VC’ S CORNER campusreview. com. au
It’ s time to extol the many virtues of Southern Cross University, its students and its surrounding environment, in a way that will set it apart internationally and at home.
Adam Shoemaker interviewed by James Wells.
Great story to tell
Southern Cross University’ s new vice-chancellor, professor Adam Shoemaker, wants SCU to become the Charles Sturt University of the New South Wales north coast, while at the same time distinguishing itself from other regional institutions.
Speaking to Campus Review shortly after taking the helm at SCU, Shoemaker said the university’ s story“ needs to be told in many ways”.
“ I don’ t think marketing’ s the only way,” Shoemaker says.“ I think there are lots of ways that academics tell the story at conferences, and students themselves [ can tell your story ], and your employers. Absolutely, we have to be clearer about the outcomes, but this is not about marketing, this is about deep awareness and clarity about the [ university’ s ] proposition.”
Shoemaker also said SCU needs greater brand awareness, so it’ s not confused with universities that use the same initials – like the University of the Sunshine Coast( USC).
“ Just think about the initials,” he continues.“ Southern Cross University is SCU, and of course [ University of ] Sunshine Coast is USC. People get confused sometimes, even just about initials in higher education, so it’ s a matter of clarity of speaking and thinking, rather than just marketing.”
Furthermore, Shoemaker says CSU has done“ extremely well” with its multiple campuses across central-western NSW.
“ I’ m very admiring of what’ s been achieved,” he says.“ I think we have a similar opportunity here to make that mark, to make that footprint, and to make that achievement for all of the NSW mid-north coast, the Northern Rivers, the South-east Queensland area, and of course internationally, which is the main game as well,” he says.
Shoemaker takes over from professor Peter Lee, who retired earlier this year. Shoemaker’ s previous academic roles include academic provost at Griffith University, deputy vice-chancellor education at Monash University, and dean of arts at the Australian National University.
Here, he sits down with Campus Review’ s education editor, James Wells, to discuss how he plans to approach his new role and what he hopes to achieve for SCU.
JW: You’ ve taken the reins as Southern Cross University vice-chancellor. What do you hope to achieve there?
AS: There are many hopes and aspirations that I have, but the academy also shares these, and all the staff. It’ s probably fair to say this place continues to be a surprise package, in that it’ s one of the most progressive, and one of the most connected regional research universities anywhere. Not everyone knows the full story, so part of the issue is how to make the achievements at Southern Cross even better known.
Are you going to be focusing on sort of broadcasting Southern Cross’ s image then? Image isn’ t a deep enough word. It’ s substance and ethos and achievement. You take the research record, for example, the last [ Excellence in Research in Australia evaluation ] round, you have
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