Messaging Guide: ETSU

ETSU Brand

Tagline

ETSU's primary tagline is "Go Beyond."  "Bucs go beyond" is also acceptable. Campus communicators may also choose to create their own variations, for example "Go beyond the classroom," "Go beyond ordinary," or "Go beyond borders."  

Boilerplate

Short Version

East Tennessee State University was founded in 1911 with a singular mission: to improve the quality of life for people in the region and beyond. Through its world-class health sciences programs and interprofessional approach to health care education, ETSU is a highly respected leader in rural health research and practices. The university also boasts nationally ranked programs in the arts, technology, computing, and media studies. ETSU serves approximately 14,000 students each year and is ranked among the top 10 percent of colleges in the nation for students graduating with the least amount of debt.

Expanded Version

East Tennessee State University was founded in 1911 with a singular mission: to improve the quality of life for people in the region and beyond. With a focus on hands-on learning opportunities, the university offers more than 160 programs at the undergraduate, graduate, and professional levels and serves approximately 14,000 students each year. ETSU is ranked among the top 10 percent of colleges in the nation for students graduating with the least amount of debt and has consistently been named among the most military friendly schools in America.

Through its world-class health sciences programs and interprofessional approach to health care education, ETSU is a highly respected leader in rural health research and practices. The university also boasts nationally ranked programs in the arts, technology, computing, and media studies. Located in northeast Tennessee, the university is at the center of a thriving arts and cultural scene and has been named the Top Adventure College in the Southeast.

Narrative

Bucs Go Beyond.

Nestled in the shadow of the breathtaking Appalachian Mountains, East Tennessee State University is a thriving R2 research university focused on providing hands-on learning opportunities and making a real-world impact to improve the quality of life for people in the region and beyond. ETSU is ranked among the top 10 percent of colleges in the nation for students graduating with the least amount of debt and is among the top colleges nationally for supporting the economic mobility of its graduates. The university offers more than 160 programs at the undergraduate, graduate, and professional levels and serves approximately 14,000 students each year.

Through its world-class health sciences programs and interprofessional approach to health care education, ETSU is a highly respected leader in rural health research and practices, providing high-need communities with access to clinical care through its ETSU Health network. The university also boasts nationally ranked programs in the arts, technology, computing, and media studies and has consistently been named among the most military friendly schools in America. With its main campus in Johnson City, ETSU also serves students at sites throughout the region, including ETSU at Kingsport Allandale, ETSU at Sevierville, the Nave Center in Elizabethton, and the ETSU/Eastman Valleybrook facility in Kingsport.

Located in scenic northast Tenessee, the university is at the center of a vibrant arts and cultural scene and has been named the Top Adventure College in the Southeast. Founded in 1911 and with more than 100,000 living alumni who call ETSU their alma mater, the impact of its students, alumni, faculty, and staff can be seen around the world.

Positioning Statement

East Tennessee State University is a place where anyone, regardless of where they came from, can grow, succeed, and compete with the best. Some of our students come from challenging backgrounds. All of us believe in working hard for what we get.

Our students, faculty, and staff are invigorated by new ideas, but we're not content to rest on theory. We roll up our sleeves, get out into our communities, and put those ideas to work. We earn prestigious awards and play at an elite level — but elitism doesn't enter our vocabulary.

Bucs work hard.
Bucs give back.
Bucs put people first.

Bucs go beyond. 

Value Proposition

East Tennessee State University was founded in 1911 with a singular mission: to improve the quality of life for people in the region and beyond. How do we do it? 

  1. We live by the principle that people come first.
  2. We provide hands-on learning opportunities that allow our students to make a real-world impact from the moment they enroll and long after they graduate. 

The heading for this graphic reads "Start with the Why." The graphic shows a series of concentric circles with the word "why" in the very center. The middle circle says "how." The outer circle says "what." Lines connect each layer of the circle to a description. The "why" circle is connected to the words "to improve the quality of life for people in the region and beyond." The "how" circle is connected to the words "hands-on learning, real-world impact, and people come first." The "what" circle is connected to the words "classes, intiatives, programs, events, etc."

