Professional Documents
Culture Documents
Streamlining Higher Education | Strategic Engagement & Retention Initiative 03 March 2013
Recipient : Mr. Peter C. Kinney III, Chief of Staff New York Institute of Technology | Circa 2013
Date: 03.03.13
Table of Contents
TABLE OF CONTENTS ABOUT THE AUTHOR REFLECTIONS FROM A STUDENT PURPOSE OF DETERMINATION PREFACE EXECUTIVE SUMMARY ABSTRACT EPILOGUE ENDORSEMENT CONTACT I II III IV V VI VII VIII IX X
THE GATES OF ANTIQUITY OUR AUDACIOUS LEGACY OUR AUDACIOUS LEGACY (CONTINUED) PROPOSED ORGANIZATION HISTORY & TRADITION: SIGNAGE INITIATIVE HISTORY & TRADITION: WEBPAGE INTEGRATION HISTORY & TRADITION: FACULTY & STAFF INCORPORATION HISTORY & TRADITION: ATHLETICS INTEGRATION HISTORY & TRADITION: ATHLETICS INTEGRATION IMPLEMENTATION OF A UNIVERSITY MOTTO REVITALIZATION OF THE OFFICIAL UNIVERSITY SEAL REVITALIZATION OF THE OFFICIAL UNIVERSITY SEAL (CONTINUED) OFFICIAL UNIVERSITY SEAL EXHIBIT
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OFFICIAL UNIVERSITY SEAL EXHIBIT (CONTINUED) OFFICIAL UNIVERSITY SEAL EXHIBIT (CONTINUED) PROPOSED SEAL REDESIGN CONCEPT (OBVERSE) PROPOSED SEAL REDESIGN CONCEPT (REVERSE) CONCEPT SEAL EXHIBIT (CONTINUED) CONCEPT SEAL EXHIBIT (CONTINUED) CONCEPT SEAL EXHIBIT (CONTINUED) COMPREHENSIVE SEAL EXHIBIT (CONTINUED) IMPLEMENTATION OF AN OFFICIAL UNIVERSITY SONG IMPLEMENTATION OF AN OFFICIAL UNIVERSITY SONG (CONTINUED) IMPROVED MASCOT VISIBILITY ON CAMPUSES REIMPLEMENTATION OF THE ESTATE YEARBOOK CREATION OF THE JOINT SELECT COMMITTEE ON RETENTION, ENROLLMENT, & RESEARCH
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CREATION OF THE JOINT SELECT COMMITTEE ON RETENTION, ENROLLMENT, & RESEARCH (CONTINUED) THE TWO CONUNDRUMS: RETENTION & AFFINITY THE TWO CONUNDRUMS: RETENTION & AFFINITY (CONTINUED) A TARGETED & DELIBERATE APPROACH TO RETENTION A TARGETED & DELIBERATE APPROACH TO RETENTION (CONTINUED) A TARGETED & DELIBERATE APPROACH TO RETENTION (CONTINUED) THE PURDISH REALITY OF NEW YORK INSTITUTE OF TECHNOLOGY NEW STUDENT PRESIDENTIAL WELCOME REDESIGN NEW STUDENT PRESIDENTIAL WELCOME REDESIGN (CONTINUED) NYIT 2030 & THE SIGNIFICANCE OF STUDENT CONTRIBUTION ARTICULATING THE BRAND OF NYIT ARTICULATING THE BRAND OF NYIT (CONTINUED) ARTICULATING THE BRAN OF NYIT (CONTINUED
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ARTICULATING THE BRAND OF NYIT (CONTINUED) NYIT DIPLOMA REDESGIN & ANALYSIS NYIT DIPLOMA REDESGIN & ANALYSIS (CONTINUED) NYIT DIPLOMA REDESIGN & ANALYSIS (CONTINUED JUXTAPOSE TO NEW YORK UNIVERSITY DIPLOMA JUXTAPOSE TO COLUMBIA UNIVERSITY DIPLOMA JUXTAPOSE TO UNIVERSITY OF CHICAGO DIPLOMA JUXTAPOSE TO MASSACHUSETTS INSTITUTE OF TECHNOLOGY (MIT) DIPLOMA PROPOSED NYIT DIPLOMA REDESIGN CONCEPT PROCESS OF IMPLEMENTATION PROCESS OF IMPLEMENTATION (CONTINUED) CONCLUSIONS CONCLUSIONS (CONTINUED)
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II
III
Purpose of Determination
Streamlining Affinity | Blending Corporate Presence | Evolving Global Identity
My purpose for creating this proposal stems from the impact of shared experience within our community. In our global community, we share common experiences that connect us to each other, our alma mater, and most significantly, to NYIT. The importance of continuity and shared experiences among students, past and present, cannot be overestimated. My purpose for writing such an ambition is to propose initiatives that better connect students to NYIT, expand inclusiveness by blending our corporate presence, and promote affinity in our global community by connecting us to our past history and tradition. My ultimate goal is to have NYITs retention rate above 90% - a very ambitious and boundless goal. We are all bound to those of yesteryear in spirit, but today's NYIT sees little of their lost legacy. Our hearts were made with the same unwavering spirits as those of our alma mater, and it is that very notion that guides us and leads our global community. While we may be a global institution, with diverse students and campuses all over the world, we are united not only by educational pursuits, but by our unfaltering pride and dedication to one another. Pictured Left is current NYIT President and CEO, Dr. Edward Guiliano at NYITs annual Mayfest celebration held in May of each year. Dr. Guiliano is pictured here watching his students have fun just before final exam week begins for the college.
