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Branding consultant selected

The Brand Marketing Task Force has awarded Carnegie Communications of Westford, Mass., the contract to help develop and implement comprehensive, college-wide image and branding initiatives.

For the last few years, Carnegie Communications, a research and communication firm for higher education, has conducted research and surveys for the college's branding efforts to help outline how the college is viewed by faculty, students, prospective students, their parents and alumni.

Members of the task force will work with Carnegie over the next several months to develop a major institutional brand, tagline, logo(s) and overall institutional identity system that are grounded in the completed research and the internally created positioning statement.

Five to six key supporting brand messages will be developed, tested and then tweaked to ensure they reflect the institutional brand and supporting research, bringing awareness to those aspects of the New Paltz educational experience that make it special, relevant and true.

Once this process is completed, the task force, which was formed by President Steven Poskanzer in 2004, will share it with the campus community in a series of branding educational sessions that should help divisions understand the role of branding in marketing the institution.

Members of the task force include: chair L. David Eaton, vice president of enrollment management; David Basch, consultant and adjunct faculty in Communication and Media; Ted Clark, lecturer in Business; Sally Cross, director of development; Kurt Daw, dean of fine and performing arts; Eric Gullickson, director of media relations; Mary Kastner, director of design and printing services; Stuart Robinson, director of athletics; Rachel Reuben, director of Web communication and strategic projects; and Shelly Wright, chief of staff.

Holocaust focus of joint lecture

The Louis and Mildred Resnick Holocaust Memorial Lecture and the 20th Annual English Graduate Symposium Keynote Address will be held at 8 p.m. on April 28 in the Coykendall Science Building Auditorium. Marianne Hirsch, professor of English and Comparative Literature from Columbia University in New York City, will present "Street Photographs: ‘Before, During, and After' the Holocaust." The program, which is sponsored by the Louis and Mildred Resnick Institute for Jewish Studies, the English Department and Major Connections, is free and open to the public. For more information, contact Gerald Sorin at or Jan Zlotnik Schmidt (English) at