For USCB, changing the brand takes time, effort

In the past decade, USCB has experienced a transformation, morphing from a small satellite campus that offered associate's degrees to a stand-alone college where students choose from an expanded list of majors and earn baccalaureate degrees.

With all this change, the school's identity has not kept up. It's difficult to say what the school is known for and to pinpoint its role in the region.

It's not from a lack of trying.

The Beaufort campus now has its own mascot, the Sand Sharks, in an effort to forge an identity. It has also adopted its own mission statement and its own accreditation separate from the flagship campus.

But many long-standing community members still think of it as the little campus from decades ago, said outgoing chancellor Jane Upshaw. They find it difficult to embrace the larger, more well-rounded institution USCB is endeavoring to become.

"USCB's greatest strength is that we are the University of South Carolina, but at the same time, USCB's greatest source of frustration, sometimes, is that we are the University of South Carolina," she said. "It can add some cumbersome time requirements to getting things approved and growing. But it also gives a great credibility that as an 11-year-old baccalaureate institution that we would not enjoy without that (USC) label in our name."

But as it adds student on-campus living, degree programs and a new campus on Hilton Head Island, USCB plans to become more of a destination for students who start and end their academic career within its classrooms.

"I think one of the biggest challenges that the new chancellor will face will be working on expanding the school as far as programs and areas of study are concerned without threatening the personal nature of the campus, which really makes it feel like home for so many students," said Raechel Blakeney, who graduated in May. "In the past, many students have transferred because of certain social aspects that we did not have available like Greek life, which USCB is turning around."

Even more, the school hopes to develop flagship programs that it will be known for around the state and beyond -- such as its programs in hospitality, environmental sciences and education.

"The very things that are happening as part of our growth and development, with adding athletics, internships, on-campus living, etc., all of that changes the image of the university," Upshaw said. "Changing the brand and identity is something that takes time and effort, but there is no doubt that has happened over the last decade and (there is) still much more to do."

Follow reporter Sarah Bowman at twitter.com/IPBG_Sarah and at facebook.com/IPBGSarah.

This story was originally published July 31, 2015 at 4:23 PM with the headline "For USCB, changing the brand takes time, effort."