Cal Lutheran looks for higher profile.Taking a lesson from UCLA UCLA University of California at Los Angeles UCLA University Center for Learning Assistance (Illinois State University) UCLA University of Carrollton, TX and Lower Addison, TX and USC An abbreviation for U.S. Code. , California Lutheran University Mission statement The University's mission statement is as follows: "California Lutheran University is a diverse, scholarly community dedicated to excellence in the liberal arts and professional studies. in Thousand Oaks Thousand Oaks, residential city (1990 pop. 104,352), Ventura co., S Calif., in a farm area; inc. 1964. Avocados, citrus, vegetables, strawberries, and nursery products are grown. , has begun efforts aimed at marketing and licensing the school's image and mascots. "We feel there are a lot of benefits to the university if it's marketed right," said Ritch Eich, the school's newly-hired vice president of marketing and communications. Eich's arrival last month marks the school's first effort at developing a marketing, licensing and merchandising strategy. The campaign is designed to give the school a higher profile while generating some needed merchandising and licensing dollars, Eich said. The former head of communications and public affairs at Stanford University Medical Center Stanford University Medical Center (Stanford Hospital & Clinics) is one of four hospitals affiliated with Stanford University and Stanford University School of Medicine, along with the Lucile Packard Children's Hospital, the Veteran's Administration Hospital in Palo Alto, and Santa before joining Cal Lutheran, Eich is in the midst Adv. 1. in the midst - the middle or central part or point; "in the midst of the forest"; "could he walk out in the midst of his piece?" midmost of planning a marketing strategy that incorporates merchandising and licensing of the school's name, mascots and even its sports teams. The school was founded in 1959 and is affiliated with the Evangelical Lutheran Church in America The Evangelical Lutheran Church in America (ELCA) is a mainline Protestant denomination headquartered in Chicago, Illinois. Formed in 1988 by the merging of three churches and currently having about 4. . It has an enrollment of about 2,900 students. University President Luther S. Luedke said the school aims to develop a strong and clear brand presence for the school which to date has not developed its name or brand outside of the immediate Thousand Oaks community that surrounds it. Howard Finelt, president of Studio City-based Intellectual Property Management, said the school's efforts should provide a needed revenue stream for its programs. "Merchandising and licensing is a very lucrative business and will provide much revenue and promotional value," Finelt said. By licensing out its name to notebooks, T-shirts and sweatshirts, as well as sports apparel and equipment, the school could net millions in licensing fees and royalty payments over several years, Finelt said. Major universities like Oklahoma State and Michigan State reported $2.5 million and $2 million respectively in merchandising and licensing fees in 2001. Neither UCLA nor USC would comment on merchandising and licensing revenue. By organizing its marketing and licensing staff which in turn seeks out potential licensees and vendors, Cal Lutheran would have a minimal expense of about 5 to 10 percent of potential licensing and merchandising revenue, Finelt said. |
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