology.

“Mystery Shopping” Creosote Affects conducted unannounced visits to the Kutztown, Millersville and Shippensburg Universities. The purpose of these visits was to gain personal perspective from each campus to compare to the overall campus environment of Bloomsburg University. There was also an attempt made to compare facilities and the level of hospitality afforded to admissions visitors including signage, parking and reception. In addition, a collection of collateral material was reviewed to compare visual images and brand development strategies. Each university tagline was examined for similarity and potential conflict with the branding recommendations for Bloomsburg. As a result of the visitations, Creosote Affects believes Bloomsburg University should have few areas of concern with regard to comparisons of its overall physical and affective environments to that of its three chief competitors. Although all four institutions are located in rural areas adjacent to small towns, none of three competing universities was located in a overall setting that compared favorably with the natural setting and the small town ambience of Bloomsburg. All had a central, historic structure preserved as an artifact from its days as a teacher’s college. Only Kutztown had a central campus green surrounded by instructional buildings, but without the adjacent residential areas (the majority of Kutztown’s residences are located in a separate campus area). Millersville clearly had the most attractive “old” campus environment. Shippensburg’s architecture and overall campus design had no discernible theme or coherence. From the new visitor’s perspective, Millersville was the most difficult to find. A lack of signage from Interstate, state and local highways was absent. Only with staff help could one find the building housing the admissions office. Once inside, there were no obvious directional signs leading to admissions reception. Shippensburg and Kutztown were easier to find, but parking for visitors was either hidden or inadequate. Kutztown University poses the biggest threat to the proposed Bloomsburg brand statement. A new residence hall complex is currently under construction that will add considerably to its on-campus population. The three taglines: Kutztown – “Learn…to Make a Difference,” Millersville – “Seize the Opportunity,” and Shippensburg – “Just Right” were concluded to pose no competitive threat to what is being recommended for Bloomsburg University.

Interactive Branding Workshops Methodology As a capstone activity of the research process for the Bloomsburg University Branding Project, Creosote Affects conducted four interactive branding workshops. These workshops were held on the Bloomsburg University campus March 18 and 19, 2007. Each group was planned to consist of twelve participants. In two groups, there were equal numbers of administrators, faculty, undergraduate students, graduate students, classified staff and alumni. Another group consisted of four administrators, four faculty and four classified staff. The final group consisted entirely of undergraduate students. A total of 46 members of the Bloomsburg University community participated in the sessions. Each session began with a short explanation of what branding is, why Bloomsburg University is involved in this process, why it is important and how it will be used to benefit the institution. Through the previous interviews conducted with BU faculty, staff and students a number of key concepts and issues emerged as driving the Bloomsburg brand. These concepts and issues were shaped into three groups of questions. Some questions were designed for all groups, some for the mixed groups, some for the staff group and some for the student group. A copy of the questions presented to the groups can be found in the Appendix. Each question was introduced and participants were urged to use the process of brainstorming to thoroughly address each question by offering as many responses as came to mind. Responses were written on large sheets of paper and posted throughout the conference room. In this manner, the group leader helped the participants work through the list of questions, shaping thoughts and responses into short phrases. Participants were then given a supply of colored adhesive circles of three colors corresponding to the total number of questions asked. Each color was assigned a value. A green circle was identified as the “top” choice and worth three points, a yellow circle was the “next best” choice and worth two points and the red circle was the last choice and worth one point. Participants used one color circle on each group of sheets that represent a question. Then, the points are added and the phrases receiving the highest number of points were summarized for each group.

Questions for each group Mixed groups (2) Administrators, faculty, undergraduate students, graduate students, classified staff and alumni 1. I would like you to think of all the ways you can describe BU students. 2. What do you think people in general associate with BU? 3. What are all the ways you could describe the campus environment at BU? 4. What do you think students expect when they come to BU? In the classroom, in the dorms, on campus, in town? 5. What do you think are the most important outcomes that students can achieve as a result of attending BU? 6. What is it like to live as a student or staff member in Bloomsburg – on campus, in town? Staff group Four administrators, four faculty and four classified staff 1. I would like you to think of all the ways you can describe BU students. 2. What do you believe are the greatest perceived strengths of BU? 3. What is it that makes BU students choose to apply and attend? 4. What are all the ways you could describe the instructional environment at BU? 5. Assuming the BU is not as well known national as some other colleges and universities, what do you think BU is most known for in Pennsylvania? In other words, what is BU’s reputation? 6. What do you think are the most important outcomes that students can achieve as a result of attending BU?

Student group Twelve undergraduate students 1. What do believe are all of the best things about BU? 2. I would like you to think of all the ways you can describe BU students. 3. What do you think you will remember most about your years at BU? 4. What do you think are the most important outcomes that students can achieve as a result of attending BU? 5. What are some objects, icons, places, traditions and events that are associated with BU? 6. Assuming the BU is not as well known national as some other colleges and universities, what do you think BU is most known for in Pennsylvania? In other words, what is BU’s reputation?

Findings Phrases receiving the highest number of points for each question. Points received is in parentheses. Only items receiving at least 5 points are listed. Mixed group #1 Administrators, faculty, undergraduate students, graduate students, classified staff and alumni 1. I would like you to think of all the ways you can describe BU students.

(24) Our students come from diverse backgrounds (academically, personally, socio-economically)

(7) Not everybody is the same (7) They are technologically wired (6) They come from this region (5) They are from middle class backgrounds (5) They have complex talent sets 2. What do you think people in general associate with BU? (33) A number of top academic departments (18) Well prepared graduates (8) Top-notch facilities (6) Teacher education 3. What are all the ways you could describe the campus environment at BU? (16) Safe (15) Attractive, friendly, welcoming (8) Located next to a small town but close to big cities (7) Lots of activities for students (7) Stability in staff and leadership 4. What do you think students expect when they come to BU? In the classroom, in the dorms, on campus, in town? (29) They expect to graduate in 4 years and get a good job (13) To get involved in campus activities (12) Meet a lot of new people (10) Have small classes 5. What do you think are the most important outcomes that students can achieve as a result of attending BU? (27) To have received an affordable, quality education (9) To have achieved close ties with faculty members

(8) To receive good professional preparation and get a job (6) To have social interactions with fellow students 6. What is it like to live as a student or staff member in Bloomsburg – on campus, in town?

(18) Living in the Bloomsburg area is a joy/very comfortable (12) Low stress levels (11) It is a great place to raise a family (8) It is energizing (6) Safe (5) Non-congested

Mixed group #2 Administrators, faculty, undergraduate students, graduate students, classified staff and alumni 1. I would like you to think of all the ways you can describe BU students. (14) Friendly/helpful (13) They are thinking about their futures (7) They form a tight-knit/close community (5) They are mostly traditional-age (5) They have a lot of athletic interests 2. What do you think people in general associate with BU? (13) Open-mindedness (11) An affordable education can be achieved at Bloomsburg (10) We are accessible to most students (10) It is a cultural/artistic hub for the region (8) It is a safe community 3. What are all the ways you could describe the campus environment at BU? (15) Our faculty have open doors (14) This is a great place to work and live) (11) It is a safe campus (7) We have a four season campus (6) Progressive (5) Attractive 4. What do you think students expect when they come to BU? In the classroom, in the dorms, on campus, in town? (21) Personal attention (11) Small classes (7) To be challenged (6) A teaching environment somewhat similar to what they experienced in high school (5) To gain their freedom and independence (5) To build a network of friends 5. What do you think are the most important outcomes that students can achieve as a result of attending BU? (16) Get a good job (13) Learn how to learn (9) Build a support system of faculty and staff members (8) Become a better person

(8) Gain a matured thinking process 6. What is it like to live as a student or staff member in Bloomsburg – on campus, in town? (22) It is affordable (10) It is comfortable (9) We enjoy an agreeable small town life (6) There is a low crime rate (6) This is a rich cultural environment (6) It is distraction free (5) It is close to New York, Philadelphia metro areas

Staff group Four administrators, four faculty and four classified staff 1. I would like you to think of all the ways you can describe BU students. (14) Good average kids (12) Career focused (11) They come from small towns and rural areas (5) They like to have fun 2. What do you believe are the greatest perceived strengths of BU? (13) Attractive campus (10) Close student/faculty interaction (7) Wide choice of academic programs (6) The overall location/Pennsylvania/Bloomsburg (6) Located in a friendly small town 3. What is it that makes BU students choose to apply and attend? (18) It is affordable (10) Location (8) A relative or friend recommended it (8) The campus visit 4. What are all the ways you could describe the instructional environment at BU? (13) This is a comfortable learning environment (11) There are passionate, caring faculty (10) Courses are taught by faculty not teaching assistants (7) Faculty are engaged in the learning process (5) There are reputable faculty who have been here a long time 5. Assuming the BU is not as well known national as some other colleges and universities, what do you think BU is most known for in Pennsylvania? In other words, what is BU’s reputation?

(23) Its geography and overall location/small town/beautiful scenery/away from big cities, near the natural environment

(15) Small town atmosphere (5) Drinking (5) Teacher education 6. What do you think are the most important outcomes that students can achieve as a result of attending BU?

(20) Good career preparation

(12) A quality education (10) Jobs (7) To be able to make money

Student group Twelve undergraduate students 1. What do believe are all of the best things about BU?

(19) Its location in Bloomsburg, in this part of Pennsylvania, just far enough away from the cities

(9) BU is the right size as far as its student population is concerned (7) Small class size (6) Lots of organizations 2. I would like you to think of all the ways you can describe BU students. (19) They are focused on their goals (19) They are looking to get a job (5) Moderately stressed (5) Middle class (5) Average/adequately prepared academically 3. What do you think you will remember most about your years at BU? (22) All the new people I’ve met and the life-long friends I have made (9) The good times I’ve had (9) Good professors (8) This is where I gained my independence 4. What do you think are the most important outcomes that students can achieve as a result of attending BU? (25) I will be able to get a better job (10) They will meet people from different backgrounds from their own (8) Gain knowledge (5) Develop interpersonal skills 5. What are some objects, icons, places, traditions and events that are associated with BU? (19) Carver Hall (14) The Husky mascot (13) Main Street (11) Route 11 6. Assuming the BU is not as well known national as some other colleges and universities, what do you think BU is most known for in Pennsylvania? In other words, what is BU’s reputation? (18) Job placement for its graduates (14) The Bloomsburg Fair

(8) Its location in a great part of Pennsylvania (8) Block Party

Analysis Students The consensus profile of Bloomsburg University students from this activity is consistent with that revealed in other research activities associated with this project. BU students are seen as: average, middle class kids from diverse geographic and socio-economic backgrounds who are focused on their goal of gaining the professional preparation to gain a well-paying job after graduation. What do people most often associate with Bloomsburg University? The groups agreed that most people associate with Bloomsburg University strong academic departments that produce graduates who are well-prepared for careers or graduate school. Also, the related concepts of accessibility and affordability are strongly held. Others believe BU is viewed as a progressive institution that is a cultural and artistic hub for the region. Students identified several aspects of the campus and the town that are most often associated with the university including Carver Hall, the Husky mascot and downtown Main Street. Strengths of the university The strengths of Bloomsburg University revealed in the workshops session were those identified throughout the research process: Attractive campus in a great location, a wide choice of outstanding academic programs provided in a learning environment characterized by close faculty/student interaction. The campus environment There was general agreement among the groups that the Bloomsburg campus environment can be described as safe, attractive, welcoming and progressive community that is a great place to live for students and staff. Student expectations Above all, Bloomsburg University students expect to graduate in four years and get a good job. To achieve this goal, they expect to receive ample personal attention from faculty as a result of small classes and open door policies. They also hope to meet new people, make friends and get involved in campus activities. Outcomes There was agreement among the groups that the most highly valued outcome of a Bloomsburg University education was to have received good career preparation by means of an affordable,

quality university education provided by supportive faculty. Associated outcome were building lasting friendships, gaining confidence and interpersonal skills. Living in Bloomsburg The quality of life on and around the BU campus is viewed as, above all, comfortable. The town offers the best of quintessential American small town life. It is affordable, safe, friendly and largely stress-free. The instructional environment The instructional environment is characterized by passionate, caring faculty engaging students in a comfortable learning environment. The Bloomsburg University reputation Above all, Bloomsburg University is known for its location in one of the most beautiful parts of Pennsylvania characterized by a small town surrounded by a scenic natural environment. The university has a high job placement rate for its graduates. Bloomsburg is also a place where students can have fun by socializing with fellow students, enjoying campus and town amenities and activities. The best things about Bloomsburg University Among the most favorable aspects of Bloomsburg University are its location in a beautiful part of Pennsylvania, the size of its student body, its small class sizes and numerous activities and organizations for students. Best memories of Bloomsburg University Students will remember the good friends they have made while at Bloomsburg and all the good times they have had while growing into adulthood. They will also carry with them the memories of the good professors that have known.

Discussion Throughout the course of this investigation into the brand characteristics of Bloomsburg University, a number of themes and concepts have been consistently identified. This culminating activity has confirmed and strengthened much of what had been gained through the numerous interviews, surveys and other research activities. There are eight core elements that support the core “personality of the university and describe its essential benefits to its constituencies: Location There is a symbiotic relationship between the university and its location. A sense of place is experienced by students and staff. Quality of life There is a special quality to life at Bloomsburg University that is greatly affected by the uniquely American small town ambiance of the town of Bloomsburg and the surrounding area. Reputation Accessibility Outcomes Bloomsburg University is first and foremost known as a place of opportunity where students spanning the ranges of academic preparedness and socio-economic means are welcomed. Through outstanding academic departments, those that persist can expect to gain access to the American Dream through outstanding professional preparation. Students BU students are seen as: average, middle class kids from diverse geographic and socio-economic backgrounds who are focused on their goal of gaining the professional preparation to gain a well-paying job after graduation. The classroom The academic environment at Bloomsburg is comfortable, nurturing, challenging and engaging. Students expect an intimate classroom setting with easy access to faculty. Student life: No component of the Bloomsburg University experience aroused as much conversation and passion as did that of the character and quality of student life. Bloomsburg is where students come with the knowledge that it is a place where you can meet new people, make lifelong friends and have fun. There are hundreds of opportunities for students to pursue special interests and talents while gaining leadership and social skills. Finally, when your days at Bloomsburg are over, you can carry with you warm memories that will last a lifetime.

Appendix Interview questions for on-campus interviews Staff, faculty, community members, students Online survey Personality profile Guidance counselor interview questions Engaged alumni interview questions Interactive branding session questions Highlights from President’s presentation to Community Leadership Breakfast

Bloomsburg University Branding Project Discussion Guide Faculty and staff interviews

1. All organizations have strengths and weaknesses. Please talk about what you believe to be Bloomsburg University’s greatest strengths?

2. How about areas where Bloomsburg University may not be as strong as other colleges and universities in its peer group?

3. What are the reasons why you believe students choose to attend Bloomsburg University?

4. Imagine you are a typical third-year student at Bloomsburg University. How would you describe your experiences at the university?

5. What are some words you believe residents of the greater Bloomsburg area (not affiliated with BU) would use to describe the university?

6. What are the reasons why you believe undergraduate students leave Bloomsburg University prematurely.

7. What are some architectural icons or natural features that come to mind when you hear the words, “Bloomsburg University?”