Purpose of Det ermination: | Streamlining Aff inity | Blending Corporate Presence | | Evolving Global Identity |
IV
Preface
Heritage | Tradition | Birthright
New York Institute of Technology (NYIT) has a long history of working with students across the globe to articulate the aims of a career-oriented professional education in our time. NYIT and its history are profoundly distinctive as an admired and respected institution of higher education. Its mission focuses centrally on the quality of student learning and the changing purpose and nature of post-secondary curricula. Recently, as NYITs population has become increasingly diverse, our traditions must transition to create a more inclusive environment for students. For the sake of correcting, strengthening, and preserving these rituals and all the positive contributions they have to offer, NYITs leaders must also recognize the faults related to the absence of tradition and history. In 1913, The New York Times posted an article about colleges lively and numerous student traditions and how those traditions enhanced student identity, pride, & retention. Fast forward nearly a 100 years, however, and those self-same traditions have largely faded into obscurity. History and traditions have long played an instrumental role on college campuses through their ability to build community, connect students with the heritage of their alma mater, and develop institutional pride. The question facing many NYIT students today is: What particular heritage they are entitled to as the life-blood of this institution? This proposal seeks to offer NYITs leaders suggestions for ways our campus history and traditions may be initiated, strengthened, and preserved, thus improving NYITs global community. Pictured above is NYITs founder and first President, Dr. Alexander Schure speaking at a commencement ceremony in the late 1950s.
Executive Summary
Statement of Purpose
The objective of this proposal is to better facilitate the needs of students at New York Institute of Technology, specifically regarding the role of history and tradition within the New York Institute of Technology and its global campuses. New York Institute of Technology (NYIT) seeks to provide a positive community environment that enhances students overall learning, personal development and academic success. This proposal seeks to build upon that very distinction by offering substantial additions to NYIT dedicated to fostering student success and creating an inclusive community across all campuses and sites throughout the world, with the enduring hope that students will find life outside the classroom to be an equally rich and rewarding experience.
Goal
The primary goal of this proposal is to restructure the way that New York Institute of Technology categorizes and facilitates tradition and campus history itself. Additionally, this proposal also seeks to realign this by incorporating a several new initiatives to better facilitate and profoundly increase the structure, coordination and order of the tradition and history. More importantly, the ultimate goal is to evolve the structure of the New York Institute of Technology for the better.
Result
The desired result of restructuring tradition and reframing the role and the anatomy of New York Institute of Technologys historical value, is to increase both the efficiency and inclusiveness of New York Institute of Technology. Additionally, by restructuring these particular areas, New York Institute of Technology will be able to further enhance its goal to fostering student success and creating an inclusive community across all campuses and sites throughout the world.
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Abstract
Comprehensive Analysis of Approach
In January of 2012, while working at the NYIT Office of Housing & Residential Life, I began to compile a Strategic Engagement & Retention Initiative Plan for NYIT. The time was opportune from many respects. There have been significant changes in NYITs Student Affairs philosophy, vision, and direction; there have been significant changes in NYIT as it relates to its global footprint, vision, and values; most importantly, NYIT had completed its long term strategic plan: NYIT 2030. Based on all of these new strategic plans, which is prepared by full participation from the whole NYIT community, I wrote my support for NYIT from the students perspective in helping NYIT achieving its vision, values, and goals of the NYIT 2030 plan.
Pictured above: Dr. Edward G uiliano, current President and CEO of NYIT, speaking to a crowd of student s at NYITs global campus in Nanjing, China. Authored by: Mr. Brandon Llone NYiT Student | Class of 2013 New York Institute of Technology The Antiquity Proposal Abstract: Analysis | Vision | Approach VII
I wrote this proposal with my knowledge of Student Affairs and in collaboration with student leader feedback and solicited input from the whole community for guidance. This proposals values are stemmed from student feedback and is comprised as follows:
Vision:
The Strategic Engagement & Retention Initiative seeks to further position NYIT as a leader meeting the challenges of a global and virtual educational community through the use of innovative solutions and strategic alliances with a commitment to excellence.
