LIFE UNIVERSITY EDITORIAL GUIDE
Revised February 2014
LIFE UNIVERSITY EDITORIAL GUIDE Our Language It’s important that every member of the LIFE Community speaks the same ‘language.’ From simple things such as names of buildings or programs, to complex ideas such as the description of an event or initiative, the words and language we use must be uniform in order to keep our brand and our messages consistent. In the age of emails, texts and social media, it is easy to utilize slang, shorthand or improper grammar. As an institution of higher learning, the language we use is a reflection on the University. Therefore, no matter what the medium, proper spelling, grammar and usage must be part of our routine. The Marketing Department is happy to review your language/message and provide edits and feedback in order to adhere to this edict. LIFE’s Philosophy as an Institution of Higher Learning Our goal is to maximize the expression of the perfection within. We recognize That all organic systems in the universe are conscious, self-developing, selfmaintaining and self-healing. We believe That these systems work best when they are free of interference. We understand That the nervous system is primary responsible for orchestrating the internal and external dialogue of the body necessary for life. We acknowledge That there are three interferences to the nervous system: physical trauma, environmental toxins and emotional stress. Therefore, our purpose is to correct these interferences, allowing the organism to express its innate potential. Of critical importance is our Doctor of Chiropractic degree, which is focused on the relationship between the spine and the nervous system and the aberration, called vertebral subluxation, as well as its detection and correction, allowing a greater expression of the perfection within. Life University Editorial Guide | Page 1
Life University Mission Statement The mission of Life University is to empower each student with the education, skills and values needed for career success and life fulfillment based on a vitalistic philosophy. The University’s Undergraduate, Graduate and Professional programs – each one committed to excellence in teaching, learning, research and the overall student experience – offer a vision and the promise for a meaningful life, the proficiencies necessary to achieve optimum personal performance, and the wisdom to become transformational leaders in an increasingly diverse, global and dynamic world. Missions of Three Colleges College of Chiropractic The Mission of Life University’s College of Chiropractic, centered on the Vertebral Subluxation Complex, is to educate, mentor and graduate skilled and compassionate Doctors of Chiropractic to be primary care clinicians, physicians, teachers and professionals, using the University’s Eight Core Proficiencies as their foundation. College of Graduate Studies and Research The Mission of the Life University College of Graduate Studies and Research is to educate and mentor skilled and knowledgeable graduates in the health sciences who embody the roles of scholars, teachers and professionals, incorporating the Eight Core Proficiencies as their foundation. College of Undergraduate Studies The Mission of Life University’s College of Undergraduate Studies is to equip students with the necessary knowledge, skills and abilities to meet employment demands as well as provide a foundation for advanced studies and personal growth. Life University offers a vitalistic philosophy incorporated in the learning process with a focus on transformational leadership, incorporating the Eight Core Proficiencies and preparing students for an ever-changing society.
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LIFE Vision Statement Our purpose is to provide students with the vision to fulfill their innate potential, the inspiration to engage in a quest for self-discovery, and the ability to apply a principled approach to their future roles as leaders in humanitarian service and as citizens in their communities. From its founding in 1974 as a College of Chiropractic, Life University has embraced the idea that humans are spiritual beings whose lives are directed by universal laws including the natural, vitalistic, innate ability to develop, heal and adapt as long as the body is kept free of interferences. Our approach has been to graduate highly-skilled chiropractors who can correct those interferences and can educate their patients to accept personal responsibility for their own good health. Today, that vision of Life University is sustained in its Chiropractic, Undergraduate and Graduate program, which set the standard of excellence in contemporary health care education. A participatory learning environment develops Eight Core Proficiencies through contemporary, proven techniques that encourage optimal performance and lifelong intellectual growth. LIFE’s Promise With its vitalistic vision, clearly defined performance proficiencies and measurable criteria for success, a Life University education will produce leaders who exemplify humanistic values and, in a world where change is constant, provide innovative approaches to direct that change to elevate society and evolve its health care system.