 

Differentiators

East Tennessee State University is an extraordinary place shaped by Appalachian values, distinctive program offerings, unique strengths, and a deeply supportive community.

  • People Come First

    Core message:

    ETSU is a place where people come first and are to be treated with dignity and respect.

    Headlines:

    People Come First

    Proof points:

     

    Relationships:

    • “When I was awarded the Goldwater Scholarship, I was overwhelmed by a strong sense of gratitude,” said Piper Floyd, an ETSU student who recently received the Benjamin A. Gilman International Scholarship, one of the most competitive scholarships in the United States. “Often, we praise the award winner, but forget to recognize the team that it took to get there. Earning this scholarship signifies how ETSU’s community has generously supported and assisted me in achieving my goals.”

    • “I used to be incredibly shy,” said ETSU student Mylan Hutchins. “Since working with the students and professors here, I’ve really grown as a person. My communications skills have flourished and the connections I’ve made with other people have really impacted me for the better.”

    • “I’m a first-generation college student,” ETSU student Bryce Hopkins “And I tell people that whatever background you’re coming from, ETSU is going to be an accepting place for you.”

    • ETSU is ranked among the top 20 best employers in Tennessee by Forbes magazine and among the top 10 percent of mid-sized employers nationwide.

    Belonging:

    • Through programs like Access ETSU, which provides a college experience for individuals with intellectual disabilities, ETSU strives to create an environment where all people are encouraged to achieve their full potential and able to feel a deep sense of belonging.  

    • ETSU’s Mary V. Jordan Multicultural Center provides students the chance to celebrate cultural diversity, learn about other cultures, and connect with resources and support.

    • Home to hundreds of veterans and military-affiliated students including military spouses, ETSU takes considerable steps to aid those who have served in uniform. They receive priority registration for classes each semester, get exclusive access to social and study space at ETSU’s Military-Affiliated Student Resource Center, receive membership in the ETSU chapter of the Student Veterans of America and get consistent personalized support from Military and Veteran Services. Work-study positions for those using GI Bill® benefits, scholarships and out-of-state tuition waivers are also an option. 

    Diversity of Thought and Expression:

    • ETSU aims to create a space for vigorous, civil debate where diversity of thought and experiences is valued. Through programs like the Festival of Ideas, the university convenes world-renowned thought leaders with varying viewpoints to facilitate robust discussions conducted with grace, civility, and respect.

  • Hands-On Experience

    Core message:

    Think college is all about required reading and lectures? Not at ETSU. Our world-class faculty are not only phenomenal teachers, but they’re also experienced experts in their fields who know what it takes to succeed in a career.

    Through partnerships with leading employers, hands-on learning experiences, and cutting-edge research opportunities, our students gain the skills they need to go from enrolled to employed.

    Headlines:

    • From Enrolled to Employed
    • Hands-On Experience. Real-World Impact. 

    Proof points:

  • Real-World Impact

    Core message:

    East Tennessee State University was founded in 1911 with a singular purpose: to improve the quality of life for people in the region and beyond. At ETSU, our students, faculty, and staff work every day to go beyond the classroom and make a communitywide impact.

    Through our innovative, hands-on coursework, our students gain valuable real-life experiences while making a difference in our communities.

    Headlines:

    • Hands-On Experience. Real-World Impact.

    • Blazing New Trails in (Insert Your Subject)

    Proof points:

    • Approximately one in three students at ETSU are the first in their families to attend college. 

    • From discoveries entirely new to science to books about little-known maladies, (insert professor name) is one of the dozens of ETSU faculty making innovative breakthroughs.  

    • ETSU and the ETSU Research Corporation are leaders in developing the region’s workforce for the rapidly growing synthetic biology industry.

    • ETSU students complete on average more than 65,000 hours of community service each year.

    • The Changemaker Scholars program features a small and supportive community of problem solvers that are passionate about advancing positive change in the region and beyond.

    • Thanks to the partnership between ETSU Health and Ballad Health, patients in our community do not have to go far to access highly specialized, quality care. ETSU Health has brought world-class specialists to our region in fields such as microsurgery, pediatric surgery, and pediatric rheumatology, to name a few.