Approach:
To provide an integrated information historical environment that advances the core missions of the NYIT as well as the operational processes that support these missions.
Pictured above is Dr. Alexander Schure (NYITs 1 st President) speaking to crowd at a sympos ium for technology in the 1960s . Where appropriate, this proposal will seek to implement solutions that are innovative, integrative and supportive to evolving university goals, demands and expectations. This proposal will provide New York Institute of Technology resources to enhance, support and foster teaching, learning, research, administration, service, communications, and outreach. Seven specific areas are identified as critical areas, which will have a large and strategic impact on the future of New York Institute of Technology. At the same time these areas of focus would provide the most opportunities for significant impact on information technology accomplishing its mission. As a result, a separate Global Task Force will be created.
VII
1. Campus-wide History and Tradition Initiative, which extends in particular to: a signage, webpage integration, faculty and staff, and athletics integration. 2. Implementation of an Official Motto for New York Institute of Technology. 3. Revitalization of New York Institute of Technologys Official Seal. 4. Implementation of Official Music for New York Institute of Technology. 5. Improved Mascot visibility on New York Institute of Technology Campuses. 6. Reimplementation of the Senior Estate Yearbook through Campus Slate Student Staff. 7. Creation of the Joint Select Committee on Retention, Enrollment, & Research. Pictured above is Dr. Mat thew Schure (NYITs 2nd President) shaking hands with several NYIT board members .
VII
The strategic plan identified nine goals with one or more initiatives in support of the goals. Those goals and initiatives can be added to and completed during the period 2013-2015. Those said goals are: 1. Enhance student collaboration 2. Provide a full-scale history & tradition series 3. Provide an effective student identity 4. Provide an effective administrative retention system 5. Improve student retention analyses and reporting 6. Improve all NYIT web sites in support of history and tradition 7. Improve student and prospective student access to NYIT History 8. Improve administrative operational development (streamlining NYIT) 9. Improve student voice in NYIT leadership and governance Pictured above: Dr. Edward G uiliano, current President and CEO of NYIT, speaking to Secretary Spellings of the Department of Education.
The major themes these goals encompass are: improving the global infrastructure and identity, establishing and enabling a superior collaborative environment for students, upgrading to improve the historical notion of the environment, establishing and improving a retention analysis and reporting environment, improving levels of service, and establishing a participatory student voice in governance.
VII
The Strategic Engagement and Retention Initiative, presents a strategic context and framework for maintaining a robust, comprehensive and continually upgraded campus history and tradition infrastructure, applications, tools, and services to address the needs of the University. In turn, they enhance the student experience, simplify collaborations and Identity, and empower the campus community. The plan provides direction for accomplishing current and future retention objectives and goals and forms the basis for the campus-wide allocation of resources for history and tradition. We face the challenge of providing equally robust historical identity on all our campuses, especially in our global campuses.
We also need to develop a much closer working relationship with our history in order for this part of our identity to be successful. This would lead to collaboration with the community to provide advancements otherwise not possible. As the strategic plan goes in effect, specific implementation plans for each of the initiatives will be developed. This proposal will work with the relevant leadership and constituencies to make sure that the implementation plans are developed collaboratively and are congruent with the NYIT 2030 plan. The goals include expected outcomes and key performance indicators, which will become the backbone of the ongoing assessment of each of the goals and the plan itself. The plan will be assessed on a formal basis annually to allow for any required course corrections and corrections due to changing conditions and requirements.