8. What are the colleges or universities that offer the greatest competition for Bloomsburg University in the area of undergraduate students.

9. Please name some areas in which you would like to see improvement at Bloomsburg University.

10. Could you discuss the relative location of Bloomsburg University and how it affects your life, student life, the institution?

11. Please discuss the facilities at Bloomsburg, starting with the most impressive to the least impressive.

12. What is your opinion of the way Bloomsburg University is portrayed through its publications, advertisements, news releases, website and the media?

13. Please discuss the outside-of-the-classroom programs and activities at Bloomsburg University that enrich and improve the academic and personal growth of students.

14. Has the student body changed during your tenure? If so, how? How do you feel about these changes? What direction would you prefer?

15. Assuming that Bloomsburg University does not have a national brand, what do you think BU is most known for in Pennsylvania?

16. What kind of institution will Bloomsburg University become in the next five years, ten years? Anything different from today? Is there a campus consensus on that direction?

17. What do you believe Bloomsburg graduates remember most about their time here? What do you think they value the most?

18. What do you believe is the actual level of academic strength at Bloomsburg University as gauged by its faculty, its facility, its resources and its students?

19. How has Bloomsburg University kept up with new developments in technology and educational pedagogy?

Community leaders interviews 1. All organizations have strengths and weaknesses. Please talk about what you

believe to be Bloomsburg University’s greatest strengths? 2. How about areas where Bloomsburg University may not be as strong as other

colleges and universities in its peer group? 3. What are the reasons why you believe students choose to attend Bloomsburg

University? 4. What are some words you believe residents of the greater Bloomsburg area (not

affiliated with BU) would use to describe the university? 5. What are some architectural icons or natural features that come to mind when

you hear the words, “Bloomsburg University?” 6. Please name some areas in which you would like to see improvement at

Bloomsburg University. 7. Could you discuss how Bloomsburg University affects your life, the town, the

region? 8. Think about some of the graduates of Bloomsburg University that you know. Are

there particular attributes that they have as a result of their association with the University?

9. Please discuss the facilities at Bloomsburg University, starting with the most impressive to the least impressive.

10. What is your opinion of the way Bloomsburg University is portrayed through its publications, advertisements, news releases, website and the media?

11. Assuming that Bloomsburg University does not have a national brand, what do you think BU is most known for in Pennsylvania?

12. What kind of institution will Bloomsburg University become in the next five years, ten years? Anything different from today? Is there a community consensus on that direction?

Student interviews

1. How did you first learn of Bloomsburg University? 2. What about the college first attracted you? 3. How important to you was the location of the university in your decision to

attend? 4. Did you learn of the university through friends or relatives? If so, how influential

was their opinion to your choice? 5. What was your opinion of the admissions representatives you met? 6. How influential were the college’s publications or other college literature sent to

your home? Which one, if any stood out? 7. What colleges other than Bloomsburg did you apply to? 8. What was your first impression of the campus when you visited? 9. What was your impression of the students you met? Didn’t meet? 10. What aspects of the campus were most impressive to you? Least impressive? 11. What was the single most important determining factor that led you to select

Bloomsburg University? 12. Was there a “buzz” at your high school during your senior year about where

seniors were going to college? If people knew you were going to Bloomsburg, what was their reaction?

13. What do you like best about being a student at Bloomsburg? 14. Has your level of involvement in school-sponsored activities outside of the

classroom increased/decreased/stayed the same after you came to Bloomsburg? 15. Could you discuss some of your most memorable professors during your time at

Bloomsburg? 16. If you have been a residential student, please discuss you living accommodations

while at Bloomsburg. 17. What are your favorite areas on campus at Bloomsburg? Off-campus areas? 18. Are there traditions that a significant number of Bloomsburg students enjoy?

Explain. 19. Do you feel your Bloomsburg education is equivalent to that which you might

have received at Penn State, another PASHE school, or a similar-sized private college?

20. What has been your biggest challenge while at Bloomsburg? How did you overcome it? If not, how have you coped?

21. Looking back on your year (s) at Bloomsburg, what are your best memories? 22. How has your time at Bloomsburg changed you? 23. What do you believe Bloomsburg is most known for among people your age in

Pennsylvania? Other states? 24. How do you believe residents from the surrounding area would describe the

university? 25. Are there any architectural icons or natural features that come to mind when you

hear the words, Bloomsburg University?

26. What do you believe are some of Bloomsburg University’s greatest strengths? Weaknesses?

27. What is the most important outcome you believe you can achieve after graduation from Bloomsburg?

28. Does either the University logo or the athletic logo hold any particular meaning to you?

Online Branding Survey

Bloomsburg University Online Branding Survey

Please check the one category that best describes you:

BU undergraduate student

BU graduate student

BU alumni

BU administrative staff

BU faculty or instructional staff

BU classified staff

Parent of current or prospective BU student

Friend of the University

Other, please specify

Please indicate how much you agree or disagree that Bloomsburg University...

1 Strongly Aree 2 Agree 3 Neutral 4 Disagree 5 Strongly Dsagree

is located in a beautiful part of Pennsylvania

embraces the basic American values of honesty, hard work, compassion and tolerance.

maintains a warm and friendly campus environment

is affordable to most people who desire higher education

is known for its thriving on-campus residential community

is a place where the faculty’s uncommon commitment to teaching enriches the learning environment for students to a greater degree than one might find at a larger university.

provides an outstanding array of student organizations and leadership opportunities

adds significantly more value to the undergraduate experience than larger universities or more expensive private colleges.

welcomes all persons regardless of background, ethnicity, lifestyle, religious belief, sexual orientation or political affiliation.

has outstanding educational facilities

is committed to providing a forum for the discussion of a wide range of social issues

provides a number of outstanding options for residential living

is located just far enough away from metropolitan areas.

provides opportunities for students to obtain excellent preparation for professional careers

creates a strong sense of enthusiasm and allegiance among its undergraduate student population

has academic departments with strong regional or national reputations

is a place where students from all backgrounds and levels of academic achievement have an opportunity to learn and grow.

is a place where people from diverse backgrounds come together to learn from and respect each other

has faculty members with strong national reputations in their fields

has a remarkably attractive campus

offers connections to the world to provide for a more international view for its students, faculty and staff

is known for its outstanding intercollegiate athletic programs

benefits greatly from its location within the town of Bloomsburg, Pennsylvania


provides a technologically advanced communications and learning environment for faculty, staff and students

does not burden its graduates with overwhelming debt

is known as a place where undergraduate students can make friends and have fun

provides a comprehensive system of academic support services

is a center for the arts and cultural enrichment

benefits from being located in one of the best states to live in the nation.

has exceptional residential living facilities

makes it easy for students to transfer credits from other colleges and universities.

is a great place to live on campus

provides a comparable college experience for commuting and residential students alike.

is aggressive in helping students find the financial resources to fund their education

is a place that I will always remember where I spent some of the best years of my life

Bloomsburg University Personality Profile Place a checkmark in a box along the scale below each pair of words that you believe best represents the personality of Bloomsburg University today.

Serious Fun

Traditional Contemporary

Liberal Conservative

Feminine Masculine

Demanding Easy

Isolated Nearby

Diverse Homogenous

Involved Passive

Jockish Nerdish

Compliant Resistant

Slow Fast

Orderly Chaotic

Activist Intransigent

Open Standoffish

Elite Egalitarian

Savvy Backward

Warm Cool

Just Biased

Inclusive Restrictive

My relationship with Bloomsburg University can be best described as: (check all that apply) ___Undergraduate student ___Graduate student ___Prospective student ___Administrator ___Faculty member ___Classified staff ___Alumni ___Parent of a student ___Member of the greater Bloomsburg community ___Friend of the University

Bloomsburg University Branding Project High School Guidance Counselor Interviews Name___________________________________ School___________________________________ 1. Are you a graduate of Bloomsburg University (BU)? ___________ If yes, year?____________ 2. If you have visited the BU campus recently, what are your general impressions of the campus and the physical facilities? __________________________________________________________________________________________________________________________________________________________________________ 3. Approximately how many graduates from your school each year attend BU? ___________ 4. What is the first thing that comes to mind when you hear the words, Bloomsburg University? _____________________________________________________________________________________ 5. What are some of the most important characteristics that define the best universities in the country? _____________________________________________________________________________________ 6. What do you believe are the greatest perceived strengths of BU? __________________________________________________________________________________________________________________________________________________________________________ 7. What are the individual academic departments that come to mind when you think of BU? _____________________________________________________________________________________ 8. What do you believe are the greatest perceived weaknesses of BU? _____________________________________________________________________________________ 9. What other colleges or universities do students with whom you work consider when they are thinking of BU?_____________________________________________________________________________________________________________________________________________________________________ 10. What percentage of students applying to BU from your school would you say look at Bloomsburg as “Safety,” ____% “Tough Decision,” ___% or “First Choice.” ___% 11. What is it about BU that makes students select it over other colleges and universities? _____________________________________________________________________________________ 12. Based on your knowledge of BU, what stereotypes or misconceptions of the university do you hear from your students most often? __________________________________________________________________________________________________________________________________________________________________________

13. How would you describe the personal interactions you have had with BU staff? __________________________________________________________________________________________________________________________________________________________________________ 14. From what you know about BU, how would you describe the campus environment? __________________________________________________________________________________________________________________________________________________________________________ 15. In your experience, what kinds of students from your school have been the most satisfied with their choice of BU? (check all that apply) ___Top 5% students ___High average students ___Athletes ___Career-focused students ___More sociable students ___Student leaders ___Loners/iconoclasts ___Musically or artistically inclined students ___Students from the wealthiest families ___Students from average income families ___Students of color ___The first in their family to attend college ___Students who want to live in campus housing

Engaged Alumni Interviews

1. What does the original heritage or mission of Bloomsburg play in the current position of the school?

2. What do you think people in general associate with Bloomsburg University?

2. What are some of your memories from your time at Bloomsburg that stand out in your mind?

5. What is the most important characteristic that defines the best universities in the nation?

6. What do you believe are the greatest perceived strengths of BU?

7. What are the individual academic departments that come to mind when you think of BU?

8. What do you believe are the greatest perceived weaknesses of BU?

9. What other colleges or universities do you think students consider when they are thinking of attending BU?

10. What is it about BU that makes students select it over other colleges and universities?

11. Based on your knowledge of BU, what stereotypes of misconceptions of the university do you hear most often?

12. How would you describe the personal interactions you have had with BU staff?

13. From what you know about BU, how would you describe the campus environment?

14. How would you describe BU in terms of:

Academics Reputation Campus Culture Student Experience

15. Think back on your overall experience at BU. Tell the degree to which your education at BU

added to your abilities in each of the following areas: (very little, somewhat, very much)

Practical skills needed to obtain employment in your field Ability to grow and learn as a person Self-confidence in expressing your ideas Planning and carrying out projects Maintaining a healthy lifestyle Writing effectively Learning on your own Working cooperatively in a group

Understanding global issues Understanding ad appreciating those with cultures and ethnicities different than yours Appreciating fine arts, literature, music and live performance Understanding and applying scientific principles Understanding and using technology

16. While at BU, did you develop any close relationships with faculty that have benefited you in

your career and personal life?

Interactive branding session Questions for discussion Mixed - I would like you to think of all the ways you can describe BU students. Stud - What do believe are all of the best things about BU? Staff - What do you believe are the greatest perceived strengths of BU? Staff - What is it that makes BU students choose to apply and attend? Mixed - What do you think people in general associate with BU? All - What are all the ways you could describe the campus environment at BU? Staff - What are all the ways you could describe the instructional environment at BU? Staff - Assuming the BU is not as well known national as some other colleges and universities, what do you think BU is most known for in Pennsylvania? In other words, what is BU’s reputation? Stud - What do you like best about being a student at BU? Stud - What do you think you will remember most about your years at BU? All - What are some objects, icons, places, traditions and legends that are associated with BU? Stud - What is it like to live in Bloomsburg – on campus, in town? All - What do you think are the most important outcomes that students can achieve as a result of attending BU? Mixed - What do you think students expect when they come to BU? In the classroom, in the dorms, on campus, in town? All - What stereotypes or misconceptions of BU do hear most often?

Mixed Mixed - I would like you to think of all the ways you can describe BU students. Mixed - What do you think people in general associate with BU? All - What are all the ways you could describe the campus environment at BU? Mixed - What do you think students expect when they come to BU? In the classroom, in the dorms, on campus, in town? All - What do you think are the most important outcomes that students can achieve as a result of attending BU? Mixed - What is it like to live as a student or staff member in Bloomsburg – on campus, in town? Staff only Staff - What do you believe are the greatest perceived strengths of BU? Staff - What is it that makes BU students choose to apply and attend? Staff - What are all the ways you could describe the instructional environment at BU? Staff - Assuming the BU is not as well known national as some other colleges and universities, what do you think BU is most known for in Pennsylvania? In other words, what is BU’s reputation? All - What do you think are the most important outcomes that students can achieve as a result of attending BU? Students only Stud - What do believe are all of the best things about BU? Stud - What do you think you will remember most about your years at BU? Stud - What is it like to live in Bloomsburg – on campus, in town? All - What do you think are the most important outcomes that students can achieve as a result of attending BU? All - What are some objects, icons, places, traditions and legends that are associated with BU?

President’s presentation to Community Leadership Breakfast

HighlightsHighlights!Retention rate of 80 % freshmen to sophomore and 63 %

graduation rate are 20 points ahead of the national

average.

!Placement rate is 89 % overall within one year - 96 %

within Business and 100 % within Allied Health

!Listed as “one of the top 100 public colleges in terms of

‘best value ’” in Kiplinger ’s Personal Finance magazine.

!Listed in 2006 US News and World Report ’s ranking for

Best Universities – Master ’s ranked institutions

!AACSB Accreditation – College of Business

!Doctorate in Audiology

Official HeadcountOfficial Headcount

1.71%1,837109,088107,251System Total

-0.84%-10912,87912,988West Chester

1.54%1258,2308,105Slippery Rock

0.41%317,5167,485Shippensburg

3.47%2758,1947,919Millersville

-0.88%-303,3603,390Mansfield

-2.04%-1085,1755,283Lock Haven

3.34%32910,1939,864Kutztown

1.19%16714,24814,081Indiana

-1.46%-1127,5797,691Edinboro

3.24%2207,0136,793East Stroudsburg

3.99%2536,5916,338Clarion

6.86%1071,6671,560Cheyney

7.46%5367,7207,184California

1.79%1538,7238,570Bloomsburg

Percent

Change

ChangeFall 2006Fall 2005University

Freshman Profile 2006Freshman Profile 2006

! Applications = 8,825

! Enrolled = 1,290

! SAT average = 1,049

! Average Class rank = top 28 %

! Average GPA = 89%

! 87.1% Pennsylvania residents

! 48.6% From outside of 100 miles

! 72.6% Bloomsburg was their first choice

Student Living Arrangements, by University, Fall 2006

32.4%System Total

26.3%West Chester

34.0%Shippensburg

26.7%Millersville

39.3%Mansfield

30.8%Lock Haven

42.2%Kutztown

39.0%East Stroudsburg

41.0%Bloomsburg

% of Students Living in either

University Housing or Off -campus

University Affiliated

University

Bloomsburg branding interviews Oct 31, Nov. 1, 15, 16 25 hours of interviews Note: Transcriptions are not verbatim. Comments have been edited for length and relevance (Senior, cabinet-level administrator) Faculty in the liberal arts fields really want this to be a liberal arts institution Students who come to Bloomsburg think it’s going to help them get a good job. Faculty don’t like the professional school aspect of BU This is a very caring, nurturing place. We have a culture of caring. But it is a very idiosyncratic place in some ways. The fundamental character – good, hard-working lower middle class values. The environment can be described as: you show respect for someone whom you trust. My legacy could be described as creating an academic culture and improving the physical plant to “university” standards. We are a selective institution now. We have more applications, and better enrollment management. What this means is that we are more able to plug students into where we need them. Students may not be more academically gifted, but our distribution is better. We’re more diverse, also. We have challenges – the demonstration of African American culture has disturbed some people. Faculty say our students aren’t as respectful, they are poorly dressed, not so passive…it’s not as good as it used to be here. We’ve asked faculty to change, interact with students more, be less boring. Students come to BU knowing it’s not the party school it once was. They are much more careful. Students appreciate coming here but are becoming more “entitled.” They are feistier.” It’s still a very respectful, compliant student body. We have tried to get the personality of BU as a “warm” community out to the public through “faces” of BU. I think our publications portray the warmth and personality of the institution but probably they are not as sophisticated as they should be. Our athletic program has always been strong.