    • ETSU Health facilities provide more than $3.6 million per year in uncompensated care to the people of our region.

    • More than 900 of the physicians practicing in our region received training at ETSU’s Quillen College of Medicine.

    • A network of seven nurse-managed practice sites provides nearly 30,000 primary care and outreach visits each year to underserved clients in the region.

    • One-third of student pharmacists at ETSU’s Gatton College of Pharmacy are from rural zip codes and approximately half of the college’s student body are first-generation college students.

  • A Premier Health Sciences University

    Core message: 

    East Tennessee State University is among the top health sciences universities in the South. Through collaboration with community partners such as Ballad Health, ETSU provides care to high-need communities throughout the region and is at the center of cutting-edge research.

    With five health sciences colleges and more than 40 health sciences programs, ETSU offers a robust combination of academic programs and patient-care facilities that elevate healthcare education through interprofessional experiences.

    Headlines:

    • A Leader in Rural Health

    • A World-Class Health Sciences University

    • A Tradition of Caring for Our Communities (ETSU Health-specific)

    Proof points:

    Research:

    Interprofessional Education:

    • With five health sciences colleges and more than 40 health sciences programs, ETSU offers a robust combination of academic programs and patient-care facilities that elevate health care education through interprofessional experiences.

    • ETSU health sciences students are part of ETSU Health, a unifying entity for ETSU’s diverse health sciences colleges and a symbol of our commitment to interprofessional healthcare and education.  

    • Through the Bishop Hall Center for Interprofessional Collaboration, ETSU health sciences students work alongside students and faculty from various healthcare disciplines, mirroring the real-world settings that they will step into when they graduate. This collaborative approach offers students a broader perspective and better prepares them for the diverse teams they will be part of their your careers.

    • ETSU Health is a national leader in facilitating team-based care and interprofessional collaboration. Through our unique curricula, you will interact not only with your immediate peers and faculty but also have the opportunity to engage in robust interprofessional experiences through our Academic Health Sciences Center.

    • From our community health centers to the Nave Center for Audiology and Speech Language Pathology, from the Remote Area Medical (RAM) Clinic to the Overmountain Recovery Center, ETSU health sciences students have the opportunity to work in real-world settings and make a meaningful difference in our communities long before they graduate.

    • ETSU health sciences students gain hands-on, real-world experience by practicing within ETSU Health’s expansive clinical network, which is built on a tradition of caring for our communities.

    Partnership with Ballad Health:

    • Through our strong partnership with Ballad Health, ETSU is helping to provide care to high-need communities throughout the region, drive advancements in biomedical research, and develop the region’s health care workforce. 

    • Ballad Health, ETSU, and ETSU Health are working together to provide the best possible care for our region. For example, through this partnership, we developed the region’s first pediatric rheumatology practice at Niswonger Children’s Hospital and recruited one of the top rheumatologists in the nation.

    • ETSU health sciences students have the opportunity to learn and practice across the Ballad system, working hand-in-hand with leading medical professionals throughout all levels of Ballad’s network.

    • The Strong BRAIN Institute, created through a partnership with ETSU and Ballad Health, is working to prevent, reduce and mitigate the negative effects of Adverse Childhood Experiences (ACESs) and to promote a trauma-informed citizenry and workforce in the region and beyond.

    • The Appalachian Highlands Center for Nursing Advancement, created through a partnership with Ballad Health, is creating a pipeline of opportunity to address shortages in the nursing and nursing support workforce.

    • Thanks to the partnership between ETSU Health and Ballad Health, patients in our community do not have to go far to access highly specialized, quality care. ETSU Health has brought world-class specialists to our region in fields such as microsurgery, pediatric surgery, and pediatric rheumatology, to name a few.

  • Ranked and Signature Programs

    Core message: 

    ETSU is a thriving R2 research university demonstrating excellence in teaching, research, and community service. Through high-impact teaching methods, the expertise of world-class faculty, nationally ranked programs, and innovative workforce and community partnerships, ETSU offers an exceptional education at an affordable price.