VII
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NYIT's mission resonated among industry and learners. By the 19581959 academic year, the university had more than 300 students, and the time had come to expand its physical operations. Fast-forward to today: very little depth is given in any medium to show just how far NYIT has come or the tremendous contributions that our President Guiliano has worked to instill other than our minuscule history bullets by year that fail to convey and sort of depth. NYITs faculty designed curricula to incorporate modern technologies with teaching and applied academics. In 1959, NYIT introduced teaching machines for student instruction in physics, electronics, and mathematics. NYIT also pioneered the use of mainframes as a teaching tool, having received its first, donated by the CIT Financial Corporation, in 1965. The curriculum was successful enough that NYIT received two grants totaling approximately $3 million from the federal government one to develop a system of individualized learning through the use of computers; the other to develop a computer-based course in general physics for midshipmen at the United States Naval Academy in Annapolis, Md. NYIT was a pioneer in 3-D computer animation. Before Pixar and Lucas film, there was NYITs Computer Graphics Lab (CGL). In 1974, NYITs Computer Graphics Lab (CGL) was established and attracted the likes of: Pixar Animation Studios President Edwin Catmull and co-founder Alvy Ray Smith; Walt Disney Feature Animation Chief Scientist Lance Joseph Williams; DreamWorks animator Hank Grebe; and Netscape and Silicon Graphics founder Jim Clark. Pictured left, is President Alexander Schure outside an NYIT building in early 1960s; many of the buildings on NYITs Old Westbury Campus are of the former Whitney Estate. In 1995, NYITs School of Engineering took first place in the U.S. Department of Energys Clean Air Road Rally. The student engineering team spent three years designing and building the high-performance hybrid electric car that beat out 43 other vehicles. Today, NYIT is recognized as one of the top science and engineering schools and now offers a total of 90 undergraduate degree, graduate degree programs, and medical degree programs to 14,000 students in academic areas such as architecture and design; arts and sciences; education; engineering and computing sciences; health professions; management; and osteopathic medicine; with more than half pursuing advanced degrees. University
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Proposed Organization
Transcending Barriers | Composing Initiatives
This proposal seeks to fundamentally change the way that tradition, culture, and history is perceived, treated, and understood within New York Institute of Technology. Furthermore, this proposal will re-distinguish the scale, outlook and prospects of New York Institute of Technology to include the following seven (7) initiatives explained chronologically in the following pages for greater depth and more precise comprehension: 1. Campus-wide History and Tradition Initiative, which extends in particular to: a signage, webpage integration, faculty and staff, and athletics integration. 2. Implementation of an Official Motto for New York Institute of Technology. 3. Revitalization of New York Institute of Technologys Official Seal. 4. Implementation of Official Music for New York Institute of Technology. 5. Improved Mascot visibility on New York Institute of Technology Campuses 6. Reimplementation of the Senior Estate Yearbook through Campus Slate Student Staff 7. Creation of the Joint Select Committee on Retention, Enrollment, & Research. * *Joint Select Committee on Retention, Enrollment, & Research is to be chosen by the Presidents Council Authored by: Mr. Brandon Llone NYiT Student | Class of 2013 New York Institute of Technology The Antiquity Proposal Proposed Organization: Transcending | Composing Initiatives Page: 4
His tory & Tradition: Webpage Integration: Reorganized for Great er Accessibility
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His tory & Tradition: Athletics Integration Spotlighting Athletics & their Contribution
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Neither of these evaluations is correct; athletics in Americas colleges has a long and enduring tradition that represents a fundamental construct of almost every type of highereducation institution, and sustains its vitality and significance in the face of substantial fiscal and managerial challenges. Pictured right is NYIT President Dr. Guiliano and the NYIT Lacrosse team at the sac field talking to students just prior to a game.
His tory & Tradition: Athletics Integration Spotlighting Athletics & their Contribution
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NYITs current official seal, absent of any historical or heraldic significance; missing founding year of 1955.
UMs current official seal in color, contains great historical and heraldic significance, it also includes founding year of institution.
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NYITs current official seal not in color, absent of any historical or heraldic significance; mis sing our f ounding year of 1955.
UMs current official seal not in color, contains great historical and heraldic significance, it also includes founding year of institution.
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NYITs current official seal, absent of any historical or heraldic significance; missing founding year of 1955, it pales in comparison to our former seal, looks indistinctive and too simple
NYITs former official seal not in color, contains great historical and heraldic significance, includes motto, includes founding year of 1955, and contains precious tradition of NYIT.
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NYITs current official seal in color, absent of any historical or heraldic significance; missing founding year of 1955, it pales in comparison to our former seal, looks indistinctive and too simple
Concept seal for NYIT, not in color, contains great historical and heraldic significance, includes motto, includes founding year of 1955, and contains precious tradition of NYIT. Revitalization of the Official University Seal: Emblem | Virtue | Heritage | Legacy Page: 18
NYITs current official seal, absent of any historical or heraldic significance; missing founding year of 1955, it pales in comparison to our former s eal, looks indistinctive and too simple Authored by: Mr. Brandon Llone NYiT Student | Class of 2013 New York Institute of Technology The Antiquity Proposal
Concept seal for NYIT, not in color, contains great historical and heraldic significance, includes motto, includes founding year of 1955, and contains precious tradition of NYIT. Revitalization of the Official University Seal: Emblem | Virtue | Heritage | Legacy Page: 19
NYITs former official seal not in color, contains great historical and heraldic significance, includes motto, includes founding year of 1955, and contains precious tradition of NYIT. Authored by: Mr. Brandon Llone NYiT Student | Class of 2013 New York Institute of Technology The Antiquity Proposal
Concept seal for NYIT, not in color, contains great historical and heraldic significance, includes motto, includes founding year of 1955, and contains precious tradition of NYIT. Revitalization of the Official University Seal: Emblem | Virtue | Heritage | Legacy Page: 20
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The main reason that our Jam-Bear-Ree (NYIT Version of Homecoming) lacks significance is because it lacks the vital nameplate many students associate with affinity: Homecoming. Any other usage other than Homecoming for an official fall school event simply misses the mark and fails to resonate with students looking for those key items in their college experience.
