“The world needs visionaries.”

That’s the new branding campaign unveiled by Claflin University Thursday morning in hopes of raising the institution’s state, regional and national profile.

“There is no advantage to being the best kept secret,” Claflin University Dr. Henry Tisdale said during the institution’s annual fall matriculation ceremony.

Senior Pierre Reddick agrees, saying, “We are among the best universities, and yet people don’t really know about us.”

Reddick believes the new slogan will be a great asset in making Claflin more visible.

Tisdale told current students they are assets who can contribute to Claflin’s legacy of producing visionary alumni.

He cited such alumni as the late Earl Middleton and former S.C. Supreme Court Justice Ernest Finney as examples of what Claflin graduates have accomplished.

Tisdale charged current students to strive for similar achievements.

“We are counting on you because we believe you have what it takes to be world leaders,” he said.

Tisdale told stakeholders he is committed to establishing Claflin as one of the premier liberal arts universities in the nation.

Recently, Claflin was the highest ranked historically black college or university in the nation, according to Forbes Magazine. U.S. News and World Report’s 2009 “America’s Best Colleges” rankings rated Claflin as the seventh best HBCU in the country.

Tisdale said the institution is on the rise, noting such accomplishments as: the athletic department’s acceptance into the NCAA, the chorus participating in the 2008 Beijing Olympics, senior Aundreta Conner becoming the university’s first Fulbright Scholar and receiving large grant awards for research.

Despite the recent success, Tisdale cautioned the institution can’t rest on its laurels.

“We have to keep raising the bar,” he said.

Freshman basketball player Devin Butler said the new slogan does just that.

“I feel like it sets a tone for the university ... It sets a standard. If you set a standard high, that’s what you’re going to follow,” he said.

During the ceremony, Claflin Student Government President Alex Barr was sworn into office, along with other officers.

Like Tisdale, Barr is a native of Kingstree. He was struck by Tisdale’s presence when he first met him in 2005.

Barr said Tisdale provided a example of leadership he felt compelled to emulate.

“This is a visionary,” Barr said of Tisdale.

Claflin tapped the services of the Massachusetts’ Carnegie Communications to assist in developing the new brand campaign.

Carnegie’s study of Claflin found the university displayed high expectations, extraordinary student achievement and a legacy of visionary leaders, among other traits.

“Claflin University develops men and women of vision who demonstrate extraordinary achievement, distinctive confidence and a lifelong desire to transform society through selfless leadership,” a statement from Carnegie noted.

n T&D Staff Writer Lee Tant can be reached by e-mail at ltant@timesanddemocrat.com or by phone at 803-534-1060. Discuss this and other stories online at TheTandD.com.

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