    Headlines:

    • Nationally Ranked Programs

    • Ground-Breaking Programs

    Proof points:

    • Through the BlueSky Tennessee Institute, a groundbreaking partnership with BlueCross BlueShield of Tennessee, ETSU computing students have the opportunity to gain hands-on experience, earn a bachelor’s degree in one of the fastest growing fields in the nation and secure a job offer from BlueCross — all in just two years.

    • ETSU offers the top animation and game design programs in Tennessee and is among the Top 20 Game Design and Animation Colleges in the South.

    • (Insert student name) is one of the many ETSU students earning prestigious scholarships, and the university has signaled a new commitment to helping students compete for competitive awards both in the United States and abroad.

    • ETSU’s Department of Media and Communication houses the only program in the country to offer certifications from the Digital Marketing Institute.

    • ETSU’s Bluegrass, Old-Time and Roots Music Studies program is home to many GRAMMY award-winning faculty and alumni.

    • ETSU is the only program in the country to offer an ABET-accredited bachelor’s degree in Surveying and Mapping.

    • ETSU is the only university within a 100-mile radius to offer an AACSB-accredited bachelor’s in Supply Chain Management.

    • ETSU’s Human Services program is ranked sixth in the nation by Learn.org.

    • ETSU’s Respiratory Therapy program is ranked 26th out of more than 500 programs across the country by Intelligence.com.

    • ETSU offers the number one RN to BSN program in Tennessee.

    • ETSU’s chapter of the American Pharmacists Association Academy of Student Pharmacists has been recognized in the top three chapters nationwide for six years in a row.

    • Through our partnership with Tennessee Hills Distillery, ETSU tapped into a booming field in 2021, launching a new brewing and distillation minor.

    • The Roan Scholars Leadership Program offers incredible out-of-the-classroom experiences with more than half of all students studying abroad in 2022-23 and nearly 100 alumni working in diverse fields.

    • The Changemaker Scholars program features a small and supportive community of problem solvers that are passionate about advancing positive change in the region and beyond.

     

  • Military-Friendly Status

    Core message:

    From regularly securing the prestigious Military Friendly® designation to helping veterans launch a business, ETSU has a long and established history of assisting those who served in the U.S. military.

    Headlines:

    • Serving Those Who Have Served.

    • A Military-Friendly School

    • The Top Army ROTC Program in Tennessee

    Proof points:

    • Year after year, ETSU has secured the highly respected Military Friendly® School designation.

    • Through the on-campus Veterans Affairs Medical Center, ETSU and ETSU Health help provide world-class care for veterans throughout the region and drive cutting-edge research to improve veterans’ health and well-being.

    • Home to hundreds of veterans and military-affiliated students including military spouses, ETSU takes considerable steps to aid those who have served in uniform. They receive priority registration for classes each semester, get exclusive access to social and study space at ETSU’s Military-Affiliated Student Resource Center, receive membership in the ETSU chapter of the Student Veterans of America and get consistent personalized support from Military and Veteran Services. Work-study positions for those using GI Bill® benefits, scholarships and out-of-state tuition waivers are also an option. 

    • From regularly securing the prestigious Military Friendly® designation to helping veterans launch a business, ETSU has a long and established history of assisting those who served in the U.S. Armed Forces.

    • ETSU’s Army ROTC program is the top ranked program in Tennessee and among the most respected in the nation, consistently outperforming units at much larger schools.

  • Affordable with a High Return on Investment

    Core message:

    East Tennessee State University is one of the most affordable colleges in the nation, and a degree from ETSU is a solid investment in your future.

    Headlines:

    • One of the Most Affordable Colleges in the Nation

    • Ranked for the Least Amount of Student Debt

    • We Take Care of Our Neighbors

    Proof points:

    Affordability:

    • At ETSU, more than eight-in-10 students receive some form of financial assistance. 

    • U.S. News & World Report places ETSU in the top 10% of the nation when it comes to graduating students with the least amount of debt.

    • Nearly half of all ETSU students graduate with no debt at all.  

    • (insert student name) is one of the many ETSU students earning prestigious scholarships, and the university has signaled a new commitment to helping students compete for competitive awards both in the United States and abroad.  