We have always been one of the top PASHE schools. This is a very personal and superficial business. If people respect and like the president, they will respect the university. The fundamentals (of a great institution) were here, it just required better packaging…marketing. We had a culture (when I first came here) where the various departments told the admissions department what to do. I made the admissions director independent of the academic departments. Faculty say they don’t have as much say anymore. They brow beat former presidents to get their way. BU is a very young (1983) university. Maybe 50% of the faculty had doctorates then. University status brought higher standards for faculty hires, promotion. Now, we’re up to 85% doctorates or terminal degrees. University status has made a huge difference. We are a young university with a long history. We’re a small, caring community. We are maturing into a “real” university. The university is now ready for the next phase. Our strength is our stability, fiscally and culturally. There is not a lot of turnover here. There is pride and love for BU. We are reluctant to change. It is hard for us, particularly in the academic areas. (Explanation of faculty difficulty in coming up with a universal meeting time…”This is so ’Bloomsburg’”). Change is difficult here. Sometimes you have to do things in a covert, behind the scenes way. For example, this project needs to be slipped in under the radar. (Senior, cabinet-level administrator) BU is a very strong university. Very strong financially. We’ve been able to do things to our physical plant and in our master plan other institutions can’t do. We’ve actually done the master pan. Better parking, creating the Campus Green, classroom building, science wing. Appearance of the campus is a strong motivator for students coming here. We’re the best looking campus in the state system. Beautiful view from the stadium. “Wow” factor is high here.

BU has always had a positive reputation. Lots of teachers and guidance counselors are out there with BU connections. Good athletic programs. I’m from New Jersey and BU was always known as a good school. Bu draws from a large area. We go for quality – our retention rate is high. We’re a strong residential university. Students want to come here and live. The town is very nice. Weaknesses…that’s a hard one. I’m concerned about what the state is going to do. We have no control over the state authority and they control salaries and tuition. It may be a problem to maintain quality. The demographics are a concern. We hear that it may hurt enrollment in the future. But people willing to pay for college will chose state schools. We attract students. Our open house attendance goes up every year. We’re looked at as a good quality public university. Women’s athletics are very strong here. We have scholar athletes. We’re not located in a population growth area like Westchester and a couple of other PASHE schools. But we’re just far enough away to be a destination. Sometimes community relations is a big concern. It seems to be a dichotomy: Half believe the university is a big drain on the town’s resources. The other half believe that if the university wasn’t here, the town would die. The split campus is somewhat of a concern. A plan for the future is to link the two campuses. The town is concerned about traffic to the upper campus. Sometimes the university is portrayed negatively in the local media. They seem to wait for the negative stuff and they play it up big. There has been negative stuff in the past. Most of it focusing on student partying. It’s not as bad as it has been in the past. Underage drinking is a problem at every public residential campus. We’re planning more strategic partnership with the community. We’re keeping an eye on the demographic trends that show a population decline in the local area. We’re going to remain a strong undergraduate institution. Academic program planning is the key to future growth. The unionized environment is the toughest obstacle to overcome. The income discrepancy between the faculty and the local economy is our biggest problem during negation times. Faculty come here because they love to teach…they love the students. Our cultural arts are improving. The celebrity artist series is improving. But our theater program gives productions and nobody shows up.

(Director-level administrator) Our greatest strength is our people and their commitment to the university. There is a lot of loyalty among the faculty and staff. There is a commitment to excellence in everything we do. We are a very student-centered institution. In the highest levels of administration, the interests of students come first. A lot of folks come here and stay. They love it here I think we don’t toot our own horn enough. We know what we’re good at, sometimes we don’t know how to communicate it externally. We need to position people to do it effectively. There is a sense of place and people at Bloomsburg. This is a place where people proposed, pulled pranks, studied, friends were made for life, faculty and staff relationships last for a lifetime. The biggest mistake we ever made was to knock down Waller Hall. It was a huge part of the Bloomsburg experience. We have tried to blend certain features of Waller Hall into some of the newer buildings. Most of our students come from 2 hours away or closer. Very much a hometown institution. We’ve got it all…great teachers, academics, technology, facilities, residential facilities. Parents want to be quantifiable when they think about college for their children…what’s the placement rate…the graduate school rate? Then they look at the physical aspects of the university. Our physical beauty is the first impression people get. Students are looking for a place that feels right for them. Who goes to school here…will I fit in…where will I live? Parents are looking for value. Our price tag is very appealing. There are a lot of BU alums who are teachers and guidance counselors…it goes back to the loyalty factor. They talk highly of BU to students. There are a lot of networks out there who refer students to BU. We live in a small town and we constantly battle for our reputation in the town. The town seems to portray us in a negative light. Outside of Bloomsburg, there is a more objective view. What are our most appealing factors? We’re a great gem of an institution in Central PA. Great community…students…faculty…progams…affordable…we offer what the big and small schools offer in a better package. We have nationally recognized women’s field hockey and softball and football. Bloomsburg is a special place. It’s the kind of place that challenges you to become the person you were meant to be. It exposes you to new ideas, thoughts, experiences. It respects and values diversity. It challenges you to look at your values, keep what is real and re-think areas where

you need personal growth. When you come to Bloom, you’re one person, when you leave, you’re better. Bloom is what it is, always has been, always will be. Growth, Discovery, Challenge. (Group of academic administrators) What are our strengths? Access to faculty…we are accessible to students. High quality professional colleges – business, education, nursing. The access is by design…it is our tradition and we strive to maintain it. Major strength? We take a student of mediocre talent and preparedness and move them on to successful careers. We have pretty weak inputs. Admissions lies to us and tells us our students are stronger than they really are. We do an excellent job of adding value to out students. Our assessments are far better than we expect. One of the most effective ways to promote success and retention is to get them involved with faculty and organizations and bind them to the university. The fact that we are not a research institution does not mean we do not participate in research. We have many examples of our faculty making significant contributions in their fields. Students get to know faculty because they work with faculty in research projects. There is an intimate relationship between students and faculty. That’s where the connection is. It is our biggest strength and makes us unique. It is not present at larger institutions at the undergraduate level. Teaching is our faculty’s primary purpose. You’re going to work 40 – 50 hours a week here…not 17. We have the scholar/teacher model. Areas in need of improvement? We’re not as friendly to transfer students as we should be. There is poor alignment of community college curriculum and program curriculum at the university. Many of our students couldn’t get into anywhere else. We have one of the nicer residential facilities. We are close r to a small, private liberal arts experience. We not as geared up for the commuter or the non-residential transfer student. We have a relatively low 4-year graduation rate. We have an over-zealous general education component to our curriculum. It leaves very little opportunity to explore other majors.

One of the reasons we see some of the assessments that our students are retained from 1st to 2nd year is the level of academic support in and out of the departments. Many students with adequate SAT’s are not scoring well on our placement tests. BU is not always portrayed as well as we would like in the media. If we do our part and give them the information for the stories – then they do their part. Sometimes we fall down. There’s all kinds of stuff that could be news, but it doesn’t always get out. I don’t see a major problem. All indicators I look at, we’re in good shape. Plenty of students—good graduation rate—we find students jobs. If we do better marketing, what will change? There are little niches in our academic program that could be promoted better. With some exceptions we are taking in who signs up. Enrollment management could be better. I think the overall impression in the press is positive. I’m not sure we are known outside of surrounding counties. I’m from New Jersey and I only knew of BU from some colleagues who came here and then left (there was poor shopping). You never hear of Bloom in NJ. I don’t think we’re near the system cap on out of state students. The problem is, good students go where there are good academic programs. For our faculty, those are very descriptive terms (people, place, community). I don’t think it’s that way for our students. We have tremendous professional programs that drive our reputation. This really is a great place to live. It’s important we are ranked as a top 100 eastern college/university. Our ratio of students to faculty is very important. Here our students and faculty go to activities together. It’s almost like a family. I like Bloom because of the lack of pressure. It is very safe here. We rejected 7,000 students—that says a lot for our reputation. Parents want to know when they send their kids to college that they are going to be in a good environment. Our faculty are quite good—it’s a nice campus and getting better. But if you don’t have good academic programs…we have 40% - 60% first generation college students here – they are coming here to get a good job—and a possibility for a better life. We provide opportunity.

I would like Lehigh University to be fearful of us. I’m just going to give you an example. For the tuition they charge I can get a better value at Bloom. We have to promote that when students graduate they can compete on an equal footing in law, medicine, MBA or any graduate school. I’m not sure we should try to compete with Lehigh, that’s not our mission. We should strike fear in Lehigh’s heart! Bloomsburg is unique—quality education, less cost in a family environment. (Senior, cabinet-level administrator and Director-level administrator) We are a state-supported regional institution. We are here to serve the broadest base of the Commonwealth. Hard-working kids with good grades and class rank (maybe low SAT’s) will do great here. The SAT’s are the least predictive measure of success here anyway. A commitment to teaching is the hallmark of BU faculty. The majority love that. The faculty are very supportive of admissions. We are a value-added place. We are like a small elite private college without the price tag. We have smaller class sizes, one-on-one faculty interactions and we’re affordable. The private colleges are so much into discounting. They say we can get your cost down to the state colleges but with a college environment. They don’t have to deal with the numbers we do. We are discouraged from cross-competing with the other PASSHE schools. We have 38% cross applications with Shippensburg, Millersville and Kutztown. Penn State is an issue. They are struggling with their feeder schools to send them transfers. Why should we be thinking about our brand? We have these wonderful things now—but when the demographics change—then what? We need to prepare now. For the inevitable drop off in about 4 years. We pay to bus minority students up from Philly. We take current students (minority) to mentor them. We offer better ones full tuition scholarships but still fall short. The town is virtually all white. We’re doing a better job at retaining them. But the time, money and effort we put into recruiting minority students is all out of proportion. We just don’t have a huge critical mass of minority students. If you lop off football and basketball it’s negligible. Our graduate school outcomes are very strong. Our medical school placement is very high. Our publications are better than they were. Knowing what little time I get in front of kids – I’m pretty satisfied.

The message in our publications is that we are a comfortable place. I can see myself there—it’s a good fit—warm—easy to fit in—make friends—get to know faculty. Bloom is a funny place…what you see is what you get. It’s an easy sell for the most part. We have a beautiful campus and the faculty is down to earth. It is rare that a student visits and walks away unimpressed. This place is hot…I better get my application in here. We are riding the wave of the peak of the strong mid-size regionals. (Preston arrives here) We’re balancing the mission of a state-supported institution with the desire of many to become more “elite.” Knowing our markets, we must be accessible. We are what we are. At the cabinet level, we have never had discussions about shifting to a more selective admissions strategy. We are a value-added institution. We don’t buy search names of those with 1380’s…950 – 1250 is our range. We’re about opportunity. Although I wonder whether our faculty hold that idea dear. We have a changing faculty. It’s heating up. We have wonderful young faculty. I would like to think our young faculty embrace the idea of opportunity. What would a 2nd or 3rd year students say about their experience at Bloom? They talk about faculty connections. Co-curricular activities to some extent. It’s not overwhelming, but there is a strong connection to BU from alumni. A lot of the rural, quiet, small town atmosphere. We have a disconnect between the extreme success of some of our athletic programs and the lukewarm support internally. Football success has not turned our heads. We are somewhat of a different place than in previous days – the party school, but not too much. The alcohol culture here is not over. We haven’t seen a culture change here but a slight change in behavior. The “Rising Star” image on the web site counteracts the party image somewhat. Our Greek program has diminished and that has helped the party image.

We have good looking student residences. We’re a dry campus – very few alcohol violations on campus. Damage on campus is very low. We have given them nice facilities and they take care of them. The split campus is a great disadvantage. We offer two different living options—a reward for upper classmen. Off campus housing is not good – demand to live on campus is high. We have focused on being a residential campus – that’s our core. We have the highest rate of on-campus residential students among PASSHE schools. Is this how we want to brand, perhaps? Is this what our brand should be? A great direction we need to go in is to have more comprehensive student services and vibrant weekend programming. Our cultural arts programming needs to improve, as well. I don’t see the personality or the core of the institution changing much over the next 5 or 10 years. It’s no longer the friendly little college on the hill. The same type of kid that has always enrolled here, the B…B+ kids either from close by or from out-of-state. People will try to make it better. We’re very healthy, well-positioned. Well-intentioned people may want to make it (BU) more than it is. We are so healthy that we invent problems to deal with. (Administrative staff members) Strengths of Bloom? We have a combination of things that have worked to build a great foundation for a university. We have a great faculty. Our physical plant. We’re fresh, we’re relevant, strong, technologically-oriented. You get a lot of bang for your buck. The campus sells itself. I’ve got kids lining up at college fairs to see me. Things are happening here. We’re relevant today. We do basic customer service. Someone is paying attention to me. When they visit, the deal is closed. You don’t have to have a 1400 SAT to land a great job after graduating. It’s a different atmosphere here than at the higher priced privates. Comfort, accessibility, affordability, connections. We have managed to attract the combination of faculty to give you an incredibly fine education. I am bothered by the self-destructive behavior of students. We have a freshman orientation placing more emphasis on bonding them than setting the tone for the work in front of them.

