2008 Woodie Awards
"Loyola Univserity?" "No, Loyola College"
Issue date: 4/1/08 Section: Opinion
Much like "Boston College" has done over the last three decades, our "Loyola College" brand should be far better promoted, not changed to Loyola University. Yes, some believe that the term "college" makes the school sound limited, or "small time." But I would argue that, with three other Loyola universities in New Orleans, Chicago and Los Angeles, we actually make it more difficult to distinguish ourselves by making this change.
When I am asked where I went to school, and answer simply, "Loyola," usually the next question, (at least outside of Baltimore), is: "Which one?"
I usually say, "the oldest and most exclusive one, Loyola College." No one is confused regarding the fact that "Boston College" is a university with a host of separate schools. If the "Loyola College" brand were marketed more effectively so that its connotation was one of exclusivity born of excellence there would be no need to change the name. Changing the name actually strips the school of a distinction it should be using to its marketing advantage. Students should be able to respond to the "Which Loyola University?" question with: "No, no, I go to Loyola College," and be able to feel good and snooty saying so. As it is, Loyola barely qualifies as a university. It has no law school and no medical school. Without a truly dramatic expansion in the wings, Loyola just looks silly changing its name.
Why not build our brand regionally and nationally by touting what we are? We are an excellent undergraduate college with two outstanding, high quality professional schools -- with a third on the way. The proposed change has a depressing whiff of inferiority about it. This name switch is the educational equivalent of wearing lifts or a toupee. It fools no one and does little to truly change our school "image."
Fr. Linnane came to us from The College of The Holy Cross. While they have some graduate offerings, and also face the same demographics-based financial threats as our moderately sized, endowment-challenged school does, my wife (a Crusader Alum) tells me there are no plans on the horizon to rename her alma mater "Holy Cross University."
I doubt Fr. Linnane would have considered pitching such an idea to Holy Cross Alums and certainly not presented it as a fait accompli -- precisely the way it has been presented to Loyola Alums -- who were only emailed after school-wide meetings were already held on the subject.
I respectfully urge the Board of Trustees to maintain the historic name of the school and focus institutional efforts on building the "Loyola College" brand. It's one worth saving and growing in the years ahead.
Jim Kennelly '88
BA/'90 MMS
When I am asked where I went to school, and answer simply, "Loyola," usually the next question, (at least outside of Baltimore), is: "Which one?"
I usually say, "the oldest and most exclusive one, Loyola College." No one is confused regarding the fact that "Boston College" is a university with a host of separate schools. If the "Loyola College" brand were marketed more effectively so that its connotation was one of exclusivity born of excellence there would be no need to change the name. Changing the name actually strips the school of a distinction it should be using to its marketing advantage. Students should be able to respond to the "Which Loyola University?" question with: "No, no, I go to Loyola College," and be able to feel good and snooty saying so. As it is, Loyola barely qualifies as a university. It has no law school and no medical school. Without a truly dramatic expansion in the wings, Loyola just looks silly changing its name.
Why not build our brand regionally and nationally by touting what we are? We are an excellent undergraduate college with two outstanding, high quality professional schools -- with a third on the way. The proposed change has a depressing whiff of inferiority about it. This name switch is the educational equivalent of wearing lifts or a toupee. It fools no one and does little to truly change our school "image."
Fr. Linnane came to us from The College of The Holy Cross. While they have some graduate offerings, and also face the same demographics-based financial threats as our moderately sized, endowment-challenged school does, my wife (a Crusader Alum) tells me there are no plans on the horizon to rename her alma mater "Holy Cross University."
I doubt Fr. Linnane would have considered pitching such an idea to Holy Cross Alums and certainly not presented it as a fait accompli -- precisely the way it has been presented to Loyola Alums -- who were only emailed after school-wide meetings were already held on the subject.
I respectfully urge the Board of Trustees to maintain the historic name of the school and focus institutional efforts on building the "Loyola College" brand. It's one worth saving and growing in the years ahead.
Jim Kennelly '88
BA/'90 MMS
Viewing Comments 1 - 1 of 1
Beth DeLaughter
posted 6/24/08 @ 12:02 AM EST
Have any of your students published an article about taking a survey of Cub fans around Wrigley Field last Thursday. I would like to see the article online, if possible. (Continued…)
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