    • ETSU is committed to cost transparency. Students and their families can use our interactive cost estimator to get an estimate on what college at ETSU will truly cost after taking into consideration financial aid and fees.

    • ETSU is committed to reducing the costs of text books and course materials, offering more than 269 courses that utilize free or low-cost e-textbooks.

    Border-State Pricing

    • At ETSU, we take care of our neighbors. Students in Georgia, Kentucky, North Carolina, South Carolina, and Virginia receive a discounted rate on out-of-state tuition.

    • North Carolina and Virginia students who live in select counties bordering Tennessee can attend ETSU at the in-state tuition rate.

    Return on Investment (ROI):

    •  According to a report by Third Way, ETSU is among the top institutions in the nation for promoting the economic mobility of its graduates.

    • 98 percent of students from ETSU’s Quillen College of Medicine matched into their specialty of choice.

    • ETSU’s College of Public Health has such a strong reputation for producing outstanding graduates that 100 percent of employers surveyed said they would hire another graduate from the college if they had an opening.

    • Numerous programs within ETSU’s College of Clinical and Rehabilitative Health are ranked in the Top 100 Fastest-Growing Professions in the U.S.

  • The Best College Town and Campus in Tennessee

    Core message:

    Located in scenic northeast Tennessee, the university is at the center of a thriving arts and cultural scene and has been named the Top Outdoor Adventure College in the Southeast.

    Headlines:

    • Tennessee’s Best College Campus
    • Tennessee’s Best College Town
    • The Top Outdoor Adventure College in the Southeast
    • A Thriving Arts Scene

    Proof points:

    • From a lovely greenspace to a beautifully renovated D.P. Culp Student Center, ETSU has worked to make the campus experience an exceptional one.  

    • ETSU is an outdoor enthusiast’s dream, and readers of the Blue Ridge Outdoors magazine named ETSU the Top Adventure College.  

    • From ETSU graduate Kenny Chesney to star Jason Derulo, the university regularly brings elite talent to the region.  

    • ETSU is home to a vibrant community, hosting dozens of concerts, exhibitions, and performances throughout the year. 

    • ETSU’s Martin Center for the Arts is a state-of-the-art performance venue that brings dozens of world-renowned acts to campus and the community each year. From concerts by Grammy-winning recording artists to Broadway shows, there is always something to see at the Martin Center.   

    • ETSU has more than 250 student organizations with more than 9,200 members.

    • ETSU is home to a vibrant arts community, hosting dozens of concerts and exhibitions each year.

 

Current Campaigns

What is a campaign?

A campaign is an initiative to communicate certain aspects of ETSU's brand and story to a particular audience or audiences. 

Active Campaigns

 

  • Go Beyond
    Summarizes our brand promise: Bucs achieve excellence in service to their communities. Includes messages focused on conveying ETSU’s values, driving student engagement, sharing the student experience, or building community and belonging.If in doubt, frame your message through this lens. See examples
  • Go Beyond the Classroom
    An extension of “Bucs Go Beyond,” highlights how students are gaining hands-on experience and making a real-world impact at ETSU. See examples 
  • ETSU Trailblazers
    Highlights the positive contributions and impact to the community generated by ETSU research and scholarship. Plays on the theme of “going beyond” using the imagery of a trailblazer. See examples
  • Why I Teach
    Highlights teaching excellence through podcast interviews with faculty. Content should tie in the “Bucs Go Beyond” message when possible.
  • Primary Sources
    Highlights the expertise of researchers and scholars through podcast interviews. Content should tie in the Trailblazer message when possible.
  • Life in our Region
    Conveys the unique experience of living in our region, expanding on the “Go Beyond” theme through visual and metaphorical representations. Highlights our rugged, beautiful landscape, adventurous spirit, and thriving, resourceful, and innovative communities.
  • Four the Future
    The “Four the Future” campaign is a statewide effort to promote awareness of the value Tennessee’s public universities provide to the state’s communities and citizens. Learn more and download resources.

