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Printer-Friendly ModeName change would improve SVSU image
April 25, 2005 —
Saginaw Valley State University has an image problem.
You might be asking what facet of the university is flawed. Could it be the inconsistent Internet service that leaves Blackboard sporadically inoperable for days on end? Perhaps it is the (completely untrue) reputation of being a fallback school that delivers a substandard education? Or maybe is it the taint of having a certain multinational corporation in a neighboring city seemingly sponsor every major event that occurs on campus?
The image problem doesn't stem from these specific complaints, but I already have named the problem. It's something that nearly everyone on campus probably ignores, but it is an impediment to the university's continued growth.
Having the word Saginaw in the university's name repels many potential students from even envisioning the university as a possible place to attend.
For students coming from within a 50-mile radius of SVSU, this might seem a little preposterous. Anyone from this area can tell you that SVSU surely doesn't lie in the heart of the city of Saginaw, a city that has so many negative connotations attached to it (even if they are untrue) that it repels interest on the name alone.
But what about people living in the Detroit suburbs or in northern Michigan who are unfamiliar with the area? To many of these people, the word Saginaw is an albatross that will limit potential interest in the university on name alone. Whether or not this is fair, it is a reality - one that would be better solved sooner rather than later by the university administration.
Consider this - I invited a friend who attends the University of Michigan to come up and visit me in my Saginaw Township apartment. Even after assuring him that I lived in a very safe area (I do), he was still hesitant to come solely because I lived in Saginaw Township. I'm not simply speculating that he was reluctant to come because I lived in Saginaw Township - he told me directly he was hesitant because I lived in Saginaw Township.
I am aware that SVSU does reside in the Saginaw Valley region, and as such, the name does make perfect sense from a geographical standpoint. From a marketing standpoint however, Saginaw Valley is the collegiate equivalent of a politician declaring he is a card-carrying member of the ACLU.
In other words, it may be unfair to base an opinion of a university solely on its name, but that's simply the way it is, and rather than trying to be defiant toward the common sense, it's best to accept it.
I am also aware that SVSU has had other names previously. Just go to the library, and perhaps you'll find a book stamped with SVC (Saginaw Valley College) or SVSC (Saginaw Valley State College). A fourth name in a little more than 40 years of existence may not seem like the smartest decision, but it could be the best thing the university has ever done.
A name change can really do wonders to a college. Just look at Kettering University in Flint, a small, private engineering school. The erstwhile General Motors Institute was beset by declining enrollment and a negative image tied to the fading automotive presence in Flint. Changing its name to Kettering University in 1998 has sparked new construction at the university, culminating in a $40 million state-of-the-art electrical engineering complex.
There would be plenty of available options when it came to finding a new name. The campus is in the heart of the Tri-Cities, so Tri-Cities University would be an appealing option. On the other hand, the campus could distinguish itself from the other public universities in the state with a name that doesn't contain a geographical location. There are so many options, all of which would help to de-emphasize Saginaw from the university.
I applaud SVSU for having the financial backing to attract many of the state's valedictorians and other high achieving students. To grow as a university, attempts should be made to increase the collective intelligence quotient on campus. Dropping Saginaw from the school's name will enable the college to appeal to students who never would have thought about coming here, and will ultimately be a windfall to everyone.