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Institutional Goals Goal #1 Provide a performance-centered environment in which all Life University community members are inspired and empowered to apply a principled approach to their roles as transformational leaders for Lasting Purpose. Goal #2 Provide diverse, mission-focused programs for students so that every graduate will have the skills, knowledge and values to be prepared for success in their chosen profession. Goal #3 Enhance the student experience through a culture of professional development and optimal personal wellness based on a vitalistic philosophy. Strategic Initiatives Initiative #1 Become the preeminent performance-centered vitalistic health care institution in the world. Initiative #2 Become the unchallenged leader in providing practical applications for success in business and in life. Initiative #3 Break into the U.S. News & World Report annual rankings. Initiative #4 Establish continuity in stewardship and ensure our lasting legacy in leadership, strategic planning, stability, robust constituencies and delivery on our brand promise.
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Life University Values Life University is founded on a set of values that guide our vision and the decisions we make every day from Brand Identity to degree programs to building construction and café nutritional offerings. These values collectively create a culture that is unique to Life University and are: Lasting Purpose The University was founded on the ethos, “To Give, To Do, To Love To Serve – Out of a Sense of Abundance.” Vitalism The University degree programs are carefully vetted through a philosophical filter that recognizes all living organisms as conscious, self-developing, selfadapting and self-healing. Wellness Portfolio The University’s definition of wellness that acknowledges the holistic relationship of a person to the environment and overall health including Physical, Mental, Social, Intellectual, Environmental and Spiritual wellbeing. Eight Core Proficiencies The University is concerned with character development as well as granting degrees and has designed eight core values and the skill sets to live the values of Integrity & Citizenship, Critical Thinking, Belief Systems & Performance, Communication & Relationship Theory, Contemporary Scientific Paradigms, Leadership & Entrepreneurship, Philosophy of Health Care Policy, and Integrative Change. Certainly, other institutions have designed values based education or definitions of wellness, but it is the combination of these four pillars that define the core of a Life University education.
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Standard Boilerplate Founded in Marietta, Georgia in 1974, Life University is a health sciences institution most known for its chiropractic program, the largest in the world. Life University is regionally accredited by the Southern Association of Colleges and Schools (SACS) to award four-year undergraduate and graduate degrees in a variety of health care, science, business and general studies fields, and also has programmatic accreditation through the Council on Chiropractic Education (CCE) and the Accreditation Commission for Education in Nutrition and Dietetics (ACEND). The mission of Life University is to empower students with the education, skills and values necessary for career success and life fulfillment, based on a vitalistic philosophy.
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Accreditation Language In conversation, it is fine to simply say we are accredited by SACS, CCE and ACEND. However, in official documentation, the following language MUST be adhered to for compliance purposes: Commission of Colleges – Southern Association of Colleges and Schools (SACS) Life University, Marietta, GA is accredited by the Commission of Colleges of the Southern Association of Colleges and Schools to award Associate, Bachelor’s, Master’s and Doctor of Chiropractic degrees. Contact the Commission on Colleges at 1866 Southern Lane, Decatur, Georgia 30033-4097; (404) 679-4500 for questions about the accreditation status of Life University. www.sacscoc.org Council on Chiropractic Education (CCE) The Doctor of Chiropractic degree program at Life University’s College of Chiropractic is awarded programmatic accreditation by the Council on Chiropractic Education. 8049 North 85th Way Scottsdale, AZ 85258-4321 (404) 443-8877 www.cce-usa.org Accreditation Council for Education in Nutrition and Dietetics (ACEND) The Didactic Program in Dietetics (DPD) at Life University has been granted initial accreditation by the Accreditation Council for Education in Nutrition and Dietetics of the Academy of Nutrition and Dietetics. 120 South Riverside Plaza, Suite 200 Chicago, IL 60606-6995 (312) 899-0400 ext. 5400 The Dietetic Internship (DI) program at Life University has been granted initial accreditation by the Accreditation Council for Education in Nutrition and Dietetics of the Academy of Nutrition and Dietetics. 120 South Riverside Plaza, Suite 200 Chicago, IL 60606-6995 (312) 899-0400 ext. 5400 Life University Editorial Guide | Page 7
Elevator Speech (short description) Through education, research and vital conversations, Life University is creating thought leaders who are defining the paradigm shift that is transforming the world view of vitalistic health and wellness.
