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Giving Voice to Lasell’s Heart and Soul

Letter to Alumni and Friends

Vice President for Enrollment Management Kathleen O'Connor

Dear Lasell Alumni and Friends:
Lasell has always been a place of evolution and innovation. After 29 short years here, I have come to realize that Lasell remains a place that is true and consistent to its roots, but always changing and moving forward in pursuit of great education, great programs, great people and great ideas.

It is in this spirit that I am delighted to write this letter to you following the recent launch of the College's new brand identity initiative - In Pursuit of Great - which is evidenced not only in the content of this issue, but also in its design.

The process for creating Lasell's new brand identity began last spring with the creation of a core team representing various areas of the College, the hiring of a higher education-specialized marketing firm, and lots and lots of interviews. More than 100 members of our community, from students, to faculty, staff and alumni, took part in the process that brought us to this new brand identity.

Central themes that emerged were Lasell's core commitment to student focus, the development of an environment where people are encouraged to try new endeavors and a robust education that links learning to multiple experiences.

Through this process we also learned how to best communicate our strengths and ways to improve our communications with all our audiences. We also learned that some of the strongest messages these days can come from a more conversational tone - one you may notice in pieces in your mailboxes and on the web - and also in messages that are direct and succinct.

One of the most exciting ways to bring this new messaging to life is through the stories of Lasell people - both on campus and off. Our feature stories in this issue on alum Dr. Michael T. Connor '03 and on our expanding Education program are two great examples. Be on the lookout for many others, moving forward.

We think this new brand identity gives voice to the heart and soul of Lasell and correctly reflects the College's current state - one that is fresh, exciting, innovative and full of wonderful young men and women who are pursuing great education, great careers ... great lives.

This new identity is also, in a way, an effort to re-introduce the College to those outside the Lasell family to illustrate why they should know us better. With a new fundraising campaign in the works and major goals for the College set, including the construction of a new academic building, these new connections will be important for Lasell.

I am excited for you to engage with our new brand and look forward to your feedback. There is additional information available on the website.

As always, your support is invaluable as we continue to grow and innovate. Your generous contributions of time, talent and treasure help ensure that Lasell continues to be a place where every student matters.

Kathleen O'Connor
Vice President for Enrollment Management


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