This story has been updated.

In the face of declining college enrollment and an increasingly crowded marketplace in higher education, Columbia has launched a new branding campaign with the slogan, “creative careers start here.”

Interim President and CEO Jerry Tarrer unveiled the slogan and a new marketing statement at the All-College Retreat in mid-August. The college’s previous slogan was “Shape What’s Next.” 

“Our students graduate career-ready, with creative and critical thinking skills, real-world problem-solving abilities, standout bodies of work and industry connections to fuel their professional journeys today and tomorrow,” says the new statement on the Columbia homepage. 

The new statement provides insight into how Columbia is trying to position itself as it grapples with declining enrollment and plans to rescue the number of program offerings. In a campus wide email on Monday, Sept. 9, Tarrer said enrollment had dropped this semester to 5,618 students, compared to 6,588 the same time last year. He attributed the decrease to 600 fewer first-year students and about 150 fewer new transfer students. 

Professor Larry Minsky, in the School of Business and Entrepreneurship, was involved with the creation of the statement. He said the rebrand is not trying to make Columbia different in any way, rather trying to highlight their strengths.

“We’re not changing Columbia, we’re telling the story better and more focused,” Minsky said. 

Associate Professor Kevin Christophersen, in the School of Business and Entrepreneurship, said the perception of being an “art school” may cause doubts in career longevity.

“Currently, Columbia’s perception as an ‘art school’ does not align with the concerns of parents who want assurance of their children’s future success,” Christophersen said. “While we pride ourselves on being an inclusive, practical and creative institution, it is crucial to clearly differentiate ourselves from other colleges in all our communications.” 

Christophersen elaborated on overall objectives to increase enrollment such as elevate Columbia’s reputation and “cultivate a stronger sense of joy and pride within our community.”

“With 135 years of history, it’s crucial to celebrate our unique identity and achievements. I am confident that the communications arising from this new strategy will effectively highlight what sets us apart and showcase our distinct strengths,” Christopherson said.

A group of faculty started working during the spring 2023 semester to produce the rebrand. The informal group was made up of staff from the offices of strategic communications, faculty development, alumni relations and enrollment management.

The group did extensive research in order to create the statements, including polling prospective high school students and families, alumni and a competitive analysis of schools in the area. Tarrer previously referred to DePaul University and University of Illinois in Chicago art programs as direct competitors.

Christophersen said the data allowed the college to create a statement that “highlighted our unique strengths.”

“We provide pre-professional creative experiences through hands-on learning and industry connections facilitated by our faculty, which lead to tangible career opportunities.” Christophersen said. 

Shortly after the statement was announced, Joan Giroux, associate professor in the School of Visual Arts, told the Chronicle she was concerned about the statement’s representation of the creative arts programs.

“It didn’t talk about performing arts, visual arts, design, etcetera,” said Giroux. “To me, that was a little bit of a clue of what programs may be on the chopping block.”

What students are saying:

Ridley Timmons, a sophomore transfer animation major, said the position statement made him more excited for his time at Columbia.

“I think that statement gives me a lot of hope, because as a transfer, I did not really have that kind of connection at my other school,” Timmons said. “So I feel a little bit more confident.” 

Timmons also said that while he appreciated the position statement, the new slogan was more effective with its efficient wording.

“It kind of makes me excited, but it is a bit wordy. So I think the second one really gets the point.” 

Incoming first-year illustration major Salam Clemons had a different reaction.

“I agree, but I also kind of disagree, because your creative career could start before you get here. But okay, I would say you could definitely further it here,” Clemons said.

Additional reporting by Patience Hurston

Copy edited by Trinity Balboa

Resumen en Español:

Columbia lanzó su nueva campaña de mercadotecnia para la universidad con el eslogan de “La carrera creativa empieza aquí.” El cambio fue hecho para promover y atraer más estudiantes al igual que distinguirse de su competencia enfatizando fuerzas como ofrecer oportunidades profesionales a sus estudiantes. El nuevo eslogan recibió reacciones mixtas y demuestra cómo Columbia se intenta reestructurar mientras que disminuyen inscripciones cada año.

Resumen en Español por Uriel Reyes

Resumen en Español copia editada por Doreen Abril Albuerne-Rodriguez