Lunch Speech (long description) Life University provides leading-edge vital health science degrees in a dynamic community that empowers and inspires individuals to discover and design lives of success and significance. LIFE provides students with the vision to fulfill their innate potential, the inspiration to engage in a quest for self-discovery, and the ability to apply a principled approach to their future roles as leaders in humanitarian service and as citizens in their communities. LIFE seeks to instill and practice a set of values, a philosophy, a perspective towards wellness and a deeper meaning of service to humanity which produces a transformational experience. These four elements include • Values = Eight Core Proficiencies which advance personal integrity and provide the foundation for success, social contribution and cultural change • Philosophy = Vitalism – the understanding and principle that the human body is a self-organizing, self-maintaining and self-healing organism • Wellness = A Portfolio of programs and services that help people optimize their personal performance • Service = Lasting Purpose – to give, to do, to love, to serve out of a sense of abundance We have twelve specialized degrees in our undergraduate and graduate programs, with defined pre-professional tracks in the realm of natural and vital health including an accelerated pre-chiropractic track, graduate programs in sport health science and nutrition and a doctorate program in chiropractic. Life University is an international institution committed to advancing the vital health revolution through education, social and clinical research, and serving as a think tank for global conversations enhancing the human experience.
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History of Life University Life University was founded as a College of Chiropractic in 1974 by a group of prominent and influential chiropractors, including Dr. Sid Williams who would become its first president. The college was founded on two main principles: • Lasting Purpose – To Give, To Do, To Love, To Serve – Out of a Sense of Abundance and • Vitalism – the understanding and respect for the innate intelligence in all living organisms giving them the ability to be self-organizing, self-maintaining and self-healing. By 1990, Life Chiropractic College had grown to become the largest chiropractic college in the world. In 1996, Life College expanded its academic offerings, thus becoming Life University. Today, Life University offers 12 undergraduate degrees and three master’s degrees in addition to its world-renowned Doctor of Chiropractic degree, with more degrees being added each year. In 2002, Life University’s chiropractic accreditation was jeopardized by the Council on Chiropractic Education (CCE), which then affected LIFE’s standing with the Southern Association of Colleges and Schools (SACS). Over the course of the next two years Life University emerged from a cloud of uncertainty to re-establish its credibility and standing among the accrediting agencies and the general public. Since 2004, under the direction of current president Dr. Guy F. Riekeman, Life University has undergone transformational changes that have revitalized the physical campus and established ‘Life U’ as a premiere university with an international reputation for excellence, and as a thought leader in the healthcare industry. Changes include new construction built to Gold-level LEED standards, the ‘greening’ of the campus, and modernization of existing buildings. Life University has established chiropractic clinics in places such as China and Costa Rica, while also establishing chiropractic education across the globe through international governing bodies and universities. It has developed the first master’s degree program in positive psychology with an emphasis on secular ethics.
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Additionally, LIFE is known throughout North America for its sports programs, especially its number one-ranked rugby program. Life University continues to influence policy makers via its forums and summits organized through the Octagon. Life University is appropriately tagged as the “not so little� university that is changing the world.
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Life University’s Strategic Plan (2020 Vision) The Life University “2020 Vision” was launched in 2005 with the collaboration of the Executive Office and the Board of Trustees. The multi-year, multi-phase plan is now in Phase IV, and is focused on the following initiatives: Undergraduate & Graduate Programs Align existing and new programs to create pathways for ‘students with a purpose’ to achieve advanced degrees and to reach enrollment of 3,000 UG & 1000 Graduate. Talking Points: Strategic programmatic expansion derived from the original LAMP document and the more current ‘Colorado Retreat’ document will form the basis for creating a diverse program base for which to meet desired enrollment growth. Chiropractic Program Achieve enrollment of 2000 students, with a waiting list, and growing our presence and position on being Thought Leaders of the profession.