Our substitutions for these key events, i.e. Jam-Bear-Ree as opposed to Homecoming or not include a Mr. and Mrs. NYIT, we will continually fail to spark affinity with students and lose their retention. If NYIT wishes to meet its respected reputation with a respected student social life and retention reputation, then we must start adopting the event practices of our peer institutions; particularly their nameplates Homecoming should remain Homecoming, end of story.
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Improved Mascot Visibility on Campuses Tech Pride | Tech Spirit | Global Affinity
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Most students enjoy getting their yearbooks signed by friends and teachers. This type of social interaction is positive and fun. Yearbooks are popular items to keep as people age. Looking back at past school years is a pleasant experience for many people, and it can help to promote good relationships between a school and its alumni. Yearbooks are usually the product of a yearbook committee's work. This committee generally is comprised of students and teachers.
This type of project promotes positive student and staff collaboration, and it also give students valuable experience in journalism, photography and publishing. Given, NYIT students could partner with Marketing & Communications, The Campus Slate, and other university resources to accomplish this task; even fundraising for the Estate could be facilitated via students with little to no monetary contribution by the university other than manpower.
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Committee on Ret ention, Enrollment, & Res earch Streamlining Ideas I Bipartisan Task Force
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In March 2012, in recognition of Dr. Guilianos commitment, scholarship, philanthropy, and transformational long-standing leadership, NYIT named its flagship Manhattan campus building on Broadway the Edward Guiliano Global Center. In order to complement and continue to support such a transformational NYIT President, I cultivated a committee that Dr. Guiliano can utilize as a tool to more easily continue his exceptional work and mission for NYIT. The committee would be outlined as follows: 1. The committee would consist of a 12 members, Joint Select Committee on Retention, Enrollment & Research, to be colloquially known as the Global Task Force. 2. Committee members would consist of six (6) members from President Guilianos Presidential Council, distinguished faculty, and Board of Trustees members and a member from the alumni office to act as the voice for alumni. 3. Committee members would consist of five (5) additional students from Campus Life to include distinguished student leaders chosen by the Dean of Campus Life. 4. The 12th committee member would be determined through contest or interview of some sorts, to be globally voted on. A showcase or social media venues would be ideal to achieve this. 5. The committee would meet in conjunction with the Academic Senate and would purposefully add additional students to the roster to promote strong student support outside of the student advocate (Student Government President) that attends the senate meeting holistically. 6. Each student would be involved in the selection of school relics (motto, song, seal) and this would create a sense of community and student voice. By making students feel as though they can impact the community and make collective decisions as a student body, rather than having decisions made for them, would increase school pride. The increase of school pride leads to the increase of affinity and identity and therefore, retention rates across the New York Institute of Technology global campus body. 7. The body would operate in a bipartisan manner to include more student voices met with NYIT leadership with the goal of promoting ideas and avenues that will increase retention. *Joint Select Committee on Retention, Enrollment & Research (Colloquially known as the Global Task Force) is to be chosen by the Presidents Council.
Committee on Ret ention, Enrollment, & Res earch Streamlining Ideas I Bipartisan Task Force
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The Two Conundrums | Retention & Affinity: Retention of Students | Deficiency of Student Voice
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SGA holds forums that are not well attended and provides cookie cutter solutions that dont severely impact ongoing solutions, much less address them. A better avenue to get student input would be to create significant awareness of senate forums specifically to those students who are within the school represented by that particular senator. If need be, an individual email blast can be sent to those students within a particular school containing the information of their senators and who, what, where, why, and how, to advocate for change or solutions to on-going problems. Much like the average American who cant name the senators for the state they reside in, the average NYIT student cant name the senators for their respective school. SGA frequently dismisses suggests for certain proposed events under the rationale that there is not enough funding or approval for the endeavors that senators wish to take, and at times, in my experience, pessimism and unwillingness to try to change certain aspects of our institution overcame motions made. SGA would gain a lot of student following if larger scale fundraising programs with widely known purposes (other than Relay for Life) actually occurred on campus. For example, instead of advertising a bake sale for SGA, having a bake sale run by SGA advertised with the purpose to support the reopening of the Harry Schure upper level engineering lounge would better gather student support. Once students can see that there is a certain level of transparency in this organization and that there is a notable progress occurring, students will begin to have more faith in our school as a whole. An effective way of doing this would be to have updated SGA meeting minutes available on the NYIT website or to have a physical gauge like our alumni did when Wisser Library was being constructed.
