The College of Business Plans for Life

The College of Business at Auburn University has big plans to change its image. Since 1967, the vision and aspiration of the College of Business has been to become one of the nation's top 20 business schools. In order to make that happen, the college's administration has recently been hard at work in review of its strategic plan.

They have been conducting research and evaluating the business-school programs at other universities all over the country. Research has shown that other business schools in the Southeastern Conference and around the nation have strategically declared themselves an independent entity apart from the university of which they are affiliated. For example, because of its competitive program, business majors who attend the University of Georgia often claim Terry College of Business before they claim UGA. Auburn University's College of Business desires to instill that same pride in its business students.

As an independent academic unit on Auburn's campus, the College of Business plans to take full advantage of that position and create a slogan that sets them apart from the rest of the university.

The College of Business is very much defined by Auburn University's image," said Chris Dyba, Director of Advancement. "That's fine, but we think that as the College of Business, we have our own brand and our own excellence."

Auburn's College of Business has made the decision to create a slogan and campaign for the college that is unique to the business school.

In order to make that happen, the College of Business has partnered with Luckie and Company, a national advertising and media relations organization based out of Birmingham, Ala. Luckie and Co. created three slogans for the college, and for several months Dyba and his colleagues have been holding focus groups among Auburn students and conducting other forms of research to determine which campaign slogan is best received.

After months of brainstorming, evaluation and planning the College of Business has come to a final decision. After spring break, at the end of March and beginning of April, the College of Business plans to softly roll out its new slogan: A Business Plan for Life.

"This tag-line is obviously a play on words," said Dyba. "In addition to it being a play on words, the focus of the slogan and tag-line is to encourage prospective students, current students and alumni not only to assess and plan for their four-year college career, but also to make a plan for life."

With a soft revelation this spring and a more aggressive campaign kickoff in the fall, the Auburn College of Business has big plans to change its image for the better. Be on the look out for this new slogan and follow the results of its effectiveness. To learn more about the College of Business visit www.business.auburn.edu.

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