Talking Points: Creating a new chiropractic curriculum that is engaging, more humane, integrating available learning technology and meeting the academic needs of the new graduate is central to the curriculum revision process. Of additional importance is the need to identify/establish an institutional research agenda that supports LIFE’s vitalistic perspective and DC program. Strategic Enrollment Management Develop, refine, and implement sustainable long-term strategies that increase enrollment based on attracting ‘students with a purpose’.
Talking Points: LIFE is interested in pursuing ‘students with a purpose’ for all of its degree programs. We will utilize new and existing strategies to promote programs consistent with LIFE’s values and that have the most opportunity for growth. Facilities Plan, create, and achieve an innovative infrastructure that is conducive to meeting enrollment growth and supporting LIFE’s Vision.
Talking Points: In order for the environment to support planned growth, to meet the 2020 enrollment goals, there must not only be the additional physical space to accommodate the number of increased faculty and students, but also the environment must include the necessary amenities that are an expectation of today's colleges and universities. The following projects support the Village Culture LIFE is developing, as well as accommodating the need for increased capacity and function. Life University Editorial Guide | Page 11
Village Culture (Destination) Create a living/learning environment that draws and engages the LIFE and local communities in our vitalistic culture.
Talking Points: The student experience group continues to implement and follow through on the long list of over 150 projects designed to improve student life on our campus. Finance Maintain and allocate resources to achieve the objectives of LIFE’s strategic plan in support of LIFE’s Vision. University Advancement Identify, cultivate, engage, and steward constituencies for the development of resources to realize LIFE’s Vision.
Talking Points: To bring in new sources of revenue, LIFE must continue to build relationships that engage alumni and friends, as well as expand LIFE’s footprint beyond Chiropractic. Engaging constituents will increase pride, participation and giving. These broad goals will move LIFE toward its goals. Revenue Diversification Develop alternative streams of revenue that supports LIFE’s Bold Vision and minimizes our recurrent risk of dependency on DC tuition. Global Initiatives Develop educational opportunities and programs to spread vitalistic principles and chiropractic globally.
Talking Points: Global Initiatives involve building sustainable partnerships for healthcare and education around the world. These partnerships have three primary areas of focus; student-centered, education programs, and legislative leadership. Thought Leadership Position Life University as the thought leader in the ‘Vitalistic conversation.’
Talking Points: LIFE has begun to establish itself as a thought leader in the vitalistic health care conversation. Through efforts to create avenues for dialogue, innovative products and actions in keeping chiropractic drug-free, continued opportunities exist to further solidify this role.
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Facts, Stats, Distinctions, Brags
US News & World Report ranked Life University #5 in the nation for affordable private school tuition in 2011. US News & World Report ranked Life University #8 in the nation for affordable private school tuition in 2012. The Chronicle of Higher Education ranked Life University the sixth fastest-growing private, non-profit Master’s level institution in the nation in 2011. Diverse Issues in Higher Education ranked Life University a top-40 degreeproducing college for minority students in 2011. Life University’s Functional Neurology Center is considered a thought leader in vestibular therapy and chiropractic neurology research. Life University is perennially among the top chiropractic researchers in the country in terms of projects underway and number of faculty and students invited to present at ACC-RAC. The Socrates Café is one of the most sustainable college dining facilities in the country, featuring organic and sustainable farming practices for produce and protein, use of community sponsored agriculture, low-carbon output, as well as recycling, composting and biodegradable waste practices. The LIFE Village Retreat is the first stick-built college dormitory to achieve gold-level certification from LEED and the US Green Building Council. Of the four national championships available in US rugby in 2013, Life University’s undergraduate and men’s club teams won two, and finished runner-up in the other two.