The Two Conundrums | Retention & Affinity: Retention of Students | Deficiency of Student Voice
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A Targeted & Deliberate Approach to Retention: Social Integration | Law | Authorship | Pride
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Campus trends can go viral if the right groups of students get a hold of it. The difficulty comes in identifying these students and then persuading them to create a social shift. Start with a group of students you have contact with and try to identify the one or two students who seems to know everyone. These are the students who are involved in every group on campus and have an extraordinary knack for making new friends and acquaintances. From here you can build an organization like a traditions council whose sole mission is to promote school spirit and place what Gladwell called a connector as your first president. The formation of this group and solidification of its mission is your first step to achieving your goal.
A Targeted & Deliberate Approach to Retention: Social Integration | Law | Authorship | Pride
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A Targeted & Deliberate Approach to Retention: Social Integration | Law | Authorship | Pride
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The Prudish Reality of NYIT: When Domineering Polit ical Correctness Shrouds Student Voices
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Throughout the week there would be a series of programs and featured events. Overall, the week would boast various programs that cover a multitude of topics from getting involved and learning about NYIT, to staying safe and navigating public transportation. New students would receive access to sign-up for Welcome Week programs using a new unique Welcome Week scheduling program for which information is disseminated during the summer. Coordination with the Student Solutions Center and first year goal setting should also be mandatory.
Lastly, and most importantly, the Presidential Welcome should be moved to the quad where most undergraduate students spend time, and take the majority of their classes. A stage could be brought for the event and speakers can utilize this location as opposed to the Riland Auditorium, which is obscure to many first year undergraduates. Dr. Guiliano could then greet students for the Presidential Welcome and follow that up with Tech students favorite event, an ice cream social.
New Student Presidential Welcome Redes ign Refocusing | Eff ectively Engage & Retain Students
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NYIT 2030 & Student Contribution Significance Sound Vision |Ambitious Goals | Unyielding Drive
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With more than 3,000 competitors, U.S. colleges and universities need to differentiate themselves, particularly in the coming years when the baby boom echo begins to fade. Of course, differences in location, selectivity, programs, and cost mean that no school actually competes with all other schools. A student in Nebraska seeking a nursing degree, for example, is likely to look at a small number of local or regional colleges that offer such programs. A student wanting to attend Princeton is likely to focus mainly on peer-group institutions like other Ivy League schools, and a few other colleges of high academic reputation but with more predictable admissions outcomes. Even with this self-selection, though, colleges still face a daunting task to fill their incoming classes not just with bodies but with students with the right academic, extracurricular, financial, and other traits. The competition for the right students (or occasionally any students) has forced colleges to look at their marketing efforts in conventional business terms: lead generation, relationship management, etc. This business-like focus is largely a good thing for colleges, but too much focus on pure lead generation presents one risk: loss of focus on branding. College marketing materials often look interchangeably alike. Happy, diverse students; a green and leafy campus; engaged, enthusiastic professors, etc. Not that these images are all bad they suggest to students that four years at that college will be pleasant and productive. Unfortunately, these same materials rarely hit on one or two factors that really separate that school from its competition. As counter-examples, lets look at a pair of Columbias: Columbia University. One example of a university that has done a solid branding job is Columbia University. While one might say that as an Ivy League school that can reject nine out of ten applicants, Columbia U has all the branding it needs, the school still has to compete with seven other Ivies and various other peer schools to attract the most accomplished students. Ive watched their marketing efforts for more than a decade, and they exploit perhaps the most important difference they have to offer: they are the only Ivy in New York City, and are located right on Broadway.
