Defining FIU


“Worlds Ahead” tells the FIU story and raises the bar for the future

By Sandra Gonzalez-Levy, FIU Senior Vice President of External Relations

Florida International University is ready to define itself.

For the first time in our history, FIU is launching a branding campaign, a public declaration of what makes us unique. “Worlds Ahead” is an affirmation of who we are and an aspiration for the future.

As a longtime Miami resident who has viewed FIU from both the outside and now the inside, I believe the timing and the message of “Worlds Ahead” are exactly right. No university in the world has accomplished what FIU has accomplished in just 40 years. With more than 40,000 students, we are one of the 25 largest universities in the country. We offer nearly 200 bachelor’s, master’s and doctoral degree programs, including law and medicine. Our researchers bring in more than $100 million in sponsored research from the most competitive agencies in the country.  We are No. 1 in the country for granting baccalaureates to minorities.

Yet somehow our success and the excellence of FIU’s programs, faculty and research are a well-kept secret. Through “Worlds Ahead,” we’re going to change that. We are going to do a better job of telling the FIU story consistently and constantly.

Even our alumni may be surprised as they get to know FIU again. Today, FIU is a vibrant, innovative research university that is educating leaders not only for Miami, but the world. In this issue of FIU Magazine, you can read about some of those global leaders, individuals like Frank van der Post in Dubai and Phoebe Moll in Europe. The education they received at FIU positioned them to be worlds ahead in their careers.

Neither a tagline nor a logo, “Worlds Ahead” is built on attributes we can demonstrate. We know this because we did our homework. In 2009, my division worked with Stamats, one of the country’s top education marketing firms, to reach out to nearly 4,000 prospective students, current students, parents, alumni, supporters, donors, faculty, administrators and community leaders. We surveyed their views of FIU, held focus groups and conducted in-depth interviews.

We discovered that people agree on six attributes that define FIU: entrepreneurial, international/global, accessible, community focused, vibrant and ideally located. Those attributes are the foundation of FIU’s identity: “FIU is a vibrant, student-centered public research university, ideally located in Miami that is worlds ahead in its commitment to learning, research, entrepreneurship, innovation and creativity so that our graduates are prepared to succeed in the global marketplace.”

These are the words I hear when graduates tell me about FIU professors who inspired them and academic programs that defined their future. These words also reflect our shared expectations and our vision for the future of the university.

Our research underscored the importance of developing a clear and confident identity for the university. There is a disconnect between FIU’s academic quality and its academic reputation. Many are unaware of just how good FIU really is. I am continually impressed by the outstanding caliber of FIU programs across the disciplines, from international business to music and environmental studies.

Outside of Miami, there is confusion about who we are. We intend to clarify and cement our public image so everyone knows FIU is worlds ahead. The campaign will be local, national and international in its reach. But “Worlds Ahead” is about much more than “official” communication from the FIU Division of External Relations. It’s about you. Through your involvement, “Worlds Ahead” will become the FIU story. In the coming months, we’re going to provide you with the tools and a number of ways to live the worlds ahead message.

To begin, we will share FIU’s “Worlds Ahead” stories on our new website and we encourage you to share yours by visiting worldsahead.fiu.edu. We want to hear about the professor who changed your life. Describe the FIU class that made it all click for you. Share your career success story and tell us how FIU helped you get there. Go to the “Worlds Ahead” Web site to learn more about your university.

Spend some time reading this issue of FIU Magazine; it’s a 48-page testimonial to how an FIU education empowers alumni to be worlds ahead in their careers. The value of an FIU degree and the prestige of our university grows when we have the support of proud alumni, faculty, staff, donors and friends.

We know there are many more stories to tell out there. We challenge you to take the time to tell the FIU story. How are you Worlds Ahead?

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