Pace Paw Print

January 24, 2008

To the editor:

Thanks for the really great coverage of the University's new marketing initiatives in your issue at the end of the fall semester. Your enthusiasm for the initiatives will only help Pace continue to attract new students as we grow enrollments and return to financial stability.

I would like to clarify one apparent point of confusion. For 100 years, Pace's motto has been Opportunitas. The University's mission has been to give men and women a special combination of excellent liberal education and professional experience that "offers the opportunity to lift their lives and prospects to new levels," as Pace President Stephen J. Friedman has written in the mission statement of his recently released Three Year Plan, "The Path to a Firm Foundation." Our motto and mission remain the same today.

What is new in the current initiatives is what marketers call our tagline, "Work toward greatness." This marketing tool, developed through testing with current and prospective students, is meant to send a short, memorable, and aspirational message to prospective students, their families, and others. It is in no way intended to substitute for mission, but rather to serve the mission in a complementary and promotional way.

Indeed, we are all working toward greatness, and we are doing a great service to our students by giving them the chance to reap the benefits of Pace's proud and time-honored mission.

Sincerely,

Doug Whiting

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