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The Columbia University website (and all other marketing collateral) identifies the school by its official brand name, Columbia University in the City of New York. The big photo at the top of the site (at least when I wrote this) wasnt the classic shot of Low Library, but a night shot of the Empire State Building. Not a happy student, enthusiastic prof, or tree (yes, there are trees in this urban enclave) in sight. I know at one point they mailed posters to applicants that didnt show the campus, but a spectacular view of the city skyline. Written materials Ive seen emphasized New York City as a playground for Columbia students and a key part of their undergraduate education. One key aspect of any branding effort is identifying the segment of the market one wants to appeal to. This may mean that your branding efforts may actually discourage some customers. That isnt all bad few brands are intended to appeal to 100% of the market. In Columbias case, their emphasis on being located in the heart of New York City will likely reduce interest from students to whom an urban campus holds no appeal, or who worry about giant rats. But thats a good thing these students would be unlikely to make it through the entire enrollment process anyway, and, if they did actually matriculate, might pose a retention problem. Does CUs branding work? In the last decade or two, they have outpaced almost all of their rivals in percentage increase in applications. A few years ago, I saw the results of research that asked students at a dozen or two of the nations most selective schools a variety of questions about their college process, current happiness, and so on. One of the questions asked whether location was important in the selection process. While virtually every school had a modest percentage who said that location was an factor, Columbia U was off the chart on that question with nearly half of the respondents citing the importance of location. Columbia College. Sticking with the Columbia theme for the moment, another school that has taken a focused approach to branding is Columbia College Chicago. (This school faces the additional challenge of brand confusion with the more famous Manhattan-based Columbia.) The tagline in one ad I viewed said simply, The largest and most diverse private arts and media college in the nation. Their self-description on their website is just a couple of paragraphs, and focuses on how their size and
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Chicago location let them offer an unparalleled array of courses with exceptional technological resources in the heart of one of Americas greatest cities. Few colleges, given the opportunity to answer the question, Tell me about your school, would be as brief and focused as Chicagos Columbia. Thats solid branding. Name Recognition vs. Brand Image. Even colleges with strong name recognition need to determine if they have built a brand. The two Columbias have done that, in my opinion, but many other schools may have familiar names but fuzzy brand images. What do they stand for? Whats unique about them? My colleague Sally Rubenstone has for years tried to launch an editorial feature on College Confidential with a working title, Whats So Special About? The premise was simple in an effort to help students differentiate between thousands of college options, let the colleges themselves identify those unique characteristics which separate them from the rest unique academic options, unusual campus amenities, and so on. Amazingly, most of the colleges Sally had contact with were unable to articulate a single truly unique advantage they offered their students. Instead, they recited the usual view book text about faculty who really interacted with students, study abroad programs, and so on. Last week, I heard Murphy Monroe, Admissions Director at the aforementioned Columbia College Chicago; speak about his schools recruitment process. Im sure had he been on Sallys contact list he would have summarized the key factors that differentiate Columbia from other art schools as quickly and succinctly as their website. Understanding whats so special about an institution is the first step to effective branding. Being unable to suggest anything about a college or university that differs from its peers is a branding problem. Emotional branding can be important, too. Budweiser beer may not taste much different than other American beers, but they have advertise for decades to distinguish their brand in emotional terms. Until institutions can internally develop their branding strategy, they wont be able to communicate what they stand for to others. And, when every high school senior is a lead at dozens of colleges, branding may well be the key factor in turning that lead into an applicant and eventually an enrolled student.
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Process of Implementation
Timeline of Initiative Implementation
This proposal seeks to fundamentally change the way that tradition, culture, and history is perceived, treated, and understood within New York Institute of Technology. Furthermore, this proposal will re-distinguish the scale, outlook and prospects of New York Institute of Technology to include initiatives explained across a short timeline in the for greater depth and more precise utilization. The bipartisan committee that this proposal creates would be directly responsible for tracking the effectiveness of the proposals endeavors. A concept of the first two years would be as follows:
1. The NYIT floating campus highlights on the newsfeed screens across campus can have a detailing of the proposed history and tradition spotlights deemed necessary. 2. Tangible signs can be installed only on NYIT buildings that denote particular names i.e. Edward Guiliano, Harry Schure, Anna Rubin, to highlight there contribution and bring significance to why the building bears their nameplate. The student run Estate Yearbook for graduating seniors can be re-implemented by the student staff at the Campus Slate Newspaper. New York Institute of Technology The Antiquity Proposal Process of Implementation: Timeline of Initiative Implementation Page: 49
The presidential welcome redesign can be implemented within the quad as suggested. Campus Life can institute the initiatives for a Glee Club, Pep-Rallys, and Full Campus-wide events. Athletics can reinstitute a formal Homecoming tied to a Basketball game falling on Homecoming Weekend, denoting a full-campus wide tradition and instituting a Mr. and Mrs. NYIT.