Very few fraternities but that’s where most of the partying/drinking takes place. The Greek system is irrelevant at BU. Maybe 200 students. We have practical students. They make practical choices. The typical BU student is a strong student from a family of modest means. They are thinking of the outcome of higher education rather than the prestige of the name. Bloomsburg has a special character – comfortable is as good a descriptor as any. You can get in a car and be in the game lands in 15 minutes. Or you can go to New York in 3 hours. The culture is brought to you at Bloom. This is a very safe campus. We are nationally known for ASL, Instructional Technology and Forensic Sciences. We play too many games against the same schools for us to gain any real national recognition for our athletic teams. It’s like playing your cousin. Athletics doesn’t drive the institution even though some of the programs are incredibly successful. Athletics are kind of separate from the rest of the university, like an auxiliary enterprise. If there is a position vacuum – it’s technology. We are perfectly positioned to be the technology school (among PASSHE). (Director level administarator) All of the PASSHE campuses are distinctly different when it comes to academic policies and practices. Not a consistent force that drives technology to consistency across the system. We have a well-developed legacy (data) system even though we don’t have People Soft or Banner. The legislators and institutions do not deal with many issues on a consistent basis. We have good ancillary systems throughout the campus. Transfer articulation is one area that is well-developed (BATTS). CAPS, the degree audit system is also fairly sophisticated. Maybe from an administrative best-practices perspective we are pretty advanced technology-wise. We have a good physical plant, budget, good relations with PASSHE, good location, demographics are good, we have a collective body of leadership that is very strong. We’re a

healthy institution, applications are up, curriculum development is up, the grad school is poised for growth. The downside is that you’re in a state system. We’ve been on the good side of the performance indicators for some time. We have a fairly good student body. Maybe 60% knew that were going to college. Maybe 40% don’t have the same strong commitment. We have a very strong regional appeal from the close-in area. Our students are good, solid kids but they are lazy – they look for short cuts, like all kids. Maybe they’re not as technologically strong as suburban kids. But they are solid kids. I really don’t have any idea whether we have a warm and caring campus or not. We’re very student-oriented. So much of my experience with student is over transactions. We are a very vanilla institution in terms of diversity, our in-state-out of state ratio, our curriculum. If we got an influx of non-traditional students we’d have a problem. We don’t have the same kinds of demanding students and parents that other schools do. We aren’t forced to deal with diversity here. As a consequence we don’t have to adapt to different constituencies. We have a very small international student population. Maybe 100 new African American students a year. We are not at ease with our African American students. The campus has a tendency, because of its size, to be somewhat compartmentalized. Not entirely negative situation, though. It’s just we don’t communicate on a consistent basis. We’re a little isolated and it tends to make your perceptions inaccurate. (Senior, cabinet level administrator) We are not technologically adept. We are well behind the curve. We’re not a laptop university. That’s not to say it’s not a focus. We have more of a practical curriculum. It is appropriate to think of our professional schools as a door to opportunity – it is our claim to fame. Everybody wants better students. But we are a value-added institution. Our faculty are proud of what they do. Our students do pretty well. Our students realize there is a value added (in attending BU). I don’t see our students as compliant and passive nor are they entitled. They are fairly aggressive though. Student behavior is an issue but not an overwhelming problem.

We do what we should do. About one half of our faculty (maybe 1/4) are alums of Bloom. They want to come back. There is something about Bloomsburg. There is something embracing about Bloomsburg. It speaks to the environment. We also nurture the sense of community through some of our academic programs. We don’t have a terrific town-gown relationship because of the party/parking issues. However, merchants downtown are very happy with us. I want BU to be accessible to all people and to be technologically out in the forefront. Also to be more diverse. I’m going to be very active in continuing education and graduate studies (in building these programs). We need to think of a flow-through Graduate program (get your B.S. and then continue to get a master’s degree from Bloom). We have to grow distance education for non-traditional students. We don’t have a lot of room for on-campus non-traditional students. I was surprised to learn how renowned our athletic program was and how little it’s is talked about. I don’t understand it. We just don’t embrace sports here. We lead with our professional programs. That’s where we make our money – especially in the graduate programs. We need to expand our reach to help get a national reputation. First our student population demographic is declining in Pennsylvania. Slow to achieve diversity – we have a 15% cap on out-of-state students. Some PASSHE schools have exceeded it. It is pretty white bread here. We are having a hard time integrating diversity into Bloomsburg. It starts with the faculty. We’re doing a great job recruiting students but the culture isn’t here. We need more role models. We are definitely vanilla. My biggest challenge is to bring diversity to a community that has a culture that is not always welcoming to diversity. (Cabinet-level administrator) I have mixed feelings about Bloomsburg being thought of as the technology campus of PASSHE. We are probably in the top tier in terms of functionality, robustness and responsiveness. Can we claim the title? I would say no. Even on a system basis. We are not as responsive as we could be, especially to faculty.

What we have done is a lot of the basic planning – line item funding, infrastructure and the like. We increased band width, speed and that satisfied students. Some schools are using budget dust (what’s left) to fund technology. We have life cycled everything on campus. We do a good job with the basics of technology. We are not good at responding to special faculty needs. We don’t have the staff to respond or the expertise. The things that people recognize as being technologically top line are laptop initiatives – distance education – we just don’t do them. We don’t have the institutional support at this time to support these initiatives. I don’t think the things we have done can be turned into a pitch for the institution. I am shocked at the lack of feedback we get from students and staff. We are always in front of the faculty and students – I could count the number of requests on one hand. Very little faculty engagement. Trying to get feedback was nearly impossible (we’re not very sophisticated instructionally in a technological sense). I’m actually trying to get them to increase their expectations. Students are interested in band width – that’s it. It’s a little shocking to me since I interact with other institutions (SU. Delaware, Penn State) on a personal basis with my children being students there and I can do everything online. I wish functional users would come to us, too. We’re not out in front. I’m dragging people into things. There’s not a department that is pushing us to our limits. This is a very closed system here. This area of PA is not very cosmopolitan. Not surprised so many alums teach here. Most of my staff grew up here. It’s very difficult for an outsider to break through here. There may be a lack of respect for education and educators in this area. I don’t know why students would come from New York or New Jersey to BU. A lot of is not rational – it’s emotional. How you feel when you come on campus. This is where I can picture myself being. Why is BU rated so high in PASSHE? The performance measures ratings are always high. We all get ranked by the state criteria. We have been well managed over the last 10 years financially. We look nice compared to the other PASSHE schools, when you look at the campus. Our complacency in distance education and non-traditional students and finding new ways to get to students may hurt us in the future because we’re so satisfied with being pretty darn adequate.

I think we need to be more aggressive about finding out who we are, given our demographics. We’re not destined to be a research-one university. That is frustrating to some faculty. There is a place for a 4-year comprehensive state university. We can be the best AAA baseball team there is. What’s wrong with that? We are constantly fighting the people who want us to be who we are never going to be. It’s not a concession to aspire to be who we are. People from Bloom or people who graduate from Bloom don’t want to be anywhere else. There is a feeling that there was a time when everybody pulled together to make this a common experience. Then we grew and things changed. However, it is a very secure environment. I still think it is an extraordinarily good place to work. You can get things done here. Most through informal channels. It’s a friendly, easy-going place. I would like us to make a commitment to technology in instruction;. If we can define who we are, we can be excellent at who we are, and it can start to make some decisions for us. We can build the new master plan around it. We still have a lot of “noise” here. We waste more time and effort on process here than any place I’ve ever been. (Director level administrator, administrative staff member) I see myself as a salesman...selling the facilities and the education. Of course, I sell the coaching staff first, from there the facilities. This is a great place to get away for students from Philly, Harrisburg, Allentown. If I can get them here for a visit, we got ‘em. It’s all about building relationships. My main focus is education. We want to graduate every kid. We want to recruit good people. We’ve seen the evolution of athletics and our athletic program over the past 30 years. Yes, wrestling used to be our hallmark. Things have changed a great deal since then. We believe we have the right balance in Div II between athletics and academics. Our student/athletes need to fit into the mainstream at BU. The quality of the athletic experience has to be excellent for all of our athletes. It is about participation opportunities for all students. We have given our coaches good financial resources, yet none are fully funded to maximum allowable as far as scholarships are concerned. The location, the physical plant, the academic programs are all major attractions here. We’ve had a very strong athletic tradition at Bloom.

It’s not just athletics…it’s the institution itself. We’re financially strong. A lot of people working for the benefit of the whole. It’s a great place. I’ve been fortunate to spend my whole career here. A lot of pieces make this a really good institution. We’ve had a lot of stability in our coaches. Once you get here, you don’t have any reason to leave. Division I is not the panacea many might think. We have a blue-collar type of kid here. It’s financially reasonable to attend here. How do you get athletics and the rest of the campus to come together? It’s tough. But we’re not unique in that regard. It’s the times, I think. We don’t have the engagement we used to have in earlier times. The location may have something to do with it. I do feel convincing the kids to come up there (on the upper campus) is often not worth the effort. They are not geared toward that (being active spectators and enthusiastic supporters of our teams). It’s a great place, but it’s a ghost town in the summer. The PA conference is one of the best Div II conferences in the country. BU tries to be in the top half of PASSHE with regard to financial resources (devoted to athletics). We turn away a huge portion of our applicants. We have a reputation of being run the right way. Everyone wants to come here. The institution does a good job of marketing itself. A kid from NYC fell in love with BU immediately. It looks like paradise – it looks good – it’s accessible. The community does a good job of interacting with the university. Students like to go where they see people that look like themselves. It just has to feel right. They find people like themselves here. In order to stay attractive, we need to assess students’ expectations particularly in housing, academics, and new programs. We’ve always managed at BU, we’ve always had strong middle management…it has kept us close to the cutting edge in many fields throughout the institution. The housing we have on campus is in many cases better than the houses they have at home. At Bloomsburg, I don’t think we have a jock culture. It may have been true years ago. We have a challenge to become compliant with regards to Title IX. The state has become more involved in this area. BU has not been totally knowledgeable about how the federal law applies, so I get a lot of uninformed complaints in this area.

(Union representatives) For years, Bloom has been known as “the college on the hill.” A friendly college. Maybe we have some culture problems but we’re trying to get some more diversity in here. We’re a little behind on the technology part. Some programs that we’re known for are teaching, nursing, business. Bloom has some great graduates. We were known as a teaching college at one time. We get a lot of athletes. It’s cheap to attend here. Students who may have gone to private schools are looking at state schools When students walk on campus, they love it. The area is great, the town is so special. The campus is very friendly. People go out of their way to make you feel at home. When I was growing up BU was a major employer and spender in the town. Some people feel that the university causes assessments to go up. The town has responded in many ways to the university growth. Bloom is still a party school. The town and others still pay attention to instances of under age drinking. The BU police force is the largest in the county. Thursday night is party night. Drinking is a major issue in the Health Center. One in five are coming to us pre-prescribed for some behavioral issue. We are known for our housing and our partying. We have an influx of freshmen in the summer who leave soon thereafter who are pregnant. A lot of kids come without parental upbringing they should be receiving at home. Without the well-publicized tragic events of previous years (fires and fatalities), BU would not be any different than any other school of its size and type in the country. We just have baggage. I fear that there might come a time when in response to students’ behavior, we over-regulate them. We certainly allow students a lot of freedom here. They are adults and we try to teach them values and ethics within a society of adults. It’s a part of the higher education experience. I think BU has more in place to address issues of drinking and alcohol abuse than many other places.

Our publications are a mixed bag. There is a lot of campus news that doesn’t get out. The local press is often biased and sensationalistic and negative. The regional press treats us better. We have the largest Greek system in PASSHE…28 fraternities and sororities. We get calls from the national press about stuff our students do. There are plenty of faculty who are well known. We are not a ship in the middle of nowhere. The Bloomsburg Fair, for people in this area is the biggest thing going. Bloomsburg University is virtually unknown until you associate it with other things (Pennsylvania, PASSHE, I-80, the Fair). The place is the descriptor. It has a lot to offer. Students really like what they find here. We’re a good part of a great system. We’re transitioning from an exclusively teaching institution to one of teaching, service, scholarship/creative activity focus. (Faculty members) Every school has its external image and its internal image and Bloomsburg certainly has one of each. Is Bloomsburg becoming more of a professional preparation school? We struggle with that. I’ve heard that and in a sense we’re moving in that direction. I hear we are becoming more of a place to come and get vocationally trained. I hear it in a negative way, though. Faculty perceive that our first generation students need something beyond vocational training – they need an expansion of their thinking, awareness of possibilities, alternatives – to get out of the very small worlds they come from. Both intellectually and socially – they need to look at broader horizons. We can’t do that if we emphasize and promise that we will make you an accountant – that you can walk out of here directly into a job. Faculty do not believe that does the best service to our students. Serving the workforce means more than vocational training. We have a lot of very caring, committed faculty who are working toward that goal. As far as how a lot of people around here view our students, nursing and education are two of our major strengths. Bloomsburg is the first name to come up. In the Kutztown or Millersville areas they will think of those schools as tops in education.

We will always have the history of being a teachers college. All 14 campuses have the same background. It’s not technically incorrect to say we have historically served two populations. In the beginning we had a normal school and a liberal arts school. The population we serve, if they come for training or whatever will have doors opened and horizons broadened. Some may change majors many times. We have wonderful extra-curricular and co-curricular activities. It is an opportunity to open doors and grow. That’s part of it – they can follow the American Dream – to a degree. They see all the possibilities. I bristle at the training part of it. I feel more pressure from the outside to be more of a vo-tech. When I look at our history and location – Philadelphia and Pittsburgh – and we’re in the middle. People in town still call us the “college.” Most of my students don’t know what the GRE is. Faculty have a background from a lot of prestigious schools. Pennsylvania has a well-developed educational culture. The state system had a lot of influence on who we are. What is your identity separate from Lock Haven, West Chester, Mansfield? Aren’t we all the “gateway?” I think a lot of the external view is important – “party school” comes up a lot, “outstanding Div II athletics” – “teacher ed.” One of our biggest pushes is to re-do our student residences to be more student-friendly – no shared bathrooms. Bloomsburg does offer a really great all-around college experience. Bloom has it all here. Can a student have the whole experience? Yes! At Bloomsburg, you’re going to be taught by a professor not a teaching assistant in a small class. Some of that will change as we build more 90-seat classrooms. If we promise close teacher-student contact, then this move runs counter to that. I think you have to look at the whole state system. I think it’s kind of thought to funnel out from Harrisburg (the direction for each school). At our last accreditation students said, “I came here because you had small classes.” (as opposed to Penn State). Could the brand be “an all-encompassing college experience where it’s safe?” It’s very appealing from that point of view.

Students like to come here because it’s quiet – away from distractions. Where they can focus on their studies. The more urban kids talk about the beauty of the place – the negative is that there’s nothing to do. I believe Bloom appeals to parents’ nostalgic view of what college should be. You’ve got a little of everything here – the classic college experience in a quaint college town. It is the traditional college feel at an affordable price tag. The brand doesn’t have to talk to everyone. It infers an audience. Not everyone will come here – the decision is geo-centered, socio-economic-centered, historically-centered. I don’t believe the people we attract has changed much at all over the years. We are a respectable fall-back school when you can’t afford a private school. We attract from a 50-100 mile radius – that’s about where we attract from. There is some mystique about the Northeast and some students from farther away will be attracted by that. It is this total college package that will broaden your horizon. We’re not quite a training institution yet, but there has been some pressure in that direction. Alumni that I talk to really enjoyed their college time here. This is a time they always look back on and remember. If you assess all college programs here, they are all good – nothing is lagging. There aren’t any deficits. They’ve got it all here. Penn State may have the same but they are over 48 thousand, we’re 8 thousand. Once you lose your individuality, who are you? We get a lot of mixed messages that tear us away from who we are.

