"tell me why prospective students should choose Trent" asks the reporter. Hmmm, should I mention our small class sizes, faculty-student interaction, interdisciplinary focus, commitment to diversity.....what do prospective students care about? Research says its academic and program reputation. Should I talk about the four signature areas? Our strong research record? Quick, I only have a minute. What would you say? If the reporter asked ten Trent folks, would there be any consistency in what we say? That's what this exercise is about - getting down to the heart of what we do and offer that is different to other universities, in just a few words; and being consistent in our answer to "why choose Trent?"
here's an interesting blog to read about positioning, and the next step which is turning that into a tagline:
http://academica.ca/blogs/dsovka/how-name-your-puppy-andor-post-secondary-institution
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