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Conclusions
The Future Lives Here | Prospects for Greatness
In January of 2012, while working at the NYIT Office of Housing & Residential Life I began to compile a Strategic Engagement & Retention Initiative Plan for NYIT. The time was opportune from many respects. There have been significant changes in NYITs Student Affairs philosophy, vision, and direction; there have been significant changes in NYIT as it relates to its global footprint, vision, and values; most importantly, NYIT had completed its long term strategic plan: NYIT 2030. Based on all of these new strategic plans, which is prepared by full participation from the whole NYIT community, I wrote my support for NYIT from a student perspective to assist NYIT achieving its vision, values, and goals of the NYIT 2030 plan. In the following 15 months a multi-tiered, fully collaborative and participatory process was carried out. Getting feedback from currents, staff, faculty, and alumni, the charge and the process was designed, mapped out, and finalized. Special attention was paid to make sure that the process includes full participation by all parties. Most importantly, feedback from global students was strongly sought after. Additionally, the needs of global students were expressly included in the review and analysis. Overall the planning process was very successful. I had achieved a very high level of feedback from the community. This fact provides a high level of confidence that the observations, findings, goals, and initiatives, which resulted from the process, are highly representative of the whole NYIT community. The planning process recognized the recent improvements and strengths of NYIT, as well as identifying future opportunities for further improvements and refinements which will support NYIT 2030 and enable NYIT to further itself as a unique and exemplary institution of global higher education. This is accomplished by identification of seven specific goals and many initiatives, which will enable these goals. Conclusions: Premonitions of the Future Page: 51
These goals were created to address the areas of NYIT to realign the identified in weaknesses and threats of retention and student productiveness. NYIT should monitor this plans implementation, assess results, and modify plan on a yearly basis. NYIT should communicate with the NYIT local and global community on the status of the implementation efforts. The major themes that emerged as part of the plan include improving the global access to history and tradition, establishing and enabling a superior collaborative student environment and resources, revisiting the design of the NYIT seal, establishing and improving an retention analysis and reporting environment, updating history and tradition content all the web sites, improving levels of service, and establishing a stronger student voice in NYIT governance.
This would lead to collaboration with the community to provide advancements otherwise not possible. In the upcoming years NYIT will be working with all parties to implement these goals and initiatives. But more importantly, the progress will be reviewed and assessed on an annual basis. Required course and condition corrections will be implemented to make sure that we are always progressing in the direction to support NYIT in its short and long term goals and objectives. NYIT will have a well-deserved reputation, both internally among the community and externally among our peers, for caring about students. Students will actively contribute to university life in all its aspects. Both commuting and residential students will have the benefit of exemplary services, infrastructure, and participation in a wide array of academic, social, athletic and recreational opportunities. Teaching and learning will be closely aligned with student needs and professional goals and students will be actively engaged in learning. Shared events and rituals will create cohesiveness among students, faculty, staff, administration, alumni, and families. NYIT alumni will remain involved in the institution, contributing not only financially but also by offering experiential education and mentoring opportunities for current students.
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Epilogue
Purpose or Perish
E pluribus unum, Latin for, "out of many, one". This is the official motto of United States of America, the meaning of which also holds a resounding theme for NYIT. With no bearing on campus location, or where our students lie across the globe, we are one NYIT: one vision, one goal, intertwined by one heart. As one body, we can transcend anything! I believe NYIT has unconsciously marginalized and sacrificed its past in order to guide us into our global future. While this may have been somewhat necessary to propel us to where we now stand as an institution, we must realize that losing our past means losing ourselves. The importance of continuity and shared experiences among students, past and present, cannot be overestimated. We are all bound to those of yesteryear in spirit, but today's NYIT sees little of their lost legacy. Our hearts were made with the same unwavering spirits as those of our alma mater, and it is that very notion that guides us and leads our global community. While we may be a global institution, with diverse students and campuses all over the world, we are united not only by educational pursuits, but by our unfaltering pride and dedication to one another. If these initiatives are adopted, it will strengthen the ties that we hold globally: in heart, mind, spirit, and legacy. Pictured right are NYITs first President Dr. Alexander Schure (right) and his son; NYITs second President Dr. Matthew Schure (left), just prior to a commencement ceremony at the De Seversky Center. Pictured above them is Dr. Alexander Schures late wife, Dorothy Schure who had lost her battle to cancer a few years prior.
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Endorsement
Steadfast Conviction | Enduring Hope
In todays realm where cynicism and doubt halt the endeavors of the prudent from being the change they wish to see in our community, I found myself in a unique predicament: I was challenged with communicating a reason to change a school policy. I largely ignored every naysayer who cast pessimism and doubt over my goal and pressed on with my endeavor; I am stronger than cynicism and braver than doubt. In doing so, I cultivated this proposal as a tool for my institutions leaders to use to enhance the quality of life for students, faculty, staff, and our global community. My proposal rearticulates college policy within the institution. The nature of our heritage would be interactive and integrated to support strong student development, inclusiveness, retention, and most importantly, pride in our community. I utilized my daily experience in reflective dialogue with my peers and used what I learned from them to transform current procedures. Thank you to all of our alumni whose feedback and questions prompted me to write this message, and all of those who through their involvement and support provide the living example of the most important NYIT tradition of all our unwavering commitment to excellence.
In brotherhood,
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Contact
Student Information
Degree Recipient: Brandon Llone Institution: New York Institute of Technology Discipline: Bachelor of Science, Political Science School: College of Arts & Sciences Period: Class of 2013 Email: bsanfo02@nyit.edu
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