Tagline Life University - Leading the Vital Health Revolution
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Acronyms At Life University we love acronyms. As part of conversation and internal messaging, it is fine to use them, but for official communication, the official name should be used first, with a notation of its acronym for future use in the same document. For example: “Life University sees more than 60,000 patients visits annual in the Center for Health and Optimum Performance (C-HOP). C-HOP is an on-campus outpatient clinic that is open to the public…” Programs / Departments / Buildings ASAP – Administrator-Students Advocacy Program C-HOP – Center for Health and Optimum Performance (Public Clinic) CC-HOP – Campus Center for Health and Optimum Performance (Student Clinic) CCE – Center for Chiropractic Education CETL – Center for Excellence in Teaching and Learning CGSR – College of Graduate Studies and Research CUS – College of Undergraduate Studies DIA – Diagnostic Imaging and Alignment FERPA – Family Educational Rights & Privacy Act HIPAA – Health Insurance Portability and Accountability Act LRC – Learning Resource Center LUSSI – Life University Sport Science Institute NBCE – National Board of Chiropractic Examiners OIEPR – Office of Institutional Effectiveness, Planning and Research OSCE – Objective Structured Clinical Examination OSRSA – Office of Sponsored Research and Scholarly Activity PAR (Center) – Preparation, Analysis and Record Keeping PASS – Progressive Advisement for Student Success PEAK – Practice Excellence Art and Knowledge SAC – Student Advocacy Center SAP – Satisfactory Academic Progress SHS – Sport Health Science SLP – Serving Lasting Purpose SSC – Student Success Center TIC – Theory, Intelligence, Creativity Page 14 | Life University Editorial Guide
Acronyms (continued) Accrediting Agencies ACEND – Accreditation Council Education in Nutrition and Dietetics CCE – Council on Chiropractic Education SACS – Southern Association of Colleges and Schools CAATE – Commission on Accreditation of Athletic Training Education Publications CRJ – Chiropractic Research Journal (not active) DLW – Daily LIFE Wire LN – LIFE News FSN – Faculty/Staff News TCL – Today’s Chiropractic Leadership (formerly Today’s Chiropractic Lifestyle) YEL – Your Extraordinary LIFE Miscellaneous ACA – American Chiropractic Association DE – Dynamic Essentials F4CP – Foundation For Chiropractic Progress FCA – Florida Chiropractic Association FCS – Florida Chiropractic Society GCA – Georgia Chiropractic Association GCC – Georgia Council of Chiropractic ICA – International Chiropractors Association WCA – World Chiropractic Alliance WFC – World Federation of Chiropractic
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Degrees Associate Degrees Computer Information Management (A.S.) Life Coaching (A.S.) Bachelor’s Degrees Biology (B.S.) Biopsychology (B.S.) Business Administration (B.B.A.) Computer Information Management (B.S.) Dietetics (B.S.) Exercise Science (B.S.) General Studies (B.S.) Health Coaching (B.S.) Nutrition (B.S.) Psychology (B.S.) Master’s Degrees Sport Health Science (M.S.) Clinical Nutrition (M.S.) Doctorate Degree Doctor of Chiropractic (D.C.)
Life University Style Guide As a rule of thumb, A.P. Style guidelines should be your default setting for any communications. There are some examples where Life University has its own style. And Life University style supersedes A.P. style. Please feel free to download and even print off the Life University Style Guidelines.
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Our Language . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1 Philosophy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1 Mission Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2 Missions of Three Colleges . . . . . . . . . . . . . . . . . . . . . . . . . . .2 Vision Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 Promise . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 Institutional Goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 Strategic Initiatives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 Values . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5 Standard Boilerplate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6 Accreditation Language . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7 Elevator Speech . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 Lunch Speech . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 Strategic Plan (20/20 Vision) . . . . . . . . . . . . . . . . . . . . . . . .11 Facts, Stats, Distinctions, Brags . . . . . . . . . . . . . . . . . . . . . .13 Tagline . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 Acronyms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14 Degrees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15 Style Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15
Life University Department of Marketing 1269 Barclay Circle SE Marietta, Georgia 30060 USA 770-426-2833
EDITORIAL GUIDE Revised February 2014