 

Accreditation Statement

Many publications produced by East Tennessee State University will include a reference to the institution’s accreditation with the Southern Association of Colleges and Schools Commission on Colleges (SACSCOC). When using this reference, the following statement must be used:

East Tennessee State University is accredited by the Southern Association of Colleges and Schools Commission on Colleges (SACSCOC) to award baccalaureate, master’s, education specialist, and doctoral degrees. East Tennessee State University also may offer credentials such as certificates and diplomas at approved degree levels. Questions about the accreditation of East Tennessee State University may be directed in writing to the Southern Association of Colleges and Schools Commission on Colleges at 1866 Southern Lane, Decatur, GA 30033-4097, by calling (404) 679-4500, or by using information available on SACSCOC's website  (www.sacscoc.org).

In addition, please note that use of the SACSCOC logo is prohibited unless permission by the organization has been granted. Should you have any questions regarding the use of this statement in publications, contact the ETSU Office of University Marketing and Communications at(423) 439-4317 or umc@etsu.edu.

President Noland's Bio

Download photos of President Noland.

Short Version

Dr. Brian Noland became the ninth president of East Tennessee State University in January 2012 after serving for six years as Chancellor of the West Virginia Higher Education System. Under his leadership, ETSU has achieved its highest graduation, retention, and employee satisfaction rates in history and secured record-breaking levels of research funding. President Noland has also secured resources for and overseen some of the institution’s largest and most transformative capital projects. President Noland is a board member for the American Council on Education, the American Association of State Colleges and Universities, Ballad Health, and the Tennessee Valley Authority.

Full Bio

Dr. Brian Noland became the ninth president of East Tennessee State University in January 2012. Under his leadership, ETSU has undertaken a series of groundbreaking initiatives to advance the university’s longstanding mission to improve the quality of life for people in the region and beyond. During his tenure, ETSU has achieved its highest graduation, retention, and employee satisfaction rates in history and secured record-breaking levels of research funding. President Noland has secured resources for and overseen some of the institution’s largest and most transformative capital projects, including the complete renovations of the D.P. Culp Student Center, Brown Hall, and Lamb Hall as well as the construction of Greene Stadium, the state-of-the-art Martin Center for the Arts, the Interprofessional Education and Research Center, a new academic building, and a new integrated health services center.

Sustaining ETSU’s focus on regional service, President Noland has partnered with civic and corporate entities to position the university as a national leader in interprofessional health care research and training and in the field of rural health. Under his leadership, ETSU has launched several state- and privately funded health research and care centers, including the ETSU and Ballad Health Strong BRAIN Institute, a first-of-its-kind institute dedicated to promoting the awareness and study of adverse childhood experiences; the Center for Applied Research and Evaluation (CARE) in Women’s Health; the Addiction Science Center; the Center for Rural Health and Research; the ETSU/NORC Rural Health Equity Research Center; the Center for Cardiovascular Risk Research; and the Appalachian Highlands Center for Nursing Advancement. In 2023, working closely with members of the Tennessee General Assembly, President Noland helped secure recurring public funds for ETSU’s Gatton College of Pharmacy, which previously had been funded entirely through tuition and private donations.

President Noland has guided ongoing innovations within ETSU’s academic portfolio and curricula. This includes the launch of the BlueSky Institute, a 27-month computer science program developed hand-in-hand with BlueCross BlueShield of Tennessee through which students receive training and mentoring onsite at BCBS’s headquarters and earn job offers immediately following graduation. In 2022, he guided the development and launch of the “Go Beyond the Classroom” initiative, which expands the university’s focus on community-engaged learning and aims to provide all undergraduate students with real-world, hands-on experiences such as internships, community service, research-intensive projects, and study abroad. Not long after he arrived at ETSU, he helped relaunch the university’s football and marching band programs, which had been inactive since 2003. The football team quickly established itself as a leader in the Southern Conference while the Marching Band boomed — literally and figuratively. The band grew to more than 300 members strong in just a few short years and was selected for the prestigious honor of performing in the Macy’s Thanksgiving Day Parade.  

President Noland is a board member for the American Council on Education, the American Association of State Colleges and Universities, the NCAA Division I Board of Directors, Ballad Health, Bank of Tennessee, and the Tennessee Valley Authority.