Community members (14) What are some of BU’s greatest strengths? I think it’s a safe environment crime-wise, health-wise. It has clean air. This is probably ore important to parents, though. BU should package the downtown along with the University. How safety and quality of life the town offers complements what the university has to offer. It’s affordable, close and you don’t have to go home on the weekend – the town offers a lot the downtown is a major appeal to parents. BU has a campus-feel. It morphs into the town. It feels like a total campus. The downtown is part of what the professors try to sell to prospective faculty. Walking up Main Street to college hill is a special signature scene. BU puts out a really good product. I hear, when I tell people I’m from BU, I hear people say, “Oh, I hear that’s a really good school.” It’s a beautiful campus, esthetically pleasing in a very beautiful part of PA. The campus has always been very pretty. They’ve always mastered that. They are a tremendous community partner. An amazing resource. One of the most important words to remember about BU is “opportunity.” A really nice mix of students. Not just high-achievers but those who are the first generation college students. Provides an opportunity for a very wide range of students. There is still room for average students. Accessibility and opportunity are the operative words. There’s a lot more diversity at BU than there used to be – there’s not much in the town. To parents, its one big conglomerate – the university and the town. Safety is a big issue for parents. There is a lot of word of mouth about BU. As an undergraduate, you get the contact with the PhD professors. It gives you a better education than at a higher level school. Crime is relatively low in Bloomsburg - for our size and location. There are many people in the area who are very comfortable approaching the university. But there is a sizable number who are intimidated – they feel apprehensive – it may be unjustified but it does exist. I think we take for granted the addition to the quality of life the University makes – cultural arts, speaker programs, student-led entertainment. The quality of life would be denigrated without the contribution of the university.

The town is very aware of the economic contribution made by the university. The communication between the university and the town has always been excellent. There is always an issue of 18-22 year-olds living adjacent to townspeople. Students need to be good neighbors. Teenagers are often persecuted. It always needs to be worked on. The perception is not in the numbers but in the negative publicity the local paper gives to the relatively normal college behavior. Granted some BU problems have been more serious, in the past. The university publications never get disseminated to the local media. The accomplishments of students in particular. There is a huge disparity of incomes between townspeople and students and professors. BU should not rely on the local media to do their PR for them. The local newspaper has a monopoly on the press around here. The students see what is written about them and make assumptions about what townspeople think about them. BU is known as a party school. It’s a suitcase college. There are a certain groups of kids coming in from out of state who couldn’t get into other schools who come here with more money and an attitude. Two-thirds of town police calls are student related – alcohol, quality of life issues. We work together with the university to join resources to work on solutions. Alumni remember the university and the town. They always remember them as being together – they meld into one and remember it positively. Sports used to be a big factor here – softball, football, field hockey, wrestling – for students choosing Bloom. Its location – middle of the state, easy to get into – price – accessibility. It’s a safe atmosphere and a nice quality of life. The affect of the facilities that are so well-maintained can not be minimized. The layout and the physical plant is evidence of a degree of caring. Most decisions kids make are not made on the strength of curriculum or of the number of PhD professors. It’s the reputation – it’s what the kids down the street say. It’s the visits, the reputation, it’s not always the things that we hope gets the kids here. The students’ perception of the quality of life is focused on the campus. The parents may have a broader view. If kids are looking just within the state system, they are looking at their particular major.

There are some state universities in PA that aren’t full. There is quite a demand for the university’s services. It creates a little different type of student here – they are glad to be here – happy to get in. Bu student teachers and later, teachers are more likely to take on extra duties, increase their portfolio and qualify for merit pay. They bring an extra enthusiasm to the job. We have an offensive lineman on the New Orleans Saints this year. Sports has always been big here. Athletics are not over-blown at Bloom now, though. I think it’s understated here. Education is always Job #1 here and the coaching staff honors that. Until very recently, there could be more adult townspeople at games than students for football games, wrestling and basketball. The emphasis at BU is about right. All programs can hold their own in the PSAC. Bloom is not known as a football factory or for any other sport. You don’t hear, “I came here to play ball.” I’ve been pleased to see the relationship between athletics and academics. It has been out of balance in previous years – way back. I have a niece and a nephew who are graduates of BU. They enjoyed their stay. After graduation, they came back for further training. They have very warm memories about their stay at Bloom. I would love to see Bloom start a 1-year business cooperative program along with the academic program. Move out into the community and take a real role. Residents would reap more of the university’s benefit. I don’t think the typical Bloomsburg resident feels the university touches their life. But this type of cooperation would foster that. I would encourage the new president to drive more business growth in the Bloom area by using the university’s resources. Help leverage out intellectual property out into more business and economic development. Be more aggressive in that area. In the 6 Columbia County school districts, the overall student growth has been 4% in the past ten years – that’s not a lot. I have a concern about the sustainability of the economic growth of the region in comparison to the southern rim of PA. The university needs to look down the road (to be an economic driver) at the future population/economic trends. The population of Bloomsburg is bi-modal – a lot of 22 and under and 55 and over. If it so enticing for students to come here to school, how can we convince them to stay and contribute to the town after they graduate? If we can grow our business and industrial base, we

can grow our real estate base. We should be keeping more BU students in the community after they graduate. I think there is a perception in the community that the campus is not welcoming to average townspeople. Not comfortable here. Don’t want to use the facilities, can’t park – would rather go the fire hall. PA’s #1 export is young people. We export more grads that any other state. We need to create opportunities for them here. Maybe a university presence downtown would help. Coming down off the hill…an arts center where the old Capital Theater is…a book store. If you actually saw the U downtown… I would not like to see it have rapid growth in numbers. Its size is one of its important attractions. It’s nice to have professors have contact with the students. Growth should be very measured – sometimes things need to stay the same. Bigger is not always better. Student Group #1 First semester freshmen I’m from New Jersey, near Princeton. One of my mom’s good friends and a 6th grade teacher I had went to BU. I got wait-listed at Rowan so I came here. I visited only after I got accepted. I’m from Reading. Both of parents and my cousins went here. My grandmom lives nearby. Maybe not the best reason to select a school. I got into KU, too. I didn’t like it. It was in the middle of nowhere with nothing to do. This at least has a little town. In 10 minutes at KU, I knew I didn’t like it. I was kind of lazy in my senior year and didn’t think of applying anywhere until December. I wasn’t sure I even wanted to go to college. I don’t remember any BU people visiting my high school. There was actually a civilization here. It’s a lot like the town of Princeton and the university is set up there. I really like living in a town. You can walk anywhere. I don’t have a car, I can walk anywhere. I really like the campus. It’s really pretty. Where I went to school was really diverse. White people were in the minority. I had friends who were black, Hispanic, I was surprised it was so white here. It is very segregated and separate here. My roommate is multi-racial and she dates a black guy but we wouldn’t talk if he wasn’t her boyfriend. He’s very nice.

I think it’s mainly separated here by race, not by any other cliques. It’s one of the first thinigs I noticed when I came on campus. I think the university is trying but it’s the students who don’t want to break apart and meet each other. If you live off campus, people tend to gather together by race even more. I miss hanging out with different people. My town was all white but my high school was very diverse. We hung out together and I had friends from all races. I think we’re all pretty much the same academically. I mostly hang out with 1st years and they are all scared of failing. They want to go out and have fun but they’re afraid of failing. I think that’s why we study so much. I read more now than when I was in high school.. It’s easier to take tests if you do the reading. My professors have been pretty straightforward – no surprises. A syllabus was new to me – now I can plan. I never read in high school. It’s harder…but different than high school. I’m not really worried about failing. I’m worried I won’t do as well as I expect myself to do. I like to have options. If I don’t do well in college, I might not get to do what I want to do. First I was a nursing major but I switched before school started because I’m not good at science. I lot of people here are education majors – the girls anyway – a lot of nursing, too (for women). Bloom used to be a teacher’s college – that’s what it’s known for. If I had never heard of a college, I would just toss their publications (when I received it in the mail). I checked out BU’s website. I liked the pictures and the map. It was nice to get an overview. I used the website to figure out how much it would cost. I’m in the dance ensemble. There are a ton of dance groups you can join. It’s a lot of fun. I belong to the Council for Exceptional Child…the Share Program and the Campus Crusade for Christ. I’ve been home about 4 times since the semester began (in 3 months) I’ve been home twice – during reading days.

Weekends are dead. There’s nothing to do. All the PA kids go home. I like to sleep a lot so I stay in bed all weekend. People go out and drink. Most people don’t care about getting caught – even though if you do it’s a big problem. Underage drinking isn’t a problem for students but it’s a bigger problem for people in town. It’s kind of nuts at 2:30 am in the morning with people trying to get back up the hill to their dorm. We know that when people go to college, they drink a lot. It doesn’t make my experiences any worse. My roommate has gotten real sick drinking…she drinks Thursday through Saturday and then has to go home because she’s sick. Some kids drink 5 nights a week. I have a couple of classes with a couple of hundred kids. My favorite class is in my major and the professor tells a lot of stories. I like that class the best. I like my biology teacher the best. He’s trying to get us, he really cares that we do well. He makes jokes in class, he tries anyway. I usually get an e mail response from my professor by the next morning. I don’t have a lot of problems. I only had one mid-term. I didn’t have any. I’m doing as well as I expected. I’m writing more essays than I expected. I never thought my whole grade would be based on 3 essays. I thought we’d have more Scantron because my classes are so big. I’ve heard that history classes are really hard. My theater class has 150 in the auditorium. Biology has about 100 in the lecture. Sociology has about 150. I had a teacher say…I don’t care if you come, I don’t care if you pass, I’m just up here teaching, it’s your responsibility to learn. The Block Party is the biggest tradition at Bloom. I took a placement test during the weekend of Block Party and there were hundreds of kids walking about from house to house drinking on Light Street. My favorite place is the fountain on Main Street. Carver Hall all lit up when you are walking up Main Street. A lot of my classmates in high school went to Temple, University Park. Most of my classmates went to Rutgers. Three good friends went to UP, Shippensburg and American. One is in Florida. We all wanted to go south but it never happened. Every state school is basically a big drinking school.

Student Group #2 Campus Ambassadors In middle school I wrestled and I went to wrestling camp here for 5 years. Got to know the campus and the town. I have family nearby, too. I was very familiar with the area. I applied to other places but I only wanted to come here. I didn’t want to come here because my older brother came here. But when I started to apply I remembered his stories and I was interested in playing lacrosse. The people I met were down to earth and like me. It was the place I knew the most about. The people, the area and the location (were why I decided to come). I wanted to be a teacher and my second grade teacher came here. My parents wanted me to go to a state school. I went with my boyfriend on a visit here when I was in the 10th grade. It reminded me of my home town. It’s homey. It’s far enough away from home. I didn’t want to go anywhere else but I applied to other school because at my high school they made me. I’m a secondary education history major. I applied to BU and Moravian (10 minutes from home). My parents scheduled my visit here and I really liked it. I came back with my friends. The people I saw I thought I could be friends with. Everyone was so nice. I loved the quad, the dining facilities. I love it here. BU was my first choice. I also applied to Temple, Chestnut Hill, Fisk and Immaculata. I wanted somewhere close but not too far. It’s good to be away from the city (Philly). I didn’t know about BU until late in my junior year. I looked at a lot of colleges. I read about the English department online. It’s not like home (here), but that’s not a bad thing. It’s really a beautiful campus. I applied to Kutztown. I’m so glad I didn’t go there. Everything looked so run down and there was nothing to do. No matter who you are at BU, you’ll find a place to fit in. My high school made me apply to at least 3 schools. BU, Temple and Pitt. I was just picking schools out of a hat, after Bloom. I applied to Millersville, early decision. I didn’t get a good feeling there – just walking around for a couple of hours. I looked at Ship, East Stroudsburg, Kutztown, Millersville – Bloom was where I wanted to go - they put some effort into me. I pass it along…the help that people gave me when I was first here as a visitor. People were friendly and welcoming to me so I pay it forward – everyone is really helpful in my classes, too. People are not over-focused on grades here. At BU, you know you’re going to get a good education but that’s not the whole focus – the environment, the activities, bring a part of the

whole community. It’s other things besides the class work. People help each other…study together. There are a lot of demonstrations of good human nature here. The pace of life depends on how much you want to take on. My weekdays are pretty busy but the weekends are really, really slow. The day really drags. My weekends fly by – my week is really slow. There are days when you are completely busy and others when it’s slow. If I wasn’t busy, I’d go crazy. I met all my best friends my first day here. I loved it here from the beginning. I was having a great time in the dorm. My friends (at home) didn’t get acclimated to their (other colleges) until way after Christmas. Bloomsburg is my home – when I’m with my parents and I’m ready to leave, I say I’m going “home” to my room at Bloom. I’m having different experiences all the time. A lot of my high school came here, but we’re big enough so that I’m not likely to run into them and I’m always meeting new people. You wouldn’t like it anywhere if you didn’t like it here. Some say it’s boring here. We make a lot of our own fun here. There’s a lot going on. You have to try to fail at BU. f you just go to class, you’ll pass. Some people are forced to come here by their parents and never wanted to be here. They don’t make it. It’s not for everyone. Most of my friends who dropped out got caught up in the party scene. It’s not a real cliquey school. It’s hard to identify groups. It’s not like that here. The bars are very popular. There’s a lot more to do when you’re 21. But it’s not a big deal – we’re no different than any other school in that regard. If you were raised to understand the consequences of your behavior then you’ll make good decisions no matter what. You can walk down the street on Friday night and find 6 house parties. You can be responsible and still have fun. If you get a little bit of both worlds – it is another way in which students connect – it’s (the party scene) all part of the environment here. I think some classes are easier than others. Students flock to the easier teachers during registration. It’s rigorous but you can do an easy schedule. It is so dependent on your major.

History is so hard. We’re always writing papers and analyzing documents and there are no electives. Communications has about 30 credits of electives. I dropped secondary ed because it wasn’t challenging enough. I’ve had classes that made me feel like I was in high school and others are so challenging and wonderful. Dr. Whitworth and other teachers are so willing to work with students. I’ve been to professors’ houses for dinner. The classes are challenging, but it’s all in what you put into them. Finance, accounting and nursing are known as especially hard majors. The most important thing for me to come out of BU is to be well-rounded. I am gaining experiences from all the people I meet – life skills – living here is learning every day. In college they are teaching you how to think not just what to think. We gain critical thinking skills. The people skills I’ve gotten here will allow me to transition into different careers to find my own mark in life. Here, if you aren’t in a professional department, people look at you funny. If you are a liberal arts major it requires a little more explanation here. My most important thing I will have gotten from BU is my communications skills. You can’t be afraid to talk about what you’re good at. You become an enhanced version of yourself (during your time at Bloom). A lot of the gen ed I’ve taken – they just talk at you. Others, mostly in your major, really work with you. So many professors are so welcoming, even inviting you into their homes for parties, meals. You can have adult conversation. You are more on a level with them. The park down by the river is a great place. Out on the quad – right outside Elwell there are tables and a wall to sit on. Walking past Carver, down Main Street past all the houses and stores – that’s special. During Christmas when the town is all lit up – it’s like the town in “It’s a Wonderful Life.” Block Party is the main tradition at Bloom. And the Bloomsburg Fair. Block Party goes on and on and on. It’s usually around the last week in April. It is not a university event – it just happens. The frats and sororities on Light Street seem to put it on but it’s for everybody. It is the most enduring tradition. There are memories (from Block Party) you’ll take away forever. Here, hardly anybody goes to football games on Saturdays like it was when I was in high school. It’s not a must-see – it’s not a real draw – even though they are really good.

At BU there’s not a lot of participation for certain things. Why aren’t more people exposed to these things – why isn’t there more attendance? Just certain select groups go to certain things. Athletes go to games more than non-athletes. Student attendance at sporting events is spotty at best. It’s the whole college experience at Bloomsburg - academics, parties, meeting people, having fun. You can find a niche at BU, no matter whoever you are. Whatever environment you want – it’s so supportive and homey – you’ll always find a group to belong to. Student Group #3 Athletes I met my coach at camp and then at a college expo for tennis players. Nobody I know in Pittsburgh knows where Bloomsburg is. Coach came and recruited me to play football. I didn’t know where Bloomsburg was. Coach recruited me. I knew about the program before I ever knew anything about the school. I came for a camp – liked it. You get recruited and then pick where you want to go. You pick based on tradition of the program. Coach came to my races and I always liked the area and I like the idea of receiving academic support. My first impressions of Bloom? Isolated…a big hill to get to the fields. I’m very happy about my choice of BU. I’ve gotten a pretty good education…above average…I like the people around here. I like the business program. But faculty office hours always conflict with practice times. Not all faculty are as accessible as they say they are. A lot of professors here are 8 – 5 Monday thru Friday. But some are here for classes and leave. I almost went to Kutztown where my sisters went. A lot of my friends went to KU. I like the small town atmosphere here. I thought I was from a small town until I came to Bloom.

This town is big compared to mine. Athletes have the privilege of being thrown into a pre-existing group right away who are committed to something. My best friends are my teammates. I’m in a group of 8 guys it seems like all the time. I know very few non-football players. I think BU gives you the opportunity to meet other people…it’s just too hard when you spend all the time with the same people and have the same practice schedule. When I was in the dorm my freshman year, I always said I would continue to be friends with those people, but I didn’t. Now it’s only football. I live with 5 other softball players. I did have other friends from freshman year. But I only hang out with softball players now. I would like to hang out with people from my major but I can’t…I have practice. The players on your team know what you’re going through, too. Others just don’t get it. I wish they would understand. Swimmers, cross-country, wrestlers have it the worst. But every sport has its bad season. Every sport is virtually a year-round activity. I feel like I’m more disciplined than other students because of athletics. I’m diligent with my work ethic. Everyone else seems to have so much free time to do what they want. I wish they had more internships and job searching opportunities here. Mine was all done by me. I didn’t have any help from the career office or my department. I didn’t get any help from the university to get an internship. I would be nice to just have some leads. I got an internship because I play tennis with some business people back home. Academics are more important then sports, but teamwork and time management skills you learn through athletics have a big effect later in life. A lot of sports qualities translate into exactly what we want to do later in our jobs. Usually the stereotypes applied to football players are usually positive at BU.

Party school is a big descriptor of BU that I hear a lot. Not in Pittsburgh, though – no one knows about it. I get a lot of that “party school” when I go home. It bothers me a little because I don’t have time to party every night. If we’re such a big party school why aren’t I having more fun? Any alcohol related citation and you are automatically suspended for one competition. Alcohol is always there at every college campus. You don’t have to do anything special to find it. You can’t go out every night unless you want to flunk out. Not every kid has to drink. It’s a bad perspective. There’s no truth that this is a party school. Certain people in the past or certain events may perpetuate the perception. I’m a host for a lot of recruits that come from high school. We eat at the Commons, tour campus…the town. They stay on campus. They convince themselves about BU. We talk about our sport mostly when I host a recruit, not the school. Their questions are about softball and the coaches. I try to convince them it’s a good, safe school. It’s a safe, small campus. You don’t have to worry about walking down the street and getting shot – there’s no gangs. The college is the economy in Bloomsburg. We bring in $12 million a year to the community. The town hates Block Party. Most of the conflicts between the town and the college are about a house full of college kids near where townspeople live. Lancaster is a very conservative area. Coming here has given me a broader view. I have met a lot of different people. It’s not a diverse campus as far as color is concerned. We’re all pretty much the same. I have a lot of gay friends here. That didn’t exist in my hometown. BU softball – you’ve heard – “You must be gay.” “If you go to BU and play softball then you’re going to go gay.” I’m very accepting of gays, more than I was before. I consider that a growth experience. Technically, all football players are the same type of people. I don’t look at someone’s face and say you’re different – color is not important. Sports tend to blur the differences. A guy on our team has a Mohawk but he swims fast. As long as you’re respectful, I’ll respect you. If you’re there for the team, then I’m there for you.

Some people come to BU with closed minds and believe all the stereotypes and don’t meet very many new people. The Commons is my favorite place on campus. The ladies there are like my Mom. The treat me so well – make sure I eat right – I love it! I love the math department. I love the Commons ladies – the Union ladies. I wouldn’t change a thing about my time at Bloom – all the memories. I started playing football when I was 7 – it’s been a long time. This is my senior year – it’s been amazing. I have no regrets. Cross country running is all about setting and accomplish personal goals. I’ll teach tennis if business doesn’t work out. I’ll have some options after this. The school doesn’t support athletes equally. Swimming doesn’t get equivalent support as the other sports. We have 85 guys on the football team and we have 8 ½ full scholarships. If you’re lucky, you get $500 - $1000. There is a big misconception that football gets all the money. We fund-raise a lot of the money to support what we need. We have to buy a lot of our own stuff. All scholarships come from fund-raising. Student Group #4 CGA representatives I’m an education major. And I am very excited about all the campus improvement especially the academic quad update. Once the quad is done and students see it – it will be WOW! I didn’t think about college until my senior year in high school. Did I want private or public? I applied to a public because the opportunities are so much greater. My high school pre-cal teacher was a BU grad and encouraged me. I looked here, at Lock Haven, at Slippery Rock. I visited all three. SR was too far away. LH was too small. The reputation for education seemed to be better here. I looked the university websites, talked to teachers who went here. It seems to graduate high quality teachers. I came to college with a clean slate. I was ready to start myself from scratch. I took that to heart and really decided to get involved. I liked it a lot during the Open House in the fall of my senior year. I seemed homey here – lots of trees – it was nice. Another advantage of a mid-sized college is that you meet a lot of people you know every day just walking around. There is a sense of belonging here.

I enjoy it here because it’s very relaxed. It’s not a monumental task to go to New York of Philly. In a few minutes you’re up in the country – this is a very country-like setting. That open-country feeling is nice – it’s a lot like home. My fellow students do not always live up to my expectations. I’m usually the surrogate parent when we go on trips. Sometimes when students do something good you may get your picture on the BU Today page. But the bad things get splashed all over the local media. It’s not too heavily academically rigorous here. The university is not just for the 96% average kids. Sometimes the professors have to water stuff down for some students. There’s a good balance of the easy and the hard. The typical BU student is around the 50th to the 75th percentile. There are some C students and some valedictorians. Most professors do a good job of supporting students in class. There are exceptions of course – those who act like they don’t care – students tend to give up easily in those situations. Most students feel wanted here, though. Because BU is isolated from a large city there is not an overwhelming number of internships available. That’s a weakness. There are so few options around here. Not a lot of connections on your doorstep. They exist – but it’s only a handful. The universal points of strength at BU? – Football, a strong supportive administration, a variety of academic programs, and an open and inviting atmosphere where everyone wants to go. There seem to be more commuters than on and off campus residents. But they may be more non-traditional students. They want to get a degree and get on with it. Might be 3 to 1, residents, including those who live close by in town and commuters. There may be students who work jobs to make end meet to pay for school. Most people financial matters to themselves. There’s always concern about the rising cost of higher education but students just seem to shrug and say, “So be it. I’ll just work more hours.” My best memories will be related to my experience in leadership roles. Up all hours at the desk as an RA, ordering pizza late at night, playing games, having fun with others on staff. The first 6 weeks of college – I kept thinking…Wow! I’m in college. I remember moving in that first day – Wow! I’m actually here…in college! I was slow to warm up and interact with people in large groups. Outside of the classroom, inside the classroom …in high school you could get away without studying. Here you have to read and study. You have to rely on yourself more. It took me about one-half of a semester to adjust. My first grade on a test was a high “D.” I thought, My goodness! – I have to step it up if I want to succeed. That where I had to adjust the most. I’ve always been the average student throughout high school and college.

The place that is my favorite place is Schulkill Hall. I don’t live there anymore but I come back and check things out every once in a while. That’s what I identify with most. Also, the Commons. It will always feel like home. It has a place in my heart. There are always students who come to college with a bad attitude because they were pushed by their parents or couldn’t think of anything else to do. As much as students gripe, I think they will leave with warm feelings and miss not being here. I guess a lot of BU students just don’t care about the “student life” aspect of of being at BU because they are overwhelmed with their class work. I guess they don’t have time to join an organization or go to a game. There are a lot of organizations but a core of students may belong to 4 or 5 of them. It may look like a lot of numbers but actually a lot of those are students counted twice (or more). I think a lot of student just get up and go to class, eat, come back, take a shower go to bed and do it again. Students have been complaining a lot about the ongoing construction. Greek organizations are a good way to form closer bonds. Sometimes their methods are questionable – the way they go about forming those bonds. I’ve had two roommates who pledged and the next semester they were gone because of grades. With any organization you are involved with you need to practice good time management. Greek life has a role on the campus – sometimes it has a bad name mostly because of the local media. Because of negative stereotypes and horror stories about pledging you may get some school staff that try to downplay them. Student Group #5 Education majors My first introduction to BU was my brother who went here – 2 years ahead of me. I worked in high school guidance so I saw a lot of material come through the office. A lot of friends were here or applied here. I only applied to BU because of early decision and 2 weeks later I was in. I visited Millersville – my whole high school was going to PASHE schools. I’ve known about BU since I was born. My whole family went here. Most are teachers. I’ve always wanted to come here. I applied in September of my senior year and I got in right away. My whole high school goes to Mansfield, so I didn’t want to go there, only 45 minutes away. I didn’t want to go to Lock Haven and I didn’t like Slippery Rock. I looked at East Stroudsburg, too. My mom didn’t let me visit here until last (I guess she was trying to be fair). My first impression when I came to campus was that I liked the whole set-up. It was all close together. It was easy to walk everywhere. It was a pretty campus. I enjoy the atmosphere. I came to an open house after I knew I was in. I met professors, went through the buildings. I’m a runner so I’ve been on upper campus since the 7th grade. I never went to an open house. I came just to visit with the coaches. I kind of by-passed admissions because I was an athlete.

I had a couple of friends who were in the education department and they spoke highly of it. But how did I know the ed department was really good? Well, a lot of my teachers were from Bloom. BU is known for teaching. Seems lie 90% of students are ed majors – you know it started out as a teachers school? More schools will hire you if you’re from Bloom because they are known for graduating great teachers. I wonder sometimes when I look at some people in my classes. I take pride in my work but a lot of other students are here to pass the time and get the “college experience.” I’m doing ok but I’m more motivated. Students at BU are a lot nicer than I thought they would be. They hold doors open for you, say Thank you…bus drivers say, “Have a nice day.” Of you ask a question, someone will go out of their way to help. I’m nice t everybody – people I see on a regular basis are very nice. The Commons ladies are soooo nice. They are wonderful people. The library…not so helpful – it’s like you are bothering them. We have two wonderful advisors for the Dance Ensemble. My home town was smaller than Bloomsburg. Everybody knew each other. I would never live in a big city environment. There no mall here – it sometimes drives me crazy. I like the oldness of the town, the old, huge houses. On Main Street you have lots of shops. I like the small town atmosphere. Here you walk around town, go to the Farmers Market. This town reminds me a lot of home when you look at the landscape from Upper Campus. It’s beautiful. It’s not any harder her than at my high school classes. I was used to 30-plus kids in my classes in high school but it’s basically the same thing that I experienced there. I was in accelerated classes. The elementary ed major can be really easy if you want it to be. There are not a lot of tests, just a lot of projects. A lot of students don’t do their 5 hours of work in schools, or do their projects the night before. It’s disappointing. Most of the top BU grads, GPA-wise are elementary ed majors. We don’t stress special education enough in elementary ed to suit me. There are things we should be being prepared for. More time in schools than just students teaching would be a good thing.

I’ll graduate in May with a math degree and a teaching certification, so I can choose which direction to go after graduation. The BU party reputation is pretty well deserved. Compared to Penn State we’re not that crazy. People just don’t show up to class on Monday mornings. You can find parties anywhere. But if you’re in education if you get one “under age” you’re out – you have to pick another major. It’s all choices kids make. You don’t have to do it (drink and party). It’s who you are and what you’re here for. I think BU is pretty similar to the other school just like us. Once you’re off-campus, it gets a lot crazier. It’s loud in town – even at 3:00 am with people screaming. Kids trash places (off campus houses) and it ruins it for others. Most college students live on or near Main Street – not of lot of townspeople live there. There’s nothing I feel unsafe about – there have been some robberies. I’ve never heard of anything happening to anyone. I’m out on campus at night a lot. There are people walking around campus at all hours. A lot of commuters have part-time jobs. I think that’s the biggest difference between them and residential students. We don’t have any commuters on the Dance Team – but they could. I have friends at Penn State and they have to make appointments just to see each other. Can you imagine? I just see people I want to see all the time. At Penn State it takes 5 or 6 years to get your degree. Here you can do it in 4. People here are closer and friendlier than you would find at a larger school. I’ve gone to 3 or 4 football games in 4 years. I’m not a big football fan – I just don’t like the football fan scene. It’s just not a fun thing for me. Games are on Saturday – the campus is practically vacant. That has a lot to do with it (lack of student attendance at football games). My roommates go home every weekend. My best memories are going to be of dance – most of my friends are involved with dance – it’s been so fun. Most of my memories are of getting my work done. I wasn’t a drinker – I’ve never even been to Block Party. It’s way too much for me. The best things about Bloom are – the faculty. I have a mentor and he has done so much for me. Some have done anything to help me over the years. You can be very close to your professors – you wouldn’t get to know them at a larger school. Some gen ed classes here can be pretty big – up to 200. I think a characteristic of the ed department faculty is to be really helpful.

I live in Northumberland and I love my dorm room. It’s not noisy. The lounge is really nice. There’s rules and everybody follows them. It’s nice, cozy, quiet. I like my room mate – we hang out all the time. My first room mate and I are best friends forever. Student Group #6 Business and accounting majors I was an exchange student at a nearby high school and my host family brought me here to look at the university. I have 4 Bolivian friends in the US. A degree from the US is so much better than a Bolivian school. My first living experience was in an apartment with 4 other people on upper campus. It was hard that first year. Then I moved to the dorm my second year and things got a lot better. I love the campus. I like to be able to talk to my teachers. In my advanced classes there are only 10 students. It took until my sophomore year until things smoothed out. I moved down from upper campus and I got involved more activities on campus. The recreation center is almost too popular. It’s full all the time with intramurals…the climbing wall…people working out. It is a major gathering place along with the Commons. It gets really crowded in there sometimes. I’ve met so many people working there – about 25 students work there. I don’t think my friends who attend other schools are as involved as I am on campus. Faculty are very approachable. They have office hours, they e mail you right back right away. There are very helpful with resume writing of how to find a job or how to interview. Most people in the accounting field already have jobs by October of their senior year. 12 – 15 companies come in to interview students. I already have a job in Philadelphia. I went to Philly for a second interview and got a job with Ernst and Young. I’m so happy I already have a job. They are really good at recruiting, especially in the business department. The education department has a teaching fair. A lot of school systems come in and recruit our ed majors. I still see people who have already graduated. I have a nice group of friends – really good friends. I’m not in a sorority, they have the most friends. There is an international student association where you go to meetings. I wondered, “Where are all these people? I never see them on campus…but here they all were!” There are activities during the year for various ethnic groups. Before I went to meetings, I didn’t think there were so

many international students here – Spanish-speaking...a lot of Russians, too. The university has exchange programs with some countries. I’ve been to New York, North Carolina, Miami, Philadelphia.. I’m more of a city girl. Bloomsburg is not a city but it is bigger than Mt. Carmel. I really like it downtown (Bloomsburg) – the restaurants and shops. I love Bolivia, too, but I have a better future here. It’s a very poor country. BU has been very good for me. A great experience. I don’t regret anything. I’m so glad I came here. For me BU has been about giving me an opportunity. I’ve had a full tuition scholarship for 3 ½ years. There is a lot of aid available for students with good grades. There are even scholarships for international students. Most people are involved in something outside of the classroom. A lot of it is through your major. There are a lot of religious groups, too. A lot of my friends pay intercollegiate or intra-mural sports. I wish I didn’t have to go – I hate to think of leaving Bloomsburg. My favorite place on campus is the little area in from of the Student Services Center. A lot of people gather there between classes when the weather is nice – you can see just about everybody pass by. Student Group #7 Surrounding 4 counties I’ve always known about Bloomsburg University. I wasn’t sure about what I wanted to do when I came out of high school so I went to Luzerne County Community College. I got my AA in business and then transferred. BU admissions reps were at my high school all the time. If you went to BU from my high school it meant you didn’t want to get out of town like everyone else, but it also meant you didn’t want to go to the community college. As far as the classroom is concerned, at a community college, you get what you pay for. Some people were stereotyped as not having the confidence to go away by coming to Bloom. Some people don’t have the big picture in their head. I moved to Lewisburg from upstate New York. I was quiet and shy in high school. Anything I ever heard about BU was good. Bucknell’s cost was way over my head. I started at Luzerne CC in Shamokin and then came here. Everything I took at LCC transferred. The only issues I’ve had with BU are with the Financial Aid Office…not everything gets done on time. Everything I took transferred except some business classes that were 200 level at LCC and 300 level here. I was mis-guided by my counselor at LCC. I should have called here first, but I didn’t know who to call. The transition was smooth. No placement tests for me. I lost a semester of classes in the transfer. People here know whet they’re talking about. It’s very warm and friendly here.

With a degree in economics I can go to almost any business at the management level. My goal is to get good employment in this area. As a single person, I need to make it on my own. I went to a job fair about 2 weeks ago. I got business cards, appointments and gave out my resume. I was impressed with what they had. It seemed a well organized event. There were a lot of local employers. I can go to local department stores and apply as a manager with my BU degree instead of starting as a clerk. I know there’s a career development center here…I just don’t know where it is. There are seminars on resume writing and interviewing. We so it in our HR classes as well. Although I don’t think they are publicized as well as they should. I think there is plenty of parking on campus for commuters, now. The new lot is wonderful. I would like to get rid of the drive and live here but I couldn’t deal with the kids. I’m so used to living along… couldn’t do it. There are a lot of aspects of college life I’m missing out on as a commuter. I have a job and I help out on our farm. I haven’t joined any groups. I make friends in class. I don’t make friends outside of class. You don’t come to college to make friends – it’s a by-product. I can concentrate on my class work better. I enjoy my drive – it gives me time to think and enjoy the scenery. I’d say maybe 30% - 40% of BU students are commuters. There are a couple of commuter hang-out places – there’s one in the student services building and one in Centennial – but I would never go there – the one in student services is in the basement and there aren’t any windows - I go to the library instead. The library is very up-to-date. Lots of research links on the library web page. Helpful people at the reference desk. The library seems very well used by students. Professors bring classes of students there. 11 out of 13 professors I’ve had here have been wonderful. In two classes that were repeats of classes I had at LCC, the material was out of date compared to my LCC class. When I tried to talk up in class though, it was “my way or the highway” from the professor. The book was way out of date, too – I never even used it. Professors here are much more accessible than those at the community college. I am in my professor’s office twice a week. I’m struggling in one class and he works with me tirelessly to help me get through it. A lot of the younger students are here for the same reasons I’m here but before class the discussions are invariably about what party to go to and where to get drunk. Particularly Thursday night. The students seem knowledgeable, though. Somehow they get their work done. I have respect for some of the younger students but I could never live their lifestyle.

I have more life experiences – I don’t mind the perception that they are smarter than me. I have a fairly good relationship with some of the younger students. I see a lot of students from my hometown. I think older students, me included have a lot more common sense that younger students. A lot of it has to do with where you were brought up – city versus country. There’s not a lot of wealth in Bloomsburg. The university is building a name. Kids come to campus from all over Pennsylvania to tour the campus. The university is helping the town and the town in helping the university. And its beautiful here – I just love the view from upper campus. In Lewisburg, the Bucknell students and the townspeople are very different. At Bloom, most of the students are from the surrounding area. It’s more laid back here – you don’t have to have money to fit in. I think BU is a very laid-back school class-wise. All the PSAC schools are like that. If you’re going to go to Bucknell or Lehigh, how you look and what you drive make all the difference. A lot of students are just taking it step by step, not investing too much in their wardrobe. People look at you weird if you dress up too much here. Dressing down is a big thing at BU. You would stand out in designer clothes or anything other than casual dress here. Most students seem to respect the authority of the professors. Some may disagree but do it respectfully. Most do it in an appropriate manner. The economics students invited all the professors out for paintball recently. Talking in class, telephoning, text-messaging, typing on lap tops goes on all the time in class. Maybe it’s a sign of the times. Most people who do it sit in the back row. If a professor does not specify a particular behavior in the syllabus, kids will test the limits. Some just don’t get the hint and fail to pay attention. Some professors will throw out a pop quiz to combat inattentiveness. I think the university is definitely doing its part as far as technology is concerned. The library is the best earning tool on campus. Everything I have ever needed at this school, I have found. The rec center is great, too. Bloom is viewed as “inexpensive” in the Lewisburg area, -particularly when compared to Bucknell and Susquehanna. BU is attainable for the average American family. I would say it is convenient, over anything else. It’s a great start if you are not sure what to do with yourself and you don’t want to go to a community college. Also, it’s affordable. I love the semi-rural location.

The application and admissions process was very smooth. I would caution against the use of too much e mail, though. I prefer the regular mail for important matters. BU’s business and education departments are at the top. Lock Haven, East Stroudsburg and Clarion also have good teaching programs. I’m very fond of Bloom. I’m a Husky until I die. It has excellent academic programs. I ever have a kid, he’ll go here. I think Bloom is a little cliquey. I think there is a stereotype that Bloom is a jock school. But a lot of students here do not live vicariously through the athletic teams like they do at other schools. But on the whole this is a slightly jock-oriented school. On any given day, 60 thousand people will come to the Bloomsburg Fair. The record attendance is 120 thousand. It is the biggest fair in PA. It is a very big deal the last weekend in September. Student Group #8 Students from surrounding states I’m from Timonium (MD) and I spent a lot of time online using College Board to find a college. I wanted to get away from Towson. I went to the Internet to sort out schools. I came up here a few times because there was no way on the web site to see pictures of dorm rooms or what the town looks like. I looked for PA schools, mid-sized, teaching – that’s it. I looked at Shippensburg, Kutztown, Millersville. I came here for the interpreting program. I found it through an interpreting web site. This was the closest school to my home that had it. It was the only school I looked at. I’m no longer in the program – it’s complicated but they had to drop the program because a lot of personnel left. I’m in secondary ed for Spanish now. Most of the kids in my high school went to Penn State or Rutgers – I’m from New Jersey. My dad went here. I came here for nursing. I also looked at Meredith in North Carolina and St. Johns in New York. I applied late so I didn’t get into the nursing program here right away. Have to apply now. I’m from Calvert County, MD. My vice-principal went here – all my teachers knew where I was going. This is a smaller town than where I’m from. My friends didn’t think I’d like it here. I looked at 20 – 25 schools. I got into U of MD College Park. I got into Bloom. My dad worked with a guy whose daughter went to bloom. I thought, I’m not leaving the beach. I really didn’t want to go to school in PA. So I visited. The minute I stepped foot on campus I loved it – the mountains – how the campus was set up – the dorms – the academics. The town was tight here. I visited 20 -25 schools in Maryland, Boston, Pennsylvania. I visited East Stroudsburg but it was all enclosed. Too many buildings too close together – too sports oriented – but I loved the rec center – each treadmill had its own flat screen TV. It’s like nature here – you look around and there are trees everywhere. I didn’t get that feeling anywhere else. It’s a nice campus but I miss the view of the water in MD. St. Mary’s College in MD is my favorite.

I love it here – it’s so pretty. Where I live (at home) there is no pretty view. It’s so nice here. The town is quaint – it’s close to campus. At Shippensburg, there’s no town. Here you can walk anywhere. Most people in town are nice to us. It’s a nice environment. Going to Towson would be like going to high school. I’ve met so many different people here. Everything in Bloomsburg is so much slower than in Baltimore. I think I like not having the option of not going home. A lot of my friends here go home all the time. It really hurts them. I never got homesick. When I look back I think I’m glad I’m 3 hours away. I was able to bond with people – gaining my independence. Going home is not a big deal for me. Being here has been a big deal for me. I’m able to do my own thing – do things for myself – for me! I do what I want to do – when I want to do it. My roommate is from the NY/PA border and we click fine. It’s the person, not where they are from so much (as to whether you will get along). I loved how big College Park was. The landscaping was beautiful. I liked how well-known it was. NO one knew about Bloomsburg. U MD had everything. I don’t regret not going there, though. BU is a good compromise between a real small college and a big one like U MD. My friend used to live up here and she complained constantly. A lot of my friends went to Frostburg and Towson and couldn’t understand why I went here. I love it here. My friends had never heard of it and called it Bloomingdales or Bloomy. No one else went to BU from my high school. It doesn’t bother me – I like it here. Fitting in here was pretty easy. I’ve met so many people – no real bad experiences. Everyone has been real friendly – open – even the upper classmen. It’s kind of good to be from out of state. You’re sort of an oddity. They ask about my accent and I want to find out more about you. Sometimes it’s too easy-going here. People walk sooo slow. The professors are pretty accessible. They make time for you. There are rules but there are always exceptions to them. I was really disappointed with how the interpreting program turned out. I missed about 15 classes between the two of them (professors). Spanish and education – they know what they are doing – they are here for you. A lot of professors are really committed to students – some take on too much, though. All my professors know my name – except one – it’s a mass lecture. The nursing professors are hard to get a hold of.

I have a TA in my anthropology class – but it is great having her there. I’m very prepared for what’s here (in the classroom). All my classes are lecture classes – I didn’t think I’d like it at first but it’s not that hard. I was nervous at first. But I think I make stress for myself. I had no mid-terms. My roommate has already bombed out. She waited until the night before to do two papers. That’s all it took. Certain people surprise you. They don’t do anything – never study – they’re loud – they’re sociable – never sleep – and still seem to do ok. I had a roommate who would wait until the last day to do anything. The work load from class to class is so different. In interpreting I had no homework. But in special ed you have lots of reading and written work. There are a few exceptions, but just about everybody is so casually dressed here. Except for the “Philly girls.” They are always stylish. Everyone else just rolls out of bed, throws on a hoodie and they’re good to go. There are cliques here. I hate to pick on the Philly and Trenton girls. The Philly girls never talk to you. When I go back home most of my friends are African American. Except for the Hershey girls, no Black girls up here will talk to you. I agree. I live in Luzerne and the whole 3rd floor is the Frederick Douglas program and it’s predominantly African American because that’s what the FD Program is. It’s an almost all African Ameican group. You get on the elevator and they just look at you like, “What are doing here?” I mean it’s our dorm, too – we live here, just deal with it. But they don’t have a very friendly attitude except toward each other. That was one of the biggest shocks here, experiencing that. And half of them are on full scholarship and you are paying $20 thousand a year to go here and they are here just to goof off. It really bothers me, too. I agree. It bothers me too – I think it bothers the majority of people. They’re very rude. They live on my floor and yesterday I couldn’t do my work because the girl next door was screaming curse words to her boyfriend on the phone and it was coming right through my wall – but I was scared to knock on her door. And that’s bad that you are scared to knock on someone’s door. Me too.

Yeah…me too. I completely forgot about that when you asked is we were comfortable here – but that’s the one thing. I mean they’re so……you are so intimidated. And that’s bad when you’re scared to knock on someone’s door. They make you feel inferior when you go down to the 3rd floor. Walking into the shower or anywhere, I just keep my head down. I talked to my CA – at night they run around like elephants. I can hear it upstairs and like…this is so ridiculous. Do you hear the music? We hear the music, the bass, we hear the moving beds. They’re moving furniture around. Last night they were moving furniture at 2:00 am. What’s going on? I told my CA and she went down there and she came back and said there’s nothing wrong. They discriminate against the CA down there. There are two black CA’s and one white one and they don’t listen to D_______. She’s the white girl on the floor and the other 2 (CA’s) don’t do anything. I find that very discriminatory – it’s reverse discrimination. Try living in Freddy D with that – it’s literally …so………….. I mean I was thinking of running for elections – forget it. I thought coming from the South – the North would be more accepting. I came up here and it’s like – oh my God! People should treat each other equally. I came from a very diverse high school and they treated everyone equally. I never experienced racism until I came to Bloomsburg. I tried to do a fashion show for the young Entrepreneurs, it’s a club they have for the African Americans. They said anyone was welcome and I said heck, I’ll try it. I was the only white girl that showed up. They looked at me and …..whatever…and stuck me in a couple of sets. I gave up. If they are going to exclude me…I can’t deal with this. I just left. I think no school is going to be perfect. I have people on my floor who are white who are rude but what are you going to do? There was this bunch of girls next door who were crazy loud and up so late. We never talked to them until a week ago and I found they were the nicest girls. I would have never known. We never introduced ourselves. Ever since then they’re really nice.

I’m sure they (the Black girls) are aware people don’t like them because they are on full scholarship. People are jealous – I’d like to go here for free. Sorority girls talk to us. A lot of sorority girls travel in packs because they know each other – they’re nice, though. I’m not a big fan of the boy’s basketball team. I know one who was dating one of my roommates for a couple of months but he won’t go along with being boyfriend/girlfriend – he says it’s too much pressure. I know. It’s ridiculous. I met some of his friends and they were just trying to hit on you and you say I know you’re just trying to get something and you’re not going to get anything – so just back off. They’re just guys. Being guys. If I was on a sports team – they are always together. They’re eating together – they’re always busy – they have to hang together. I have a friend who plays field hockey and I haven’t seen her in two months. She’s always with her team. The smokers are a group. There are so many smokers here. At least 40% of the students smoke. They had to chase them away from the doors of the buildings. The smokers will sit out under my dorm window until 2:00 am. It’s weird. They are like they are their own little group. There are a lot of people who smoke here. There weren’t this many smokers at my high school…I don’t get it…it’s really bad for you. I didn’t expect to see this many smokers in college. All my friends from PA say it’s normal. Since there’s nothing to do, they drink and smoke. I think the fires have made the party scene a bigger deal than at some other places. And the small town being so close makes it a bigger deal, too. The Bloomsburg newspaper published my friend’s name when she got an “underage” (drinking citation). They also send something to your parents.

Everybody told me BU was a big drinking school before I came here. Me too. Yes, I heard that. I heard BU had a lot more fun than other schools. There’s a lot to do – 200 clubs and the activities that go on – it’s fun here. Dances, movies, mid-night pizza, bingo. There are tons of things to do on campus. A lot of people choose to drink. A lot of social drinking goes on here. I was a little nervous about it at first. I don’t drink but I like to go to parties because I like the atmosphere. I’ve never seen a weekend night when there was nothing to do. Some weekends it clears out, though. My friends never go home on weekends. It’s still fun on the weekends. For the most part there’s a lot to do. The Dance Show in the spring is really something. I think they are starting to realize that going home – you just don’t get the full college experience. My roommate leaves every weekend and goes home to East Stroudsburg. Going home has affected her a lot in a negative way. I hope it’s becoming less of a suitcase school. I really like the Rec Center. They have great classes there, too. The Rec Center was one of the things I was really looking for from a school. There are some traditions, I guess. The freshmen call the light on top of Carver Hall the North Star. I guess no matter how messed up you get, if you follow that light, you can find your way back to campus. Eating late night pizza. The view from upper campus is beautiful. I love the park down by the river. It’s beautiful. The 4th floor view from the dorm is beautiful. For an elementary major, it really doesn’t matter where you go. So far, I feel like I’m getting a really great education. I don’t think the people hiring me will be impressed by the name “Bloomsburg” on my diploma but I will feel confident that I’m well-educated. I actually thought I should take out loans to go to U MD because of the name, but my high school teachers told me, “Don’t do that, the name doesn’t matter – it’s your college experiences.” I wonder about the reputation for drinking and being a nursing grad, whether that will be an issue. What will they think about you? At Block Party, there was a picture of a girl bonging a beer in the local paper and she lost a job she had gotten at a local high school.

I’m very satisfied with the education I received (a senior). I’m a senior and I haven’t heard anything from the ed department or the career center. They are not pro-active. You have to go and find it yourself. They may say they have a 87% placement rate but you have to take the initiative. Student Group #9 Admissions and Financial Aid student workers I’ve always known about Bloomsburg because of the Fair but not so much about the university. My boyfriend came here and played basketball. I was going to major in education. I wanted to go out of state – somewhere far away. I guess I’ll go far away after I graduate. I was very difficult to get the F-1 Visa to come to school in the US from Kenya. I had to wait 2 months just to get an appointment with the consulate in Nairobi. I was a bad test taker, so was my cousin – we were going to go to college together. She had a 720 on her SAT, but she had straight A’s in high school. We applied together to Temple, Delaware State, West Chester, Penn State and Bloomsburg. Only BU accepted her, so this is where we came under the EOP program. We wanted something slower, not in the city. When I was in high school I was NOT going to BU. I applied to a lot of other schools but when I went to visit I realized they were just Bloomsburg in a different place. I got accepted to Kutztown, Millersville and West Chester…and Bloom. I really like it here, I don’t regret a thing. It’s not expensive to live here. It’s too fast in Boston. Classes are too large at city universities. I took a summer class at U Mass Boston and there were 200 people in my class. I have an internship in Harrisburg and it seems like I run into BU grads everywhere. My family disagreed with me coming here because it was predominately white. Where I come from you get used to someone getting shot on the block every day. It’s crazy…but normal. It’s so far out…you don’t know anyone out there (they would say). When you’ve been in one place all your life they just expect you to be in that place all you life. We didn’t want to live that type of life. Not many in our family is productive. It’s a large family barely surviving. If me and my cousin graduate, we’ll be the first in a family of about 80 to have a college degree. I took a year off after high school. At the lunch table in high school I never mentioned BU. In financial aid, we push all our inquiries to the web site. Our site is very up to date and has all the information you need. During our tours, what really wows them in the writing lab, the Ben Franklin Computer Center, Interpreting Program, business program, freshmen can have cars, academic quad, free movie

night, the renovations, no grad assistants teaching, the new quad, the apartments on Upper Campus. We don’t tour Upper Campus, though. You can get so involved at Bloom. I’m in 6 organizations. There’s at least one thing you can find to get involved in. The career development center is very big. Interviews, resume writing. BU is affiliated with top schools in PA with allied health, like Thomas Jefferson in Philly. There a lot of job fairs, internship fairs, and testing to find out what you’re best suited for, web sites with job data. The political science department pays to send majors to conferences. That’s how I got my internship. The professors are very willing to help you. All my classes seem pretty easy, they seemed to pick up where I left off in high school. I didn’t take any AP courses. I wasn’t in college prep at all in my high school in Philly. I didn’t have any accounting at all. Then I get here in my first accounting class and the teacher asks us to raise our hands if we have had accounting before and I’m the only person in class to raise her hand. I’m in the tutoring center for Econ I. We do a really good job with tutoring and academic support. Professors have an open door policy and they mean it. In my major, all my teachers are very down to earth. It’s not that way in the gen eds unless that’s your major. The teachers seem to know that you’re only there because you have to. They’re not that enthusiastic. There’s 200 in my Gen Psych class – it’s a mass lecture. There are a lot of smaller departments but they seem to be on the same level as the larger majors like business and education. I really think the small classes make a big difference. At Penn State, the classes are so big they would never know your name. Here the professors know you and know when you are not in class. I don’t want a TA, I want the professor. One of the big reasons why people go here is that it’s inexpensive. It’s reasonable but it’s still more than we have, though. As a freshman, I worried a lot about how to pay. A lot of BU students families make a little too much to get FA grants but they still don’t have enough to pay it all themselves. A lot of BU students work. I don’t know how you do it without a job. The transition from home to dorm was hard. I cried every day at first. After a while I got more used to it. I live in Elwell.

Living on campus was good for me, you make so many more friends in the dorm. Upper Campus is a lot quieter – I have my own room. Commuters miss out on a lot. I come, go to class, go to work, go home. It’s hard. There’s a commuter lounge but nobody ever goes there – it’s down in the basement and it doesn’t have any windows. I should have lived at least one semester in the dorm. The people you work with in campus offices get very close. If you are not a drinker, nightlife is very boring. I think BU had a worse reputation before than it does now for drinking. Thursday night through Sunday night you can’t get any work done if you live in town. Partiers seem to be able to get their work done, though. I don’t think “party school” defines BU. I think any college is a party school. The administration does lay down the law when it comes to drinking and alcohol offences by students. The town is very different from the university. It is dead here in the summertime. We have a teacher who travels from New York City to BU to teach and she said people would look at her differently when she is out with her partner in town (her partner is white) than they do in New York. My cousin and I got profiled in the Dollar General…it’s just crazy. People are nice on campus but in town it’s a lot different. But it’s not something to make me not want to come here. Parent’s Weekend is really nice. Kids get involved in a lot of charity-related events, but not too many It’s a lot of the same people. 10% of BU students are involved in Greek social fraternities...what’s that about 800? They are serious cliques that are hard to penetrate. They have a reputation for drinking even though they do a lot of community service. Homecoming is really big for them. A lot of alumni come back and they have games and parties. There are a lot of “pajama-people” at BU. I think at BU, pretty much anything goes dress-wise. If you have a presentation, maybe you dress up…otherwise, it’s very casual here.

Economically, we’re all in the same place – some poorer than others. Most people don’t have enough money. There are a few well-financed people. At break most people go home and have to work extra hours to make extra money. You can always pick out the freshman the first two weeks of class. Oh yes! They are always over-dressed. It takes about a semester for them to wind down and get as casual as everyone else. Math, geology, geography, economics, Math, political science, computer science may be the most serious academic departments. It depends on how involved you get. University Seminar is a very important transitional class. Mot all students take advantage of it. That’s a lot about what goes on at BU…it’s all here, just not all students take advantage f it. Why do people leave? Just couldn’t take it…the slowness of it…went back to the city to community college…the work was too hard…got pregnant. Males are used to laying low and sliding through high school – here they had to work hard…couldn’t do it. Two of my roommates got pregnant. One transferred to West Chester closer to the city. It’s usually a medical reason or personal – out of the university’s control. Student Group #10 Greeks From Williamsport, I always knew about BU. We took trips through FBLA in high school and always liked it here. I applied to Lycoming College (a private school) and BU. People are always coming to Bloomsburg for a lot of different reasons – the Fair, conferences, athletic meets. Home is about 45 minutes from here. I have a relative who works on campus. My older sister went to BU. I applied to East Stroudsburg. I didn’t like the appearance of ES, no town nearby. The town here is wonderful. Only 3 of came from my high school of 98 graduates. I never saw a BU representative at my high school. The superintendent was a BU grad and he really talked up the school. Once almost all of the college bound students from my high school came here. A girl I knew a year older than me in New Jersey came here. She liked it. I applied to U Delaware, U of Rhode Island. I applied early and got accepted right away to BU and decided not to apply anywhere else. The connection between the university and the town is a major selling point. Maybe more to girls than guys. So much is within walking distance – shops, stores, bars.

The town is an important part of the whole experience at BU. I’m from the country. I love the outdoors and nature. From Upper Campus you can see the river and the mountains. NJ state schools are expensive even for residents. It’s about the same here out-of-state as I would pay in-state at home. About half the students seem to stress over bills. If you live off campus there’s rent, utilities…. All my friends have set up through connections and internships to get a job after graduation. The ones that came here to just have fun are long gone. The ones who stayed are here to get something real out of it. I’m able to go to school because of loans. My parents would never be able to pay for me to go to college. I think people with more money go to other schools. You learn that this is a very dressed down campus. The longer you are here the more casual you dress. There is a very relaxed feeling here going to class. Sweat shirt…sweat pants. I think there all different kinds of cultures here. But we’re all equal. I think it’s very mixed. I come from an area that is not very diverse at all. Maybe that’s my perspective from where I was brought up. I would not call Bloomsburg diverse. We are very white. On my floor in the dorm that were 2 blacks. Only Catholics and Protestants. My hometown is 95% white. We’re all Irish Catholic. BU is more diverse than home. My friends at home who commute hate college. I rave about all the fun here. Having too much fun is part of the problem for me. The exact same things that go on here go on at any other school I’ve visited. The difference is that we are over-publicized by the local media. Also, everything happens in full view of the town. BU runs its fraternities and sororities way different than other schools. I don’t ever wear my colors to class. I’m afraid my professor would be biased against me. I had a class where I really liked the professor and I was really doing well and we really hit it off. About two-thirds through the semester I happened to wear my jacket to class and after that the professor just turned away from me. It was never the same after that. I feel Greeks are very much frowned on at BU. “All you do is party…you don’t take school seriously” is what you hear from the administration and faculty.

14% of university students – over 800 of us belong to Greek organizations. About 219 men and about 580 women. There are 13 sororities with about 30 – 40 members each and 15 fraternities with about 15 – 20 members each. Sororities are a much bigger deal at Bloom than fraternities. Sororities are a lot more organized here as far as rush and other matters are concerned. Greek life has gradually declined, though since I’ve been here. Greek life has been wonderful for me – I’ve met most of my best friends through the sorority. We make things more fun here. It’s great to have a place to go where everyone knows you. Greek life has gotten me more involved and developed my people skills. Employers like people who know how to socialize – it gets you into things you wouldn’t have ever thought of doing. At Homecoming and at Block Party a lot of our alums come back – it’s great. We have gotten a lot of support from alumni. Alums who come back are depressed at what they see. It used to be a proud thing to be in a fraternity at Bloom and wear your colors on campus. We get no support from the university. Alumni affairs wanted to have a Greek thing up on alumni Field and we got very little support. We don’t get anything from the university. The housing situation is not great, either. Our house is currently in the process of being condemned. It’s the landlord’s fault, too – not ours. Sororities have more houses than fraternities. Landlords don’t like to rent to a bunch of guys. The school depends on us to be active in community service. Greeks raised a lot for the American Heart Week. They rely on us but very little comes back. Class size is much smaller than at a larger college or university. But not all faculty here are accessible – it really depends. I’ve had a really good relationship with most of my professors. I sent a professor an e mail the other day and got a phone call back almost immediately and we talked the problem out. I don’t think that would have happened at a larger school. This is a really good educational value. You get a lot for your money here. A lot of students just don’t know about the Career Development office and services. There used to be an internship office but it’s gone now. We tell students to go to the academic department or the Registrar if they want info about internships. It really struggles. We have a big education fair in the spring. Art, music and theater are really small departments her and don’t seem to get along very well. We just started getting off-Broadway productions here. I’ve seen Rent, Cats, Ain’t Misbehavin’.

Time management was the biggest obstacle I had to overcome…doing my laundry, studying, eating, social time, getting places…it’s hard to fit everything in and keep on top. I would stay at BU forever…I never want to leave. I’m kind of sad to graduate. Me, too. Me, too. I’m trying to find a way to go to graduate school so I can stay around. If I go home for the day, I can’t wait to get back. I call Bloomsburg home. You’ll never forget Bloomsburg. Alumni come back because they miss it. They tell us, “Don’t ever leave!” We need a 24-hour library. It would really benefit students. We’re a 24-hour university. They close at 4 p.m. on the weekends. We need more student activities, more on-campus things. Too much happens behind the scenes or off-campus. You need to see the things outside – they need to be more visible. We hear about stuff word-of-mouth or from a teacher. You get so many e mails, you just ignore them. The BU Today page is so cluttered, it’s hard to read. Athletics is not a unifying force. It’s Div II for one thing. It’s just not that big a deal. The stadium is not on campus. Athletes are separated from the rest of the student body. You never hear someone say, “See you at the football game.” There was no send off for the field hockey team that left for the national championships – no pep rally. 95% of the campus doesn’t even know about the field hockey team. The faculty never talk about BU sports – in high school teachers were always talking up the teams. There are no pep rallys, no band in the middle of the quad, no face paint, no “crazies.” As horrible as it sounds and I know it sounds stereotypical, but it seems like minorities get put on the top floor of Elwell. It starts with the ACT 101 program in the summer. It’s true and it’s wrong…for the past 4 years I’ve been here. It’s very wrong. It looks like segregation. It’s been talked about lately. People have always said, “Elwell is where they put everybody who is ethnic.” All of my friends of minority status have lived in Elwell at some time or another. I agree that there are some people who have no business being here – they’re just going to fail out and they’re getting a free pass. I don’t get too upset about it – as I have gotten older I just let it pass. I think everybody deserves an